Singapore Tourism: Go-local drive needs 'stronger support'

Tourism board should identify top 10 brands, develop food districts: Experts
Melissa Lin Straits Times 23 Apr 13;

MORE must be done to develop home-grown tourism offerings if Singapore's "go local" strategy is to work, industry figures say.

Orchard Road Business Association executive director Steven Goh said there are not yet enough brands that can attract holidaymakers. "If you ask visitors from Hong Kong and Taiwan, they come here to buy Charles & Keith," he added, referring to the shoe brand.

"Singapore is lacking other brands like that. We need to groom the next Charles & Keith."

He suggested that the Singapore Tourism Board (STB) identifies the top 10 brands with potential and help them to grow in areas such as business development and franchising.

Ngee Ann Polytechnic's senior lecturer in tourism Michael Chiam said food districts in Singapore needed to have more distinct identities to attract visitors. "If you look at the hawker fare at Chinatown, whether you eat it there or at Bedok, there's no difference. We need to develop more places like Newton Circus."

Fashion designer Priscilla Shunmugam's label, Ong Shunmugam, is one local brand being touted by tourism industry players - including STB chief executive Lionel Yeo - as having the potential to lure travellers to Singapore.

Started at the end of 2010, it is known for its modern take on the cheongsam. The label's designs were presented at last year's Paris Fashion Week.

"There is definitely a decent list of us (designers) that can hold our ground," said Ms Shunmugam. "(But) the less confidence we have about our identities and origins, the harder it can be to accept that something designed and made so close to home can be of value."

Last week, Mr Yeo said the Republic is ready to showcase its "authentic" local offerings alongside its glitzy cosmopolitan attractions. The idea is to appeal to more discerning tourists, and help strengthen Singaporeans' sense of civic pride.

Speaking on the sidelines of yesterday's Tourism Industry Conference 2013, Mr Yeo said that Singapore needed a narrative.

"Good storytelling can touch people's hearts and give them a memorable experience," he said. "It's about bringing a place alive."

Even though some feel more can be done to groom local brands, there is already a market for home-grown attractions.

About six months ago, the CTC Travel agency started tours catering to travellers wishing to go off the beaten track.

There is one focusing on cuisine, where visitors learn to make local dishes such as bak kut teh, and another taking visitors around parks such as the Sungei Buloh Wetland Reserve.

"These are for the tourists who have been here many times and want a more in-depth experience," said CTC Travel spokesman Alicia Seah."We've seen a 10 to 15 per cent growth this year in the number of such visitors."

Mr Chiam said professionals from overseas, not just students, are opting to backpack in Singapore for the "authentic" experience. "They'll eat at hawker centres and would rather take public transport instead of tour buses."

He added that the STB's latest international marketing video - which features Singaporeans enjoying local attractions - was a change from previous films that showed mainly iconic buildings, such as Marina Bay Sands. He said: "This portrays the local way of life. Even if we don't speak perfect Queen's English, this is our heritage, this is who we are."

Meanwhile, the STB released details of its $5 million Kickstart Fund to help the industry create new concepts for tourism.

It will expire on March 31, 2016, and provide grants of up to 50 per cent of the cost of a project, capped at $75,000.

The board also plans to bring in leading global consultants to conduct a series of hands-on workshops for the local industry.