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Introduction
Singapore is a sunny, tropical island in South-east Asia, off the southern tip of the
Malay Peninsula. The city-state is 710 square kilometres and inhabited by five million people
from four major communities; Chinese (majority), Malay, Indian and Eurasian. Since its
independence in 9 August 1965, the country has adopted a parliamentary democracy system. 
Currently, the government and the cabinet are led by Prime Minister, Lee Hsien Loong while
President Halimah Yacob is the Head of State. It has the third highest population density in
the world,Singapore offers a world-class infrastructure, a fully integrated island-wide
transport network, dynamic business environment, vibrant living spaces and a rich culture
largely influenced by the four major communities in Singapore with each offering different
perspective of life in Singapore in terms of culture, religion, food, language and history.

Singapore tourism destinations and its characteristics

Singapore is a wonderful destination for tourists and locals alike. It has many
attractions that showcase its diverse culture, history, nature, and innovation. Singapore is the
5th most visited city in the world, and 2nd in Asia-Pacific. Here are some of the main
characteristics of Singapore tourism destinations:
Marina Bay Sands: This is a landmark of Singapore that consists of a luxury hotel, a mall, a
museum, and an observation deck. The observation deck offers a stunning view of the city
skyline, the Gardens by the Bay, and the double helix bridge. The hotel also has an infinity
pool that is only accessible to guests.
Gardens by the Bay: This is a huge park that features futuristic structures called Supertrees,
which perform environmentally sustainable functions. The park also has two domes: the
Cloud Forest Dome and the Flower Dome.
Island resorts: Singapore has several island resorts that offer fun and relaxation for visitors.
The most famous one is Sentosa Island, which has attractions such as Universal Studios
Singapore, S.E.A. Aquarium, Adventure Cove Waterpark, and Madame Tussauds. Other
island resorts include Pulau Ubin, which has a rustic charm and natural beauty; and St
JohnIsland, which has a tranquil beach and a marine park.
Cultural and historical landmarks: Singapore has a rich and diverse heritage that is
reflected in its various landmarks. Some of the cultural and historical landmarks include
Chinatown, which has temples, museums, and markets; Little India, which has colorful
shops, restaurants, and mosques; Kampong Glam, which has the Sultan Mosque, the Malay
Heritage Centre, and the Haji Lane; and the Civic District, which has colonial buildings such
as the Raffles Hotel, the National Museum of Singapore, and the National Gallery Singapore.
City sight-seeing: Singapore also has many attractions that allow visitors to enjoy the
cityscape and its surroundings. Some of the city sight-seeing attractions include the
Singapore Flyer, which is a giant observation wheel that offers panoramic views of the city;
the Merlion Park, which has the iconic statue of a half-lion half-fish creature that is the
symbol of Singapore; the Esplanade - Theatres on the Bay, which is a performing arts centre
with a distinctive durian-shaped dome; and the Orchard Road, which is a shopping paradise
with many malls, boutiques, and cafes Singapore Botanic Gardens as a UNESCO World
Heritage Site, these beautiful gardens showcase a vast collection of tropical flora, including
the National Orchid Garden, serene lakes, and tranquil walking paths: Clarke Quay, this
vibrant riverside quay is renowned for its bustling nightlife, riverside dining, trendy bars, and
clubs. Enjoy the energetic atmosphere and take a river cruise to explore the city's landmarks.

Supply
The tourism supply in Singapore is well-developed and caters to a wide range of visitors.
Here are some key aspects of tourism supply in Singapore:
Accommodation: Singapore has a wide range of accommodation options, from luxury hotels
and resorts to budget hostels and serviced apartments. According to the Singapore Tourism
Board (STB), there were 437 hotels with 69,094 rooms as of September 2021. The average
occupancy rate was 75.5% and the average room rate was $209.801.
Attractions: Singapore has rich and diverse array of attractions that cater to different
interests and preferences. Some of the popular attractions include Gardens by the Bay,
Universal Studios Singapore, Marina Bay Sands, Singapore Zoo, National Gallery Singapore,
and Jewel Changi Airport. In 2022, STB supported the development and enhancement of
several attractions, such as the Mandai Nature Precinct, Jurong Lake Gardens, Sentosa-Brani
Master Plan, and Orchard Road Revitalization. STB also launched new initiatives such as
Singapore Rediscovers Vouchers and Singapore holiday to encourage domestic tourism.
Transportation: Singapore has a modern and efficient transportation system (MRT=Mass
rapid transit) that connects visitors to various parts of the island and beyond. The public
transport network consists of buses, trains, taxis, and ride-hailing services. The Changi
Airport is one of the world best airports, serving over 100 airlines and more than 400 cities.
The airport also launched new initiatives such as Changi Ready Taskforce, Changi Travel
Services, and Changi Recommends to enhance the travel experience for visitors.
Food and dining: Singapore is a food paradise that offers a variety of cuisines and dining
experiences.In 2022,STB supported the F&B industry by providing grants, training, and
marketing support. STB also organised events such as the Singapore Food Festival and World
Gourmet Summit to showcase Singapore culinary culture.
Events and Festivals: Singapore hosts various events and festivals throughout the year,
including the Singapore Grand Prix, Singapore Art Week, Chinese New Year celebrations,
and the Singapore Food Festival. These events add vibrancy and cultural richness to the
tourism experience.
Tour Operators and Services: There are numerous tour operators and travel agencies in
Singapore that offer guided tours, package deals, and customized itineraries to help tourists
make the most of their visit. These services cater to different preferences, whether it's
exploring the city's landmarks or venturing into nature reserves.
Singapore's commitment to maintaining a high standard of tourism infrastructure ensures that
visitors have a memorable and enjoyable experience during their stay.

Demand
The number of visitors to Singapore reached 6.3 million in 2022, exceeding the Singapore
Tourism Board's (STB) forecast of between 4 million and 6 million. This was one-third of the
number in 2019, before international travel came to a halt in 2020 due to the COVID-19
pandemic. Singapore's tourism receipts are estimated to reach S$13.8 billion to S$14.3 billion
for 2022 - about 50 to 52 per cent of 2019 levels, according to STB’s data. In the first nine
months of 2022, receipts came up to an estimated S$8.96 billion, with the top spenders
hailing from Indonesia, India and Australia. Key tourism industries also picked up pace in
2022, with the resumption of the Meetings, Incentives, Conventions and Exhibitions (MICE)
sector and the recovery of the cruise industry. For cruises, passenger throughput was 1.2
million, which was about two-thirds of pre-pandemic levels. With stronger demand for
leisure and business travel, the hotel industry had an average occupancy rate of 79.1 per cent
from April to December 2022, nearing the 87.3 per cent recorded for the same period in
2019. Average room rates during this period increased by 17 per cent to S$260, and revenue
per available room increased by 6.2 per cent to S$206.

Seasonality

Singapore's tourism seasonality is relatively stable throughout the year due to its
location near the equator, which means that the climate is consistently warm and
humid. However, there are some slight variations in tourist arrivals and activities
depending on the time of year.The best time to visit Singapore is from December to
June. February to April fall within Singapore’s dry season and is typically when the
country has the least amount of rain, the lowest humidity, and the most sunshine.
Singapore has fairly consistent weather and welcoming enough for travelers all year
round for sightseeing. However, if you wish to avoid any crowds flocking the places,
the best time to visit Singapore is from July to November. Another peak season for
tourism in Singapore is around Christmas and New Year's Eve.

Peak Season: The peak season for tourism in Singapore is from June to August.
During this period, the city sees an increase in tourist arrivals, particularly from
Europe and North America, due to the summer vacation season. This is also the time
when many outdoor events take place, such as the Singapore Food Festival, the
Singapore Arts Festival, and the Great Singapore Sale, which attract both locals and
tourists.

Christmas and New Year's Eve: Another peak season for tourism in Singapore is
around the months of November and December that also see a rise in tourist activity,
as the city prepares for the Christmas and New Year's Eve celebrations. During this
time, the city is decorated with festive lights and decorations, and there are many
events and activities, such as the Christmas Wonderland at Gardens by the Bay and
the Marina Bay Countdown, that attract visitors from around the world.
Chinese New Year: The Chinese New Year holidays, which usually fall in late
January or early February, are a major event in Singapore, as the majority of the
population is of Chinese origin. During this period, many businesses and attractions
may close for a few days, and there is a decrease in tourist activity, as many locals
travel overseas to visit family and friends.

Overall, while Singapore's tourism seasonality is relatively stable, there are some
variations in tourist arrivals and activities throughout the year, depending on holidays,
events, and weather. However, due to its location near the equator, Singapore's climate
remains warm and humid throughout the year, making it an attractive destination for
tourists seeking a tropical getaway.

Types of Tourism and Consumer Spending

Some of the most popular types of tourism in Singapore include:

Cultural Tourism: Singapore's multi-ethnic population has resulted in a rich cultural
heritage. Visitors can explore the city's cultural landmarks like the Buddha Tooth Relic
Temple and Museum, the Sri Mariamman Temple, and the Sultan Mosque. The city also
hosts several cultural festivals throughout the year, including the Chinese New Year,
Thaipusam, and Hari Raya Aidilfitri.
Food Tourism: Visitors can sample traditional dishes like Hainanese chicken rice, laksa, and
satay at hawker centers and food courts..
Adventure Tourism:Despite being a small island, Singapore offers several outdoor activities
like hiking, cycling, and kayaking. Visitors can explore the Southern Ridges, a 10 km stretch
of parks and green spaces, or visit the MacRitchie Reservoir Park, which offers tree-top
walks and a treetop obstacle course.
Shopping Tourism: Singapore is a shopper's paradise with a range of shopping options from
high-end malls to street markets. Orchard Road is a popular shopping district, with several
luxury malls like ION Orchard and Paragon.
Nature Tourism: Singapore has several nature reserves, parks, and gardens that offer visitors
a chance to escape the city's hustle and bustle. The Gardens by the Bay is a popular attraction
and the Bukit Timah Nature Reserve is the largest remaining primary rainforest in Singapore,
and visitors can go hiking and bird watching here.
Art and Museum Tourism: Singapore has several museums and art galleries that showcase
the city's history and culture. The National Museum of Singapore is the oldest museum in the
city and houses exhibits on Singapore's history and heritage. The Art Science Museum is
another popular attraction, with its interactive exhibits on art, science, and technology.
Business Tourism: Singapore is a global business hub, with several international conferences
and conventions held in the city every year. Visitors can attend industry events and
conferences, network with industry professionals, and explore the city's business districts.

Spending
Tourist spending for travel in Singapore can vary depending on factors such as the traveler's
budget, length of stay, and type of activities they engage in. However, here are some general
statistics on tourist spending in Singapore: On average, tourists spend around S$1,000 to
S$1,500 per person per trip in Singapore. Shopping is a popular activity among tourists in
Singapore, and they spend a significant amount of money on it. In fact, shopping accounts for
around one-third of total tourist spending in Singapore.Luxury shopping is a particular draw
for tourists in Singapore, with high-end brands like Chanel, Gucci, and Louis Vuitton having
a strong presence in the city's shopping districts.Accommodation: Singapore has a wide
range of accommodation options, from budget-friendly hostels to luxury hotels. However,
accommodation costs in Singapore can be relatively high compared to other Southeast Asian
countries, particularly in popular tourist areas like Marina Bay and Orchard Road. On
average, tourists can expect to spend around S$150 to S$300 per night on accommodation,
depending on the type of hotel and location.Food and beverage: Food and beverage costs in
Singapore can also vary widely depending on the type of dining experience. On average,
tourists can expect to spend around S$30 to S$50 per day on food and drink if they stick to
budget-friendly options like hawker cent

Influencing Factors 
Over the last decade, Singapore has shown extraordinary economic growth.  Today it
is considered a high-income economy. Singapore’s leading sectors like as pharmaceutical and
petroleum refining industry have the potential to attract other countries to invest. The growth
is driven by several factors. .In this article, we will talk about the external factors that have an
impact on Singapore.

Political Factors
Singapore is a parliamentary democracy whereby the President is the head of state
and the Prime Minister is the head of government. It is one of the most stable countries in
south-east Asia. Singapore maintains very good relations with China, the USA, and some
other highly developed and powerful countries in the world. Interestingly, it also maintains
good relations with North Korea. The political risk in Singapore is quite low. In fact, the
Political and Economic Risk Consultancy (PERC) states that the country enjoys the lowest
political risk in the continent. It is a democratic country. The people elect representatives to
lead the nation. Since its independence, they cherished relative political stability. Today, the
stability has translated to peace and a better standard of living. Moreover, it has transformed
into improved business opportunities for Singapore.

Economic Factors
Singapore is one of the four Asian Tigers or Asian Dragons that are so named as they
are highly developed economies with highly educated and productive work forces. The four
Asian Tigers are Hong Kong, Singapore, South Korea, and Taiwan. The economy of
Singapore is a vibrant free-market economy. It is developing at a very fast pace. The
country’s per-capita income is the highest in ASEAN. Recently, the government has invested
in diversifying the economy. As a result, the tourism, pharmaceutical, and many other
industries have flourished. One of the main reasons behind the success is its strategic
geographic location. The government is an imperative and active player. It owns substantial
productive assets. Cheaper labor cost from neighboring countries helps Singapore save a lot
of costs. Singapore is one of the largest recipients of foreign direct investment (FDI) in the
world. In fact, the focus of the government on attracting foreign direct investment has been
an important key to the economic success of the country. Many analysts see Singapore as a
tax heaven as it offers low taxes and other incentives to foreign investors.Singapore’s
economy is highly diversified, with key industries including electronics, chemicals, financial
services, and biomedical sciences. Tourism is another important pillar of the economy, with
millions of visitors flocking to the city-state each year to experience its unique blend of
culture, history, and modernity.
Technological Factors
5G - Singapore is on track with its vision to have a world-class, secure, and resilient
5G infrastructure that will be the backbone of its digital economy. Singapore embarked on
five national projects covering the areas of transport and logistics, smart cities and estates,
healthcare, education, and border and security. STB (Singapore Tourism Board's) continued
its next wave of marketing activities, building on the momentum of the Passion Made
Possible global tourism campaign. STB targeted specific passion tribes in emerging markets
such as Myanmar, Vietnam and Russia, organizing various activities such as a pop-up art and
augmented reality technology showcase , karaoke booths and exclusive parties to shine the
spotlight on what Singapore has to offer in arts and culture, as well as in nightlife and
entertainment.To further enhance the visitor experience and drive spending, STB also
embarked on new strategic marketing partnerships with partners such as Changi Airport
Group, Alipay, Spotify and Sentosa Development Corporation. These partnerships led to
improvements such as more cashless payments, attractive stopover packages and destination-
related music recommendations for overseas visitors.STB helps travel agents through digital
transformation The FinLab, a joint-venture between United Overseas Bank (UOB) and
SGInnovate, announced its collaboration with the Singapore Tourism Board (STB) and
National Association of Travel Agents Singapore (NATAS) last year to help travel agencies
advance their businesses through a digital transformation program for businesses.
Cashless Sentosa for Chinese visitors: Singapore Tourism Board (STB) announced the
launch of Alipay’s payment solutions across 70% of the merchants that participate in the
Sentosa Islander Membership program. This makes Sentosa the first major integrated leisure
destination in Singapore to go cashless for Chinese visitors. The Alipay payment service,
which is popular with Chinese users, is entering Sentosa at a time when China is growing in
importance as a key source market for Singapore.
Physiotherapy Department and AI: Increasing efficiency, accuracy, standardization,
patient satisfaction, and cost savings are just a few benefits of automating patient care in
hospitals. Healthcare organizations can streamline procedures, improve patient outcomes, and
provide high-quality, patient-centered care by utilizing automation technologies. As a result,
in March 2022, the Physiotherapy Department and Artificial Intelligence and Automation
Unit at Singapore General Hospital (SGH) became the first in Singapore to deploy Robotic
Process Automation (RPA), a software robot or “bot,” to collect Patient-Reported Outcome
Measures (PROMs).

Demographic Factors
There is a growing number of Singaporeans from all age groups, between 18 to 65
years old, travelling overseas frequently to Malaysia, Indonesia, Thailand, Vietnam, Australia
and Hong Kong SAR as it seemed that travelling has become part of their lifestyle. With the
gradual increase in income level of employed workers as well as a good starting pay for the
new comers who had just graduated from universities and began their working lives, the
younger and better educated Singaporeans are now able to enjoy affordable recreational and
leisure activities which could not have been possible previously. The most travelled season
during the year would be those public holidays falling just before or after a weekend and
many working Singapore residents would tend to take off day from work, travelling to nearer
destinations for leisure purpose. Travel agencies anticipated an increase in businesses during
these periods and plan to promote short trip packages to regional destinations for those who
want to travel over the long weekends. There is a correlation between mode of purchase, in
particular, online purchase and age group. Resulted indicated that there were 61.2% of
subjects, mainly young adult group at age below 42 years old, preferred to purchase travel
product via online and 38.8% of subjects, mainly age 38 years old. There is no correlation
between income and place of travel destination. The result concluded that income level is not
the deciding factor when subject plans for their next destination.

Tourism marketing

Singapore Tourism Board launched a medium-term marketing strategy from 2016 to 2020, in
order to tackle the increasingly complex tourism landscape and to stay ahead of the
competition. The Singapore Tourism Board employs a variety of marketing strategies to
promote the country as a top tourist destination. Some of the strategies are: targeting diverse
markets, leveraging digital marketing and collaboration with industry partner.Singapore’s
thriving tourism industry has led to the development of a range of tourism marketing services
that businesses can take advantage of to promote themselves effectively. Here are some of the
most popular services available:

Social Media Marketing:Social media platforms such as Facebook, Instagram and Twitter
are powerful tools for promoting tourism-related products or services. They allow businesses
to reach large audiences quickly and cost-effectively, build brand awareness, and engage with
potential customers.

Content Marketing:This is the process of creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience. Content marketing can take
many forms, including blog posts, videos, infographics, and social media posts.

Influencer Marketing:This involves partnering with individuals who have a significant

following on social media platforms to promote tourism-related products or services.
Influencers can help businesses reach new audiences and build brand awareness by creating
engaging and authentic content that resonates with their followers.

Email Marketing: This involves sending promotional messages or newsletters to a list of

subscribers .Email marketing is a powerful tool for businesses in the tourism industry as it
allows them to communicate directly with potential customers, build relationships, and drive
bookings.

Event marketing: This involves promoting tourism-related products or services through

events such as festivals, exhibitions, and conferences. Event marketing is an effective way to
attract new customers, build brand awareness, and generate buzz around a business. For
example, the Singapore Grand Prix is a major event that attracts thousands of visitors each
year, while the Singapore Food Festival celebrates the city-state’s culinary heritage and
attracts food lovers from around the world.
The Singapore Tourism Board actively engages with travel agencies, tour operators, and
other travel trade partners worldwide to promote Singapore as a preferred destination and to
develop attractive travel packages. As the tourism industry becomes more competitive, it is
essential for destinations to adopt effective marketing strategies that appeal to a diverse range
of visitors. Singapore is an excellent example of a destination that has succeeded in doing just
that.