SINGAPORE DREAMS INC.

LET THE
DREAM COME TRUE

PRESENTED BY:
I.S.M.E STUDENTS
Marketing(2008-2009)
Bangalore
India
SINGAPORE TOURISM: FACTS & FIGURES

• Tourism is one of the largest service sectors of Singapore. As

of 2007, the tourism industry contributed 3% to Singapore’s
GDP, and generated US$ 9.4 Billion in tourism receipts.
 
• In year 2007, Singapore recorded 10.3 million visitors per
annum which is a new record high. STB expects 15 million
visitors in Singapore per annum by year 2010.

• Tourism expenditure reached SGD$13.8 billion in 2007. STB

expects tourism receipts to reach SGD$15 billion by 2010.
Foreign investment in Singapore is worth more than SGD$340
billion dollars.
• Indonesia (1,956,000), China (1,114,000), Australia
(768,000), India (749,000) and Malaysia (646,000) were
Singapore’s top five visitor-generating markets in 2007.
• Singapore targets the Tourist Dollar to hit S$30 billion by
2015
• Singapore is one of the most popular tourist destinations in
Asia-Pacific region. 
 Culture of
Singapore
Performing arts and culture of Singapore reflect the flavor of the region.

Festivals and celebrations, expressing the diverse beliefs and backgrounds

of the multicultural society, are held throughout the year.

Cultural Events
Movies
Dance
Theatre
Music
Changing Frameworks for Tourism Policy

DEMAND

INPUTS

MANAGEMENT

ENVIRONMENT
 MERLION STATUE

JURONG BIRD PARK SENTOSA ISLAND

 KEY INFORMATION

• Singapore posted an estimated S$13.8 billion in tourism

receipts from January to December 2007, representing an
11.3% increase over January to December 2006. This had
exceeded the target of S$13.6 billion for 2007, and set a
new record for tourism receipts.

• In 2007, Singapore welcomed 10.3 million visitors,

registering a growth of 5.4% over 2006. This is the
highest annual visitor arrivals recorded for the Singapore
tourism sector. It had outperformed the 2007 annual
target of 10.2 million visitors. Visitor days were estimated
to reach 38.0 million days, setting another record and
posting an increase of 13.4% in comparison with 2006.
 • Indonesia (1,956,000), China (1,114,000),
Australia (768,000), India (749,000) and Malaysia
(646,000) were Singapore’s top five visitor-
generating markets in 2007. These markets
accounted for about 51% of total visitor arrivals in
2007.
• Benefiting from the record visitor arrivals, the hotel
industry saw both the Average Room Rate and
Average Occupancy Rate setting new highs. Total
room revenue was estimated to reach an all-time
high of S$1.8 billion, an increase of 22.8% over
2006.

• The Average Room Rate for the full year of 2007

was estimated at S$202, an increase of 23.1% over
2006. The Average Occupancy Rate for hotels was
estimated to have reached 87%, a 1.7 percentage
point increase over the previous year.
Figures as on year December 2007. All comparisons made are year-on-year comparisons with 2006.
 OVERVIEW

Singapore Dream Inc.

What do we Offer?

Tourism Service Provider

Online Presence
Offline Experience

ENTRY STRATEGY: Franchisee.

 OUR
PHILOSOHY
Vision
To be a technologically driven sustainable
tourism organization, providing value for money
accommodation in Singapore

Mission
Provide Affordable Rooms
Offer Uniquely Singapore Experience to tourists
Be Involved in the Community
WHAT IS UNIQUELY SINGAPORE

•Our Diverse Cultures & Languages

• East Meets West
• Fantastic Food
• Shopping
• Safe, Clean & Green
• Well managed tourist attractions
• Good Medical system
• Good Educational system
• Good Banking System
 Unique selling Proposition

• Personalizing the service according to the feed back

of customers

• Tracking customers and get real time data of their

spending and we can easily track the patterns of their
buying and moving around to upgrade services in
tune to that.
 Important Notes
- Singapore is an expensive tourist destination
- ‘There are more tourists than Singaporeans in Singapore’
- Almost twice as many tourists on weekdays compared to
weekends
- They are free on weekdays, mornings and afternoons
when Singaporeans are at work
- Majority of the tourists in Singapore are on business and
M.I.C.E
- Tourists get GST rebates
- Spend 4 days in Singapore
- Bangkok – KL – Singapore route on tours
- Focuses on 4 main markets: BTMICE, OSTs, Leisure,
Medical tourism
- Sentosa is the most popular tourist attraction
 WHY TOURISTS COME TO SINGAPORE?

• Leisure tour • Education Tours

• Holiday • Overseas Study Tours
• Shopping • Business set-up and business
• Business opportunities
• Business event or • Medical check ups
exhibition • Plastic Surgery
• To source for a school• On Transit and Stop Over
or university • Watch Concerts and performances
• Corporate incentive • Events etc. F1
• company retreat • Buy property and make
• Corporate training investments
 SUB DIVISION OF SINGAPORE TOURISM

• LEISURE TRAVEL
• BUSINESS & M.I.C.E
• EDUCATION
• MEDICAL TOURISM

UPCOMING EVENTS & HOW IT AFFECTS TOURISM

• FORMULA 1
• INTEGRATED RESORTS
• THE YOUTH OLMPICS

WE EXPECT TO SEE A MORE AFFLUENT GROUP OFTOURISTS IN

SINGAPORE WITH BETTER SPENDING POWER.
 PRODUCTS
Customized tour packages would our products
which will be according to the need and budget of
the customers. Packages would include the
following:

• Air Line Tickets

• Hotels
• Resorts
• Cars
• Tourists Guides
• Cruise
• Play Worlds like Theme Parks
• Safari
• Students tour
• Medical Tourism
 TARGET MARKET

∑ India
∑ Middle East
∑ China  Single Women: Aged 35 - 45
∑ Russia  Mature travelers: Baby boomers
∑ Japan  Budget travelers
∑ Germany
 Eco-Tourism
 Corporate
∑ England
∑ Indonesia
∑ Malaysia
 ENGLAND

• Developed nation with high per capita income.

• Proportion of young population is as high as 28%.
• People are usually fun loving and fond of
communities.
• People of England prefer to live alone and travel
is also one of their agenda.
• England is devoid of beach culture due to their
climatic conditions which also makes them get
attracted towards place like Singapore.
 GERMANY
• Outbound tourism is high.

• Lack of domestic attractions.

• Climate not good for summer sun holidays.

• Lack of stylish coastal resorts.

• It’s a developed country therefore people

don’t hesitate spending lavishly.
 JAPAN
• Tourists are stereotype.

• High cost of living and long working hours

because of this problem the government is
encouraging its people to take more
holidays.

• Main segment which travels is the young

women the so called office ladies.

• Language difficulties.

• Asian tourist markets which are actually

closer to japan might become most widely
 ACTIONS TAKEN BY THE
COMPANY
• Promote sustainable tourism products, using market related
instruments and incentives, such as contests, awards,
certification, model projects, culturally sensitive quality
labels covering both environmental and social
sustainability;
• Reduce inappropriate consumption, use local resources in
preference to imports in a sustainable manner; reduce and
recycle waste, ensure safe waste disposal, develop and
implement sustainable transport policies and systems, eg
efficient public transport, walking, cycling in destinations;
• Provide tourists with authentic information, enabling them
to understand all environmental and related aspects (e.g.
human rights situation) of tourism when selecting any
destination or holiday package; educate visitors in advance
of arrival and give guidance on 'dos' and 'don'ts'; make
tourists aware of their potential impact on and their
responsibilities towards host societies;
• Provide information on respecting the cultural and natural
heritage of destination areas; employ tour guides who
portray societies honestly and dispel stereotypes;
•Ensure that the marketing of 'green' tourism reflects
sound environmental policy and practice; use non-
exploitative marketing strategies that respect people,
communities and environments of destinations,
dismantle stereotyping, integrate sustainable tourism
principles when creating new marketing strategies;

•Train staff to foster tourist responsibility towards the

destinations, encourage multi-cultural education and
exchange;

•Actively discourage exploitative sex tourism,

particularly sexual exploitation of children, and
tourism which causes or contributes to social
problems;

•Adopt, observe, implement and promote codes of

conduct.
 PROFILE OF TOURISTS

• Tourists from developing countries such as Middle

East, India, China, Vietnam are those that are
affluent and the rich.
• Many tourists come to Singapore for a reason
other than a holiday. Many are here for business
trips and seek investment and business
opportunities here.
• There are several type of tour groups: Holiday
Makers, Corporate Groups, Attending seminars
and events, Family groups, Business travelers,
Student Tour groups, Medical Tourists.
• Biggest shoppers amongst the tourists are
Indonesians, Russians, Middle Eastern, Japanese
 STRATEGIES
• Key strategy is value for money.
• We will provide for direct currency conversions.
• Provide shoppoholics “Shopping Cards” with
maximum possible discounts. “Booz-O-Booz Cards”
for night life lovers.
• Local guides.
• Provide customers free calling vouchers of certain
fixed amount e.g.. $S50 calling cards.
• Provide travelers with RFID cards.
• Better Security for the travelers including medical
security.
 Distribution & Promotion

Direct Distribution Model

•Internet
•Travel Agents
•Corporate Deals
•High Net worth Individuals

Promotion
• Advertising
• Keyword Marketing
• Pay-Per-Click
• Banners
• Link Exchange
• PR Strategy
 OUR UNIQUE VALUE PROPOSITION
Build and maintain our customers

•Value for Money •Employment

•Unique Holiday •Enterprise Skill Enrichment
Experience
 Factor PRIME WTS SINGAPOR Importance
TRAVELS TRAVELS E to
Tour 2 2 DREAMS
1 customers
1
Packages INC
Price 2 1 1 1
Quality 1 1 2 1
Selection 3 2 2 2
Service 2 1 1 1
Reliability 2 2 2 2
Stability 2 2 3 3
Expertise 4 2 3 4
Reputation 4 1 3 2
Location 2 2 1 2
Appearanc 3 1 2 2
e

1 = Very Important; 5 = Not ver

 STRENGHTS

• Well-established tourism in member

countries: Singapore, Malaysia, and Thailand
already have high annual visitor arrivals.
• Well-developed entertainment options:
Countries already offer shopping, nightlife
activities, etc
• World-class airports facilitate travel: e.g.
Singapore Changi
• Diverse tourism resources within the region
range from nature to culture, religion, sports,
and health and wellness.
• Well-developed linkages to external markets
are in place.
 WEAKNESSES

Countries are at different levels of inbound

and outbound market maturity.
Countries are at different levels of
manpower standards.
Possible competing strategies are in play:
e.g. more than one country aspiring to be a
strategic hub, or countries competing to be
world leaders in particular attractions.
Trade and investment need to be
considered, as well as inter-firm linkages.
Visas are required for travelers from outside
the region.
 OPPORTUNITIES

•Liberalization: Ease of visa requirements

and government regulation of airlines could
be helpful.

•The ASEAN region is suited to hub travel

trends.

•World-class events could be leveraged.

•Two-way tourism could be better promoted.

•Intra-regional travel could be increased for

leisure, business, study and MICE.
 THREATS
Unstable p olit ical c ondi tions

Reg ional crises, e. g. ter roris m, avian f lu and tsun ami,

dis cour age t ouri sm.

Con tagio us disease and its medi a cov era ge ma y aff ec t

int ernati onal trav el deman d.

Lack of cri sis m anage ment r eadi ness pe rsists i n some

coun tries : Risk man agemen t co ntrib utes to a pos itiv e revival of

tour ist des tina tions i n many ca ses .

 PRICES

PREMIUM PACKAGE FOR CORPORATES:

Return Airline Tickets 758 x 2
Hotel Stay 4 Days & 3 Nights 3030
(Including Cruise)
Private Car 300
Insurance 100
Shopping Card 1000
Telephone Card 200
Tourist Guide 100
Entertainment (Golf, Casino, Cards) 200
------------
6446
------------
Figures in Singaporean Dollars
 PREMIUM PACKAGE FOR ENTHUSIATICS:

550 x 2
Return Airline Tickets
2500
Hotel Stay 7 Days & 6 Nights
500
Shopping Cards
100
Telephone Cards
500
Entertainment( Bungee Jumping, Safari)
100
Tourist Guide
----------
4800
----------

Figures in Singaporean Dollars

 ECONOMY PACKAGE

Return Airline Tickets 400 x 2

Hotel Stay 3 Days & 2 Nights 1500
Entertainment (Temples, Malls, 250
Theme Parks)
Shopping Card 300
Telephone Card 100
Tourist Guide 50
-----------
4000
-----------

Figures in Singaporean Dollars

 MEDICAL TOURISM PACKAGE

Return Airline Tickets 758 x 2

Hotel Stay 3 months 9000
Hospital Expense (Bone Marrow 15200
Transplant)
Shopping Card 2000
-----------
27716
-----------

Figures in Singaporean Dollars

 THANk
YOU