Singapore Tourism Board (STB) has embarked on a special marketing drive for incentive tourism after analysing out-bound tourism trend in India. Foreign holidays offered by companies to their employees and associates like distributors and customers known as incentive tourism in the travel industry have been revived following an improvement in corporate performance.
The revival in incentive tourism comes after a five year downturn.
The number of Indian visitors has increased by 5.4 per cent in the first five months of this calender year compared to the corresponding period last year. The number of Indians visiting Singapore has increased despite the fact that the overall number of tourists visiting Singapore has decreased marginally, STB regional director south & West Asia Vimal Harnal said. The tourist traffic in Singapore has dropped to 3.07 million in January-May 2002 from 3.13 million in the corresponding period of 2001.
Not only the number of Indians visiting Singapore has increased but their spending power has been increasing significantly, which sends positive indications for us, he said. The average stay of an Indian in Singapore has increased from 5.3 days to 5.6 days. Their spending is also considerable compared to other nationals. An Indian spends Singapore $15.74 per day compared to Singapore $6.39 by other nationals.
STB has focused their future marketing strategy in India on family and MICE (meeting, incentive, convention and exhibition) segments. The boards strategy is based on an internal assessment of the visitors profile and changing economic scenario of Indian industry.
In order to promote incentive tour packages STB will organise special promotional packages with its partners targeting information technology, fast moving consumer goods (FMCG), pharmaceutical and white goods majors. As corporates are likely to spend a considerable sum on incentivising their executives, dealers and customers, Mr Harnal said.
According to him, incentive packages provided by Singapore will have a qualitative difference. Instead of incentive, it would be motivational tour packages. It is not that the companies have just incentivised the performers but the trip should be organised in a way that it would become a motivating factor for others, he said, adding, If you give peanuts to your staff or dealers they would turn monkeys.