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...
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).