Spotlight on Singapore -
Edition 4

In your last update, you shared insights into your plans to support recovery from the Singapore market. Please update us on how this is tracking.

After the successful launch of Australia, Yours to Explore campaign with key airlines and distribution partners in February, we rolled out our first in-market hybrid event in March – the Business Events Australia Asia Showcase. This was followed by a face-to-face Product Development Forum in April, held in partnership with the eight local State and Territory Organisations (STO’s) to share updates from sellers attending the Australian Tourism Exchange (ATE) and key destination highlights with around 50 Singapore agents. 

In collaboration with Tourism and Events Queensland, we supported the first international familiarisation group, since the COVID-19 pandemic, from Singapore to Queensland in April. In addition to experiencing new products across Brisbane, Gold Coast and Sunshine Coast, participants also attended an afternoon workshop hosted by Destination Gold Coast to meet with 14 tourism operators.

To convert pent-up demand and support recovery, we launched the ‘Discover a Great Deal More’ Virtual Travel Fair across the South and South East Asia region which ran from 21 April to 15 May. The three-week campaign featured 36 airlines, online travel agents and key distribution partners from the region, offering attractive travel deals to boost immediate and long-term bookings.

Whilst most of the conversion campaigns are still on-going, we are already gaining strong momentum. Compared to pre-COVID capacity, Singapore’s aviation recovery is at 75 per cent in May and is set to restore up to 81 per cent of seat capacity* into Australia by July. 
*Source: Cirium SRS Analyser

How is consumer sentiment towards travel? Are there any booking trends emerging, relevant to Australia?

With one of the highest vaccination booster rates (75 per cent) in the world, Singapore lifted most COVID-related restrictions in late April, including pre-departure testing requirements. Consumer confidence sky-rocketed, with bookings for flights out of Singapore, as well as overseas accommodation, more than doubled just a day after the country announced reopening its borders, without daily arrival caps. Even with airfares increasing 20-30 per cent since 2019, it has not dampened travel demand. In fact, consumers are more willing to travel on a better class, increasingly booking on premium economy and upwards. 

With Australia also removing pre-departure testing requirements in mid-April, our trade partners are seeing a surge in enquiries and bookings, especially for the upcoming June school holiday period and winter experiences to get away from Singapore’s year-round hot and humid climate. This is supported by data from ForwardKeys, where in the last 10 weeks between mid-March to May, Singapore has emerged as the top performing market, with forward flight bookings to Australia tracking between 149 per cent to 244 per cent compared to same period in 2019. 

Besides the travel trends I shared in the February update, travellers are also planning longer stays in Australia, with the average stay for Singapore travellers increasing from eight to 10 to 14 days, seeking a more relaxed, slower itinerary with immersive experiences and diversity in multiple destinations. 

28 Singaporean delegates just attended the Australian Tourism Exchange (ATE) Live for the first time in three years.  What was the sentiment / highlights among the buyers? What are they most excited about sharing with their clients upon their return to Singapore?

The Singapore buyers were thrilled to be back in person at ATE and in Sydney after more than three years. Among them, there were seven first-time attendees and the response have been resoundingly positive, considering this is one of the very first trade shows that they have attended live (domestic and international). Buyers were especially impressed with how the event showcased the whole of destination Australia and were very glad to be meeting face-to-face with the Australian industry partners, both new and old.

As ATE Live was in Sydney, the Singapore buyers also observed the city’s exciting transformation in the past two years, especially around Darling Harbour and Barangaroo, with the myriads of dining options, new hotels and event venues. 

Besides the new and iconic products that the buyers experienced during their ATE familiarisation trips, I believe the main highlights they will be sharing with their clients back in Singapore will be around the ease of travel to Australia now, key gateways have been restored with increasing capacity and the return to normalcy in Australia, without the need to wear mask everywhere (masks are still required in certain settings in Singapore).

What in-market events are you planning this year?

To re-invigorate and maintain engagement with trade partners, the Aussie Specialist community and their customers, we are planning a series of initiatives in the coming months:

• Starting with an Aussie Specialist Program (ASP) Workshop on 8 June, targeting 80 attendees, including participation by all eight STOs in market, with key highlights around the new ASP2.0 and Indigenous focus. 
• On-going: To rebuild the ASP community (many exited the industry during the pandemic) and strengthen product knowledge of Australia, we will continue to roll out monthly ASP training (webinars/face-to-face) and activities together with STOs and tourism operators.  
• September onward: Affinity partnership with luxury agents and Australia-inspired food and beverage establishments in Singapore to re-engage with their premium clients, focusing on luxury and sustainability, including Indigenous content and experiences.
• October onward: Trade familiarisation trips in partnership with STOs and convention bureaux to target leisure, Business Events agents and potential corporate clients.