In a recently-concluded event, Tripoto and Singapore Tourism Board came together with a one of its kind web series called ‘Trails 2 Passion – Singapore Redefined’ – An experiential exploration of Singapore. The seven-episode web-series features actors Naveen Kasturia and Veer Rajwant Singh who traverse Singapore in a unique journey, exploring its numerous facets. On the sidelines of the event, G B Srithar, Regional Director (South Asia Middle East and Africa), Singapore Tourism Board, spoke exclusively to BOTT on the various offering of the destination and the importance of India market for them.
Priyanka Saxena Ray
You could be a foodie, a collector, a culture shaper, an action seeker or a socialiser – you will always find new things that will intrigue you in Singapore, believes G B Srithar, who has been associated with Singapore Tourism Board for close to two decades now. “India continues to be the third largest visitor arrival source market for Singapore after China and Indonesia. In 2018, we welcomed more than 1.4 million visitors from India, registering a 13 per cent increase over 2017,” he shares, beaming happily, and rightly so.
If the destination has a lot to offer, those promoting it are equally dedicated to ensure that the charm and attraction of the place does not die down with time. With an aim to attract visitors not just from the metros but also from tier-II and tier-III cities, Srithar shared that the smaller towns are increasingly contributing to the tourist arrivals to Singapore – the same saw a 12% growth last year.
“Singapore is a city destination. It is a concentration of experiences, which appeals to different type of audiences and age groups. Not just the first timers but the repeat travellers too have something new and refreshing to see and experience in Singapore every few years. It is a family destination with a plethora of immersive experiences awaiting the Indian traveller to explore. We through our promotion aim to create authentic and relatable innovative unique ways of engaging the Indian audience,” details Srithar.
The emerging role of passions in determining how people spend their time and how they identify themselves was revealed in a new piece of research commissioned and launched last year by the Singapore Tourism Board, “Passionistas in India”. The report, based on primary data sourced from 14 cities across the country highlighted the new roles, definitions and relationships that Indians are now assuming beyond identities based on traditional factors such as family, profession and location. “Increasingly, people travel to satiate their passions. Travellers seek unique experiences and are willing to spend their time and money in pursuits that are defined by their passion points. The Passionista report confirms that Indian travellers’ passions play a critical role in determining how they relate to society, where they travel and how they spend their energies,” he shared.
Regarding the launch of this new web series, which is collaboration between STB and Tripoto, Srithar said, “With a high penetration of smart phones and growing number of digital native young consuming content online, there are new, exciting opportunities to connect with them. Our partnership with Tripoto is a creative way of telling Singapore tourism stories. We are happy to have two cool millennials – Naveen and Veer showcase their recent trip. “Trails 2 Passion – Singapore Redefined” tells their stories, in their own voices. Their escapades will entice Indian travellers to enjoy our diverse offerings and live up their own passions.”
G B Srithar is positive about the India overseas travel market in times to come. He is confident that the outbound from India is going to increase steadily. He also expects a rise in cruise holiday makers from India. Singapore, being the port for many popular cruises will see more visitors from India in the coming months, who will spend atleast a couple, if not more, nights in Singapore before or after their cruises. For the first time travellers, there is so much to pack in within their travel program to experience Singapore. For repeat travellers, they could rediscover Singapore through new, refreshed attractions, picturesque neighbourhoods to walk around and take tours that show different sides of the city.
