Singapore has rebounded from last year's global economic
downturn and optimism is returning as key export markets recover.
Strong attendance levels of consumers at travel fairs in February
and...
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.