Singapore

Market Overview

New Zealand is a popular holiday choice for Singaporeans seeking an escape from life in the concrete jungle. Travellers from this market enjoy New Zealand's open space, scenery and fresh air.

Many Singaporeans have the financial means to enjoy premium travel, making them a valuable high-yield market for New Zealand over the long term. Visitors from Singapore contributed more than NZD70 million to the New Zealand economy in the year ended December 2009.

Over half of Singaporean visitors travel outside the main regions, and 58 per cent are repeat visitors.

Despite a trend towards cheaper and short-haul travel during the 2009 recession, Singaporeans are still keen travellers and New Zealand remains a popular choice. Singaporeans are reported to be travelling for longer (10-12 days compared with 8 days previously) and spending more.

Consumers are increasingly choosing self-drive holidays. There is also an increased interest from baby boomers, who are more insulated from the economic downturn and have more time to travel.

Travel agents are still the primary mode of booking for travel packages. However, there is a growing trend towards direct booking online, especially for air travel, and researching the cost of accommodation and activities.

What We're Up To

• A joint Tourism New Zealand and Singapore Airlines promotion in late March 2010 saw two Tradewind Tours and Travel mini coaches 'wrapped' with images of New Zealand and www.newzealand.com. The coaches were visible around Singapore, generating good exposure for destination New Zealand and our website.
• A series of marketing activities started in December to generate more travel to New Zealand in the low season. This included online ads, magazine editorials and tactical campaigns with key partners in the Singapore market.
• In November 2009, Singapore Airlines and Tourism New Zealand signed a marketing agreement to jointly develop and promote tourism to New Zealand on Singapore Airlines' services. The three-year deal came into effect on 1 January 2010. Each party has agreed to commit NZD2million over three years to fund joint activities and promotional work in six key Asian and European markets.
• A series of marketing activities started in December to generate more travel to New Zealand in the low season. This included online ads, magazine editorials and tactical campaigns with key partners in the Singapore market.
• Training for front-line travel sellers will be held in Singapore in October, involving New Zealand operators attending Kiwi Link Asia in Singapore. Thai travel sellers will also be present at this year's Kiwi Link Asia event.
• Tourism New Zealand had booths at the NATAS Travel Fair in Singapore in late February 2010 and the MATTA consumer travel fair in Malaysia in mid March 2010.
• In February, Tourism New Zealand and New Zealand Trade and Enterprise joined New Zealand Aviation on their booth at the Singapore Air Show 2010 to promote New Zealand as a holiday destination to the thousands of consumers who attend the event.
• A competition on Tourism New Zealand's travel trade website gave travel agents from Singapore the chance to win an eight-day holiday in New Zealand simply by completing five training modules by 30 November 2009.
• In October, senior managers from travel sellers in Malaysia and Singapore participated in a Mixed Asia Insight familiarisation which showcased new activities and accommodation in Rotorua, Taupo, Napier, Martinborough, Wairarapa and Wellington.