It has been six months since your last update. What recent changes are impacting life in Singapore now? 

In its continued efforts toward gradual reopening, Singapore launched its first Vaccinated Travel Lane (VTL), at the end of September 2021, with Germany and Brunei for international quarantine-free travel. Since then, more than 23 VTL arrangements have been established with countries including Australia, Denmark, France, Italy, South Korea, Thailand, the United Kingdom and United States of America. However, much like the rest of the world has experienced, the emergence of the Omicron variant and rising COVID cases brought about disruptions to VTLs just before Christmas, when the government suspended sales of VTL tickets until 20 January 2022. Although the suspension is lifted now, VTL quota will be capped at 50 per cent until further notice.   

Fortunately, more than 93 per cent of the eligible population (aged 12 years and above) are now fully vaccinated and as of 8 February, a further 61 per cent of Singapore’s population have received boosters. So, while we are still battling the current Omicron wave, the healthcare system is coping well overall.  

Singapore has also started vaccination for children 5 to 11 years old since and this will likely boost travel confidence for families and the school holiday period in June. 

Can you share insights into your plans to support recovery from the Singapore market? 

To excite Singapore travellers to come back to Australia for a refreshed holiday experience, we have launched a $4 million Yours to Explore campaign. We have collaborated with our Singapore key distribution partners focusing on tactical campaigns to drive bookings and recovery. These partners include Chan Brothers, UOB Travel, CheapTickets.sg and Klook, and we continue to work closely with Singapore Airlines and Qantas to restore and increase services into Australia in the coming months. Together with the local team of State and Territory Tourism Organisations (STOs) and their respective industry partners, we have just rolled out part one of a two-part series of new product development webinars as key training focus on our Aussie Specialist Program. We are also reconnecting Inbound Tour Operators with our key distribution partners to update rates and launch new travel experiences and itineraries, self-drive packages and other tourism offers that meet the latest travel trends, spark the Singapore travellers’ imagination, and inspire them to see Australia with fresh eyes. Recruitment for buyers for the Australian Tourism Exchange (ATE) 2022 has commenced and we are hopeful that Singapore buyers will be among the first international markets to attend ATE Live and engage with the Australian industry in-person. In addition, plans are also underway for in-market hybrid events including Business Events Australia Asia Showcase in March, a product development forum with local STOs in April and an Aussie Specialist Program (ASP) workshop.

How is the Singapore travel trade faring?

Things were beginning to improve towards the fourth quarter last year as Singaporeans started travelling to more VTL destinations. However, the suspension of VTL ticket sales brought an abrupt stop to that and the travel trade is now treading lightly while being conscious of consumer sentiment. 

That said, the Singapore government is maintaining a committed effort towards reopening and staying on course with road maps to living with COVID endemically. Whilst the travel trade is still operating on reduced capacity, they are maintaining a high level of enthusiasm, especially towards Australia’s reopening, where we observed an uptick in webinar attendance (by more than 50 per cent) when we conducted Aussie Specialist Program training on reopening protocols in November and December.    

During our recent Chinese New Year engagement via Zoom with the STOs, the trade partners also cited optimism and excitement in returning to Australia for ATE Live in May. 

Are you seeing evidence of any emerging consumer travel trends that are relevant for travel to Australia?

According to Expedia’s Travel Trends Report for 2022, 73 per cent of Singaporean travellers want to go on the ‘Greatest of all Trips (GOAT)’ in 2022. 43 per cent of Singaporean travellers prioritise enjoyment over budget and are willing to splurge. Forty-one per cent of travellers seek trips that boost health and wellness, while up to 38 per cent seek to relish the excitement and fulfillment of a GOAT trip. Thirty-two per cent are seeking local engagement and cultural experiences, while 24 per-cent want to sleep under the stars. This is in line with feedback that we are getting from our key distribution partners, where customers are leaning toward more road trips, longer stays, nature, less crowds, unique accommodation and cultural and sustainable options. Similarly, our content amplification on road trips has performed strongly. Australia’s strength in key pillars such as nature and wildlife, food and drinks have always been a major draw for the repeat Singaporean visitors and will continue do so. 

Being grounded for the last two years also means Singapore residents had no choice but to explore our own backyard, this has led to a rising interest around walking and hiking. Providing an excellent opportunity to showcase the myriad of walking options that Australia has to offer, against the backdrop of its stunning great outdoors. Having the same tropical climate year-round here in Singapore also creates the desire to travel for cooler seasons, providing yet another opportunity to dial up on snow play and winter experiences in Australia. 

Now that working from home or remotely has been normalised, we are noticing an increase in remote work being weaved into vacation planning or ‘work-cation’, allowing people to make the most out of their time and staying longer during their trips. Australia’s proximity and minimal time zone difference will make it an even more ideal work-cation destination for travellers from Singapore.

And personally, what is on your wish list of experiences when you finally get the chance to return to Australia?

After being trapped on the island for more than 24 months, and like my fellow vacation-deprived Singaporeans, I need to travel in Australia! I miss all the fresh food and produce, the awesome coffee culture, the amazing seafood and beautiful nature. Too many on my wish list, if I must narrow down, top on my list will be: 

• Escape to the Bruny Island Long Weekend in Tasmania for an idyllic combination of coastal walks, wildlife cruise, gourmet food and glamping
• Astronomy tours for stargazing anywhere in Australia
• Sleep under the stars in a sky view bubble tent in Daylesford or on a pontoon at the Great Barrier Reef
• Explore the Noosa Everglades on an eco-cruise
• Brisbane in general. Oddly, even though I have been to the city for work, I never really got a chance to properly explore Brisbane and surrounds
• Most importantly, really just to catch up and see my friends and colleagues in Australia.