Sharpening Singapore's Positioning for the Chinese Market - Tourism Industry Conference 2018
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Sharpening
Singapore’s Positioning
for the Chinese Market
Tourism Industry Conference 2018Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
2Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
3In 2017, STB Greater China intensified our
efforts on target segments of Families with
Young Kids and Early & Established Careers
Families with Young Kids Early & Established Careers
Singapore’s strong hygiene factors (convenience, safety, Ease of planning and traveling to Singapore, and wide
suitable food, variety of attractions etc) and ample learning variety of events, dining and retail offerings to escape from
opportunities (attractions and experiences catering to all daily stresses while indulging in finer things in life are our
kids’ age group) are our strengths strengths
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4We launched our new brand with Stefanie Sun as our
Singapore Tourism Ambassador and Nathan Hartono as
our Passion Ambassador for Greater China…
Online and Offline Brand Campaign Roll-out
Stefanie Sun - Singapore Tourism Online TV ads, print ads, OOH (light boxes, cinema ads, office lift LCDs), WeChat
Ambassador for Greater China and Moments ad and ads on trade partners’ platforms (12 strategic partners + Ctrip, Tuniu,
Nathan Hartono @ Brand Launch in Tongcheng, Mafengwo, Dianping + travel agents in Tier 2 cities).
Beijing on 7 Sep 2017
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5…Deepened our collaboration with digital
partners, and trade in Tier 2 cities
5 CITIES ROADSHOW HELD AND ONLINE TRAINING LAUNCHED
STRATEGIC MOU WITH TENCENT
One of the largest internet and technology Held in Fuzhou, Nanning,
corporations and most valuable gaming Zhengzhou, Wuhan and
and social media companies in the world Chongqing
42 Singapore companies
(DMCs, Attractions, Hotels)
participated, attracting 729
participants from 288 local
Zhengzhou
travel agencies
Wuhan
Many quality leads
Chongqing received, with conversion
Fuzhou into actual groups during
CNY period
Nanning
MOU Signing between STB and Tencent
A 10-module online
training platform with
>3000 registrations within
2 months of launch
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6Encouragingly, 2017 VA and TR continues to be
strong
CHINESE VA AND TREX-SEG IN SINGAPORE
3.5 4,000
$3,529
3,500
TR (S$) Millions
3.0 $2,981 $3,083*
VA Millions
Largest contributor to Singapore’s VA $2,634 $2,537 3,000
2.5
for the first time in 2017
2,500
2.0
19% of total VA in 2017 3.23
2,000
1.5 2.86 1,500
1.0 2.27 2.11
Largest contributor to Singapore’s TR 1.72 1,000
since 2013 0.5 500
S$3.1 bil 0.0
2013 2014 2015 2016 2017
0
China TR for 3Q 2017
+10% vs 2016 China VA China TR
*YTD 3Q2017 TR
Sources: STB OVS and Statistics, 2007-2017
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7Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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8The China outbound tourism market is set to
continue strong growth and socio-economic trends
present opportunities for Singapore tourism…
CHINA – 2017 WORLD’S TOP OUTBOUND MARKET SOCIO-ECONOMIC TRENDS
Most outbound trips ever made SOCIAL
ECONOMIC
131 mil Consumption upgrade, Ageing population
+7% vs 2016
as working adults Limited family time
across China become
World’s largest tourism spenders Two-child policy
financially capable
US$115 bil +5% vs 2016 Singles economy
PCE: US$ 878 (or S$1153)
Growing Tier 2 Individualistic, “I-can” &
Further potential growth in outbound travel: economies tech-savvy consumers
134 mil outbound trips Only 6%
Expected in 2018 of Chinese today OPPORTUNITIES
+4.5% vs 2017 own passports
Growth in demand for quality group travel, including
Promising trend of quality tourists from China: family travel, customized travel and semi-FIT
Spend 2x more Consumption upgrade Growth in FIT travel even in Tier 2 cities
than 2nd largest 消费升级
费升级 + Quality travel
品质游 is on the rise.
spender USA Growth in interest-based travel
Sources:
Restricted • STB Statistics, 2007-2017
These slides are property of STB and shall not be reproduced or distributed without 《
• China Tourism Academy & Ctrip, 2017 出境游大数据报告》 , Mar 2018
STB’s written permission • China National Tourism Administration, Reports on tourism statistics, 2008-2017 9
• www.mafengwo.cn/travel-news/1137975.htmlBut global competition is intensifying rapidly
as many destinations look towards China as
growth market
IMPROVING DIRECT CONNECTIVITY AND
AT COMPETITIVE RATES RAISING STANDARDS OF CHINESE SPEAKING GUIDES
Air China - Beijing to Athens SIA - Beijing to Singapore
launched on 30 Sept 2017 Switzerland: Switzerland Tourism
partnered with Chinese driver-guide
platform HiGuides to train and certify
HiGuides to escort guests along the
Grand Tour of Switzerland.
Launch of direct flights between Athens and Beijing and at
highly competitive prices vis-à-vis to Singapore
ENHANCING POST ARRIVAL VISITORS EXPERIENCE
PAYMENT AND LANGUAGE FACILITATION
Australia:
Thailand: Wide acceptance of • First destination (Sydney) to leverage
WeChat pay and Chinese language on WeChat’s Mini Programme to
enabled ‘Visit Thailand’ app enhance the city’s experience
• Includes navigation and content on
shopping, attractions, F&B
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10In 2018, we will further amplify our Passion
Tribes amongst our focused segments…
FAMILY – Highlight edutainment EARLY & ESTABLISHED
activities/attractions in tour packages and PR CAREERS – Push weekend
messages to appeal to the post-80s (and getaways and leverage on events to
even post-90s) mums who are usually the provide additional reasons for this
decision-maker, are very well-travelled and discerning group to come to
Explorer more discerning in their travel choices. Culture Shaper Singapore
POST-90S GENERATION – Play up hip quotient of
Singapore through events like Cocktail Week, and
leverage relevant UGC platforms like video-sharing
website – Tudou, video editing app – Meipai, live-
streaming e.g. Qzone to reach out to this segment
Foodie Collector Socialiser who make up 39% of China total outbound and is the
new engine of consumption in China.
MARATHONS – Ride on the “health and fitness” craze in China to jointly promote the
marathons/running events in Singapore.
Action Seeker
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11Work with our strategic and digital partners to
optimise our marketing efforts, outreach and
visitor experience….
STRATEGIC ALLIANCE + DIGITAL PARTNERSHIPS
• Joint marketing efforts to promote Singapore
and drive conversion
• Explore new areas of collaboration such as
data sharing, mini program and reaching out
to younger Chinese travellers
• Co-create content to deepen visitors’
experience, including post-arrival
recommendation and to jointly promote
Singapore through events like food festival
and Foodie and Socializer KOLs.
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12Sharpen our positioning and products for Tier 2
and MICE markets
Sharpen positioning and products for STB’s targeted Intensify client engagement and
Tier 2 cities Develop Better Tools for Chinese M&I Groups
Promote relevant tours and
products based on visitors’ Sharpen MICE Conference
profile from each city positioning and intensify
direct corporate client
Push for Singapore to be the engagement
top-of-mind FIT destination
for post-90s and post-00s; Review Inspire experiences
and launch easy-to-use set
Deepen engagement of menus catered to Chinese
trade and media in our 16 market
Tier 2 cities
*MICE Conference will be held on 27-29 June 2019 in Guiyang, China
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13Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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14Our industry has been proactive in developing
China ready materials to engage our focused
segments
WILDLIFE RESERVES SINGAPORE developed educational programme
FAMILIES WITH YOUNG KIDS comprising of back-of-house tours and overnight camps in Mandarin to target
families with young children from China
In addition, WRS has also developed Mandarin services for night safari tram rides, a Chinese website, WeChat official
account and enablement of Alipay and Wechat payment
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15Our industry has been proactive in developing
China ready materials to engage our focused
segments
EARLY & ESTABLISHED CAREERS
GARDENS BY THE BAY SENTOSA NATIONAL GALLERY SINGAPORE
Sentosa Wechat Official account National Gallery App with Mandarin
QR Code audio tours
Chinese language website, option
Garden Cruises Audio Tour in
brochures and island directional Chinese write up and QR code links
Mandarin
signage on some art pieces
Guided tours in Mandarin
Collaboration with Ctrip to introduce Audio devices with Mandarin services
Alipay payment services “Catch-a-Mascot Game” on-island Working with Society of Tourist Guide
Alipay payment services to train Chinese speaking tour guides
for NGS
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16And making it easy for Chinese to make payments
in Singapore
Changi Airport Suntec City partners Comfort Delgro
Wechat Angpao Alipay to put up partners Alipay and
activation during payment points at Wechat to offer
Chinese New Year 350 suntec shops payment options to
Chinese visitors MBS partners ICBC
Bank to offer its card
users exclusive deals
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17STB has also leveraged newer platforms to deepen
engagement with our Chinese visitors
In 2016: Launched AUDIO GUIDE Feb 2018: Launched WECHAT CITY EXPERIENCE MINI-PROGRAM
for 7 precincts/attractions in STB A digital guide book concept integrating location based maps, images, audio guide, itinerary
WECHAT SERVICE ACCOUNT planning. Can be expanded to link to mini-program of POI, and facilitate transactions
Multiple places of interests Each POI can reflect address,
shown on map description, audio introduction
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18A mini-program allows more dynamic navigation and
is a solution for stakeholders to provide content
(and presence) without active content maintenance
What is a mini-program?
How do you activate the
• Applications that function within the WeChat app itself Mini Program platform?
• Each mini-app is like a webpage
• Found by searching inside WeChat or scanning a QR code • After accessing a mini
• No installation required, does not take up precious phone storage app, WeChat adds a Mini
What are its advantages? Program bar in the
Discover section where
• Enable much more dynamic navigation (allows ‘jumping’ from you can find all the mini
one mini program to another) apps you’ve saved.
• Cheaper than developing a standalone mobile app, since one
version fits all android and IOS version
• Can be shared across different platforms (e.g. in chat rooms)
since each mini-app is technically a webpage in itself.
Mini Program Statistics (Jan 2018, 1 year since launch)
• Android users can pin mini-program to their home screen • 580,000 mini program created in the areas of travel ticket
booking, stock checking, video watching, food ordering, movie
What are its dis-advantages? ticket booking, bike sharing, taxi hailing, online shopping, picture
• Unable to push notifications like a Wechat subscription account editing and many more.
• 95% of e-commerce platform brands have created a mini app
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19Register your details to receive more
information about the mini-program
http://bit.ly/chinaesf
Scan the QR code with any QR scanner or enter the URL to register your details
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20Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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21We (STB+Industry) also need to do more together
to engage the Chinese better and deeper
CHINESE LANGUAGE ENABLEMENT CHINESE SPECIFIC CONTENT/PROGRAMME
Wechat OA account
Availability of China Communication Mandarin audio Educational programmes/ back
ready materials tools to keep guides/device of house content/ tours
Eg. Storyboards, visitors updated on
brochures activities
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22STB will support you via our Experience Step-up
Fund (ESF) – China Market Call-Out
Objective
To encourage businesses to develop new relevant content for Chinese-speaking visitors
and/or better deliver existing relevant content to Chinese-speaking visitors to enhance
their visitor experience and satisfaction during their stay in Singapore
The ESF China Market Call-Out will support 2 areas:
CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
To deepen connection and To develop engaging and compelling
enhance story telling with the content/program with unique local
Chinese visitors. insights which connect with visitors.
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23Over the last 2 years, ESF has supported the
following scope
Tours Technology Souvenirs
To develop engaging and To encourage and drive To develop attractive souvenir
compelling tours which innovation in the tourism offerings which represent the
connect with visitors industry through the destination, tell a Singapore
through the sharing of our effective adoption of key story, are well-packaged and
Singapore stories technologies, to deliver delivered in a series
exceptional experiences
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24And these are proposals that have been supported
and implemented by our industry
MONSTER DAY TOURS RIVER SAFARI
TOURS ASIA 101: WHERE FOOD
TECHNOLOGY ADVENTURE BUDDY
SOUVENIRS
& CULTURE MEETS
NANYANG OLD COFFEE
Coffee Brewing Set (by Dec 2018)
Get to experience the various and rarer A mobile app in 6 languages that
Asian enclaves in Singapore (Burmese, enables visitors to easily access Design with all the components
Thai, Vietnamese, Indo & Filipino); Sample additional information about the necessary to make a traditional
at least 8 different types of Asian foods animals/exhibits through the app on cup of Singapore coffee and
with hands-on food and cultural activities their mobile devices via QR codes and printed with a write up on the
bluetooth. The app also serves as a brand story and relevance of each
personal audio guide to the visitors coffee component
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25For ESF China Market Call-Out, we are seeking
proposals that can raise our industry readiness
in 2 areas
CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
To deepen connection and enhance story To develop engaging and compelling
telling with the Chinese visitors. content/program with unique local insights
which connect with visitors.
Not just a
translation*
Unique local Great
insights storytelling
Richer
Technology as Targeting Families
interactivity
a differentiator with Young Kids
and storytelling
*For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
and Early &
For English tours offered in Chinese, support can be up to 70% Established Careers
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26Examples of possible projects include
CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
Programmes, Learning Journeys, Tours*
Storyboards and Mandarin audio Language solutions
brochures guides/devices for business events
Keppel Centre for Arts My Awesome Café, Hill Street
Source: The Straits Times Source: The Straits Times
Content further amplified via your own company’s
Tours to showcase
mini-program that is linked to STB City Experience Singapore Through
Arts Program instagrammable places of
targeting Families Singapore targeting Early
with young kids Careers
TOUR DESIGN CHALLENGE
Includes a China market track to help ground handlers
develop strong multi-day itineraries through workshops, site
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27The ESF China Market Call-Out will be targeting
these tourism businesses with support for up to
70% of qualifying costs
Tourism businesses must be Singapore-registered entities
Target Grant
Applicants Attractions, Museums, Precinct Associations, Retail malls/Groups,
Professional Exhibition and Conference Organisers, Travel Agents
Up to 70% of qualifying costs (for development phase) supported
For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
QUALIFYING ACTIVITIES QUALIFYING COSTS
Development of new products and Third party costs including
experiences Professional Services, Hardware/Equipment & Software, Materials &
Content enhancement at existing Consumables, Production, Marketing (marketing collaterals production
attractions, precincts and business events costs of qualifying media funding support cap at up to six months)
Technology enablers
Internal costs including
Internal manpower (limited to tour development only)
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28With the following support parameters
To achieve at least one of the following:
Increase in total /
Improvement in Increase in total /
Performance induced visitor
visitor satisfaction induced revenue
Targets footfall
E.g. Measured by pre-post consumer E.g. Measured by actual attendance/ E.g. Pre-post project profit & loss
survey and/or satisfaction rating visitorship/ utilisation (for technology: statements
usage of devices, app downloads and
active users)
Relevance and longevity Company’s track record
Strength of business plan
of concept and financial status
• Relevance of concept in catering • Clear marketing and/or sales plans • Company’s track record and ability
Evaluation to language and/or experience to reach Chinese market to drive and successfully deliver
needs of Chinese travellers • Ease of concept to be maintained the project
Criteria • Must be available over a sustained and/or updated • Financial stability
period, e.g. at least six months
• Potential to achieve at least one of
the three performance targets
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29Application process for ESF China Market
Call-Out
All proposals can be submitted on an ongoing basis from now
till 31st December 2018
Details for Tour Design Challenge will be released in May 2018
Interested applicants can submit an Executive Summary
(template available for download on the “Experience Step-up
Fund (ESF)” page under the tab, “Assistance & Licensing”, at
www.stb.gov.sg) to:
STB_tradeshows@stb.gov.sg
Tour Design Challenge: STB_TID@stb.gov.sg (May 2018 onwards)
*Project must not have commenced before STB grant offer.
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30In summary, ESF China Market Call-Out helps to
sharpen our positioning for the Chinese market
CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
Possible
Scope Storyboards and Mandarin audio Language solutions Programmes, Learning Journeys, Tours
brochures guides/devices for business events
With further amplification of the content via technology platforms such as the mini-program
Level of Up to 70% of qualifying costs (for development phase) supported
Support
For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
Target Tourism businesses must be Singapore-registered entities
Grant
Applicants Attractions, Museums, Precinct Associations, Retail malls/Groups,
Professional Exhibition and Conference Organisers, Travel Agents
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31Agenda
1 China Market Performance in 2017
2 China Market Focus Areas for 2018
3 Enhancing the experience of Chinese Visitors in Singapore
4 Experience Step-Up Fund (ESF) China Market Call-Out
5 Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller
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32《变化中的中国游客：
变化中的中国游客：新需求与新期待》
新需求与新期待》
Panellists 论坛嘉宾
论坛主持人
Mr. Lyu Gang 吕刚
Co-Founder & COO 联合创始人
合创始人，首席运营官
mafengwo.com 马蜂窝旅游网
蜂窝旅游网
Mr. Barry Lin 林友信
Vice General Manager 副总经理 Ms Low See Peng 刘诗苹
Chief Representative Greater China
Tuniu.com 途牛旅游网目的地营销中心
牛旅游网目的地营销中心
Regional Director (EC & SC, HK,
Macau and Taiwan)
Singapore Tourism Board
Ms. Serina Su 苏丹 大中华区首席代表、署长 (华东、华
Assistant Vice President, Sales - International 南、港澳台)
Market 助理副总裁,
助理副总裁 销售-国际市 国际市场
国际市场 新加坡旅游局
Wildlife Reserves Singapore 新加坡野生动物保育集团
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33THANK YOU
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