Industry Information

New Zealand’s Competitors

The budget carriers from Singapore and Malaysia are operating more services to Australia. From December 2007, Tiger Airways increased their services to Darwin from four times a week to daily. Between October and November 2007, Air Asia X had more than 30,000 confirmed bookings to Gold Coast, Australia.

Competitors are spending heavily to gain a share of the high value Singapore travel market. Competition comes from short and long haul, exotic destinations and cruises. Tourism New Zealand’s competitors advertise regularly in the travel/life style publications.

Tourism New Zealand Activity

A series of promotional activities was launched to capture market share for the NATAS consumer travel fair in late February/early March. Our focus was on low season product when air seats are more plentiful.

The "New Zealand On Wheels" campaign screened on prime time television Channel 5 in February and March. Four episodes of 30 minutes each focused on Rotorua, Christchurch, Lake Tekapo & Wanaka and Queenstown. The campaign was supported by print advertising, radio promotion, online and tactical advertisings from our key partners.

Newspaper advertising included four double page advertorials in the leading English daily "Today", more than 20 pages of advertorials/editorials in "Appetite" magazine and six pages of advertorials with "8-Day Weekly". Our consumer strategy is supported by product offers from our key partners.

Business Tips

Singapore is relatively westernised, but it does have business customs that differ from New Zealand’s. It is important to follow them to avoid offending or alienating business contacts.

Seventy-seven per cent of the population is of Chinese origin, 14 per cent Malaysian and 7 per cent Indian. These groups have retained their cultures and traditions.

Business cards are necessary in all business introductions in Singapore. Cards should be handed over with both hands. When receiving a card, make a point of looking at it carefully for a few moments. This is considered a sign of respect and politeness.

Dress is generally conservative.

Many Chinese Singaporeans have both a European name and a Chinese name. The surname or family name usually follows the European name. The Chinese name follows the surname, eg, Andrew Tan Yew Meng - the surname here is Tan and the person should be addressed as Mr Tan. However Singaporeans are also quick to drop formalities depending on the situation and how comfortable they feel with the person. You may then reciprocate by using their European name.

Pay careful attention to body language. Singaporeans do not always express their disagreement verbally. Many are reluctant to say ‘no’ because it could offend.

Decision-making can be very centralised. The smaller the company, the more likely is the boss to decide everything. However, even in large companies, decision-making can be very autocratic.

Contacts are very important in Singapore and who you know counts. Establishing personal relationships can take time. Business lunches often help cement working relationships. Golf is a great relationship builder. Other conversation areas include football (European and English), and family.

Muslims do not eat pork or drink alcohol. Strict Buddhists and Hindus do not eat beef.

Singapore is largely bilingual, with English and Mandarin most commonly spoken. Southern Chinese dialects, Malay and Tamil are also spoken. Singaporeans are expected to learn English which is considered to be the language of administration and international business.

There were 2.4 million internet users in Singapore as at November 2007, just over half the population and double the 2000 figure. (source: Internet World Stats)

Sources: Tourism New Zealand Regional Rap
Ministry of Tourism www.tourismresearch.govt.nz
NZTE Country Profile http://www.marketnewzealand.com/MNZ/services/14431.aspx
Economist Intelligence Unit e-readiness Rankings 2008 http://a330.g.akamai.net/7/330/25828/20080331202303/graphics.eiu.com/upload/ibm_ereadiness_2008.pdf