SINGAPORE AIMS FOR GROWTH FROM GULF AND MIDDLE EAST MARKETS

Singapore's exciting new image will be a talking point this Arabian Travel Market, as the efficient island Republic launches an intensive campaign to tell the world that this is a destination for dream holidays.

A visible manifestation of this is Live it Up! ) the self-explanatory marketing campaign of the Singapore Tourism Board ) which makes its way across the Gulf and Middle East with the break of a new TV advertising campaign from May, the first ever attempted by Singapore specifically for this market. Soon, millions of households in the region will be watching the vibrant commercials over MBC and LBC. The message : Singapore is vibrant, lively, fun and worth a visit or more.

This, supported by 15 travel agents product seminars and promotions in the Middle East conducted over the last two years, is part of the ambitious plan by the STB to achieve a year-on-year growth of 10 per cent in arrivals out of Gulf an Middle East markets.

Asad Shiraz, STB's Senior Director Tourism Marketing, said: "We intensified our marketing efforts to this region in 1998, and almost immediately, turned around negative growth to a bumper 12.9 per cent increase in arrivals that year. Since then, we have been witnessing growth rates of between 5 and 10 per cent. Thus far, most of our efforts have focused on the trade. This year, we are breaking into direct consumer campaigns in a bigger way. Together, these efforts will help us maintain a 10 per cent annual growth rate for the next two or three years. Certainly, the STB views this region as one with great potential which is yet to be tapped."

Among some of the new initiatives under consideration is a plan to set up a dedicated marketing representative office in the region. Dubai is most likely the choice location for STB's first ever representative office in the Gulf and Middle East.

"The intention is to be more visible and closer to our partners in the region and it would help better coordinate our marketing plans for the region," said Bernard Lim, STB's new Country Manager for West Asia.

A dedicated line of collateral focusing on family holidays is also being produced to better target the various market segments in the region. STB identifies its key producing markets as Saudi Arabia, the UAE, Kuwait and Iran, which together produce more than 80 per cent of total Gulf and Middle East arrivals to Singapore.

At this year's ATM, Singapore's 62 square metre stand at the Dubai World Trade Centre will feature the Live it up! in Singapore theme. A video wall displaying the new TV commercial and events in Singapore will provide a window to the country's brand new image of a hip and happening Asian city.

"We want to tell the world of Singapore's wide range of activities and attractions," said Mr Lim. "New Asia-Singapore is the brand name for a destination which combines the best of a first world nation with the rich tapestry of Asian heritage. Visitors to Singapore will find a unique blend of multi-ethnic culture, history and 21st century modernity. This, coupled with a host of things to do and see, make for a truly dream holiday. At the ATM, we are going to show our travel partners the myriad of experiences available for them to put together so as to suit different travellers, needs."

The Singapore delegation to ATM will also comprise travel and hospitality companies of Singapore. Together with the STB, they will be offering choices from business and breakaway leisure programmes to fun-filled family holidays.

Among the colourful collaterals distributed to the trade, is a brochure detailing 101 ways to Live it up! in Singapore. Singapore proved to be the popular choice of 7.69 million visitors in 2000, a record 10.5 per cent growth over 1999. The Gulf and Middle East markets contributed more than 88,000 visitors.