SINGAPORE LIVES IT UP AT ITB BERLIN

Singapore's new and upbeat image will be a refreshing discovery for the world's travel trade at this year's ITB (Internationale Tourismus Börse) Berlin which takes place between March 3 and 7.

The island Republic, well associated as an economic success and for its unrivalled efficiency, is now wielding an equally efficient battle to dispel the myth that it is a boring destination.

The Singapore Tourism Board (STB) makes no apologies for this latest mission, as it brandishes a bold Live it Up ! campaign that says it all: Singapore has the experiences to offer the dream holiday of anyone's choice.

Riding on the success of last year's record 10.5 per cent growth in arrivals to 7.69 million, Singapore is now out to attract even more visitors. The aim: to hit at least 8 million visitor arrivals by the end of 2001.

European arrivals have proved to be especially encouraging, posting a convincing 7.4 per cent increase over 1999's historical high of 1.05 million arrivals. The high growth markets from Europe include the Belgium and Luxembourg (19.7 per cent growth), the Netherlands (up 19.6 per cent), Republic of Ireland (up 19.5 per cent) and UK (10.8 per cent growth).

Not only are figures of visitor arrivals impressive, the number of visitors staying for four to five days has increased by 11.8 per cent and 11.3 per cent respectively. This simply proves that there are so many activities in Singapore that visitors have to stay longer to enjoy them all.

Mr Yeo Khee Leng, the STB's Chief Executive, said: "We are certainly encouraged by this type of high growth rates out of Europe. The STB and the Singapore tourism industry definitely intend to maintain our market share, if not to increase it."

The 35-member Singapore delegation will be making a strong bid at ITB Berlin to ensure this. For starters, they already have an excellent product to sell, with lots of new attractions, activities and ideas to interest tour operators, conference organisers and incentive planners.

Mr Asad Shiraz, the Board's Senior Director, Tourism Marketing said: "One of the things we must do at the ITB Berlin is to update the travel trade. We recognise that many tour operators are still not aware of how much Singapore has changed, to become a very vibrant and active city. The year's calendar easily offers 4,000 events, from sports to the arts, from exhibitions to parades. The idea we would like to put across is that there is something for everyone at any time of the year whether you are an international traveller wanting to spoil yourself on a lavish holiday or simply travelling on a shoestring budget. Anyone, looking for a great time for a holiday, can enjoy themselves in Singapore."

Even for the corporate visitor who fancies a few days of relaxation after intensive business negotiations, there are luxurious spas all over the island to choose from and indulge in.

For the partygoers wanting a slice of nightlife in Singapore, there is the lively Mohamed Sultan Road with all its pubs and dance clubs located in quaint shophouses.

The STB's stand at Messe Berlin Hall will feature 410 square metres of garden city theme ? to highlight Singapore's success in integrating green pockets within its cityscape. In fact, nature reserves are another facet of Singapore, which the STB will be promoting to the travel trade at ITB.

In order to address Singapore's new image adequately with the industry, the STB is reinforcing its presence at ITB with a pre-event PATA workshop in Zurich.

This will be a good platform for the Singapore travel industry to meet with Switzerland's top travel trade decision-makers to discuss the new products available for the next season.

Apart from ITB Berlin, the other major travel events, which the STB attends, include the World Travel Market in London, the European Incentive & Business Travel and Meetings Exhibition in Geneva and the Arabian Travel Market in Dubai.