Singapore

Last Updated on: 1 March 2010

Visitor Arrivals January 2010

Year End Total 29,468 1.7%
Month End Total 1,566 6.8%
Year End Holiday 16,355 9.3%
Month End Holiday 609 5.4%

Other Stats (YE September 2009)

Median Length of Stay (Holiday) 10 days
Average Expenditure per Visit NZD2511
Total Expenditure per Annum NZ63.7m

Situation and Outlook

The global economic downturn severely impacted Singapore's export-based economy and this has seen a reduction in outbound travel. However, as key export markets begin to recover, optimism is returning...

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51%

of Singaporean visitors travel outside of New Zealand's main tourist centres.

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 NZD64 million to the New Zealand economy in the year ended June 2009.

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

  • The September 2009 issue of Food & Travel magazine (circulation 70,000) featured colour editorials on Dunedin, Akaroa and Christchurch
  • 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.
  • 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 November, 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 will come 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.
  • Tourism New Zealand will have booths at NATAS Travel Fair in Singapore on 26 - 28 February 2010 as well as at the MATTA consumer travel fair in Malaysia on 12-14 March 2010 (read more about Offshore Trade Events).
  • Situation and Outlook

    The global economic downturn severely impacted Singapore's export-based economy and this has seen a reduction in outbound travel. However, as key export markets begin to recover, optimism is returning in...

    Read More
  • Visitor Arrivals

    Despite challenging economic conditions and 2009's Influenza A H1N1 (Swine Flu) outbreak, visitor arrivals from Singapore are tracking only slightly lower than 2008, down only 0.7 per cent in the...

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  • Working in Market

    Singapore is a relatively westernised nation, but it does have business customs that differ from those in New Zealand. It is important to follow them to avoid offending or alienating...

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  • Contact Us

    Tourism New Zealand has offices in Mumbai, Bangkok and Singapore, with activity in the South East Asian markets overseen by our Regional Manager based in India.

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