Singapore Tourism: Growth Strategies and SWOT Analysis Report

This report provides an in-depth analysis of the Singapore Tourism Board and its strategies for boosting the tourism sector. It examines the significance of events and festivals in attracting tourists, particularly from Myanmar. The report includes a SWOT analysis of the Singapore tourism industry, highlighting its strengths such as innovation and business opportunities, and weaknesses like its small size and limited resources. It also explores opportunities for growth, such as the transformation of the tourism landscape and the development of new attractions. The report discusses the two-day Singapore Festival and its role in attracting Myanmar visitors, providing insights into the profile of attendees and the importance of family-oriented travel. The analysis covers various aspects of the tourism sector, including the government's role, corporate involvement, and the impact of events on tourist arrivals. The report concludes with a discussion of the factors that contribute to Singapore's appeal as a tourist destination and suggests ways to mitigate risks and improve the industry's performance. The report also includes references to relevant literature and statistical data to support the analysis.

Running head: TOURISM
Tourism
Name of the Student
Name of the University
Author note

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Executive Summary
This paper mainly aims at seeing the different aspects of the Singapore Tourism board and what
strategies are to be taken by the tourism department to give a boost to the growing tourism sector
and also the local market and the local community. This assignment also aims at doing a SWOT
analysis of the Singapore tourism industry in order to find out all its areas of strengths and also
suggest the different methods through which it can improve in its areas of weakness and thus
work towards mitigating the risks.

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Table of Contents
Introduction......................................................................................................................................3
Tourism in Singapore from Myanmar.............................................................................................4
Events in Singapore.....................................................................................................................6
The two day Singapore Festival..................................................................................................7
S.W.O.T Analysis of Singapore......................................................................................................8
Signature Event Concept...............................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
There are many festivals that play a significant role for the human society and they are
being introduced in the society of Human and they are being projected as the display for public
and the celebration based on collectivity. This in fact, people having the background of different
cultures need to forget about their communal dedications and celebrations (Getz, 2013). By
taking into account the nature of the events, the formation of the festivals does not belong to the
same period. It is a quite known fact that, exhibitions and trade events take place in the ancient
period such as, the historians and authors described the important sport events as an important
social gathering where the tourists from the other parts of the world. The events which are the
festival types, is said to have existed since the commencement of the middle ages (Getz, 2013).
Events are said to have its source even before the money came into scenario. The events such as
Singapore Airshow, Singapore two days festival is quite an attractive one. People especially
from Myanmar, Germany, and Australia visit the festival every year (stb.gov, 2017). Myanmar
travelers composed of a greater tourist population and they constitute a greater part of tourism in
terms of attending the events (Getz, 2013). With the arrival of capitalism, the invention of the
new products and the development of a new social relations, constructed a way with the versatile
development with the growth of the number of events. However, in the era of 20th century, the
growth and development of events and the new economical structure of the society, the
increasing in the rate of the purchasing power of the consumers, the birth of the new needs of the
customers punctuated by the development of the economy, would reduce the causes of
unemployment, which in turn also would influence the growth of economy of that nation.
Therefore, in this aspect it is important to go through the importance of the role of development
of Tourism through organizing events in Singapore and the ways the region attracts the visitors

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of other countries all around the world (stb.gov, 2017). The way it is as well influencing the
growth of Tourist sector.
Tourism in Singapore from Myanmar
Tourism in the country Singapore is regarded as a sector which is developing. Singapore
bears the characteristic of a greater potential of tourism which incorporate the attractions in the
different aspects of the Country. The sector of Singapore, witnesses an increase in the arrivals of
tourism and in the year 2012, the arrivals of the tourist surpassed the mark of one million for the
first time (stb.gov, 2017; Teo & Chang, 2012). In the year 2013, the master plan of tourism was
being introduced which has sets its target to 7.6 millions of tourists by the year 2020. Singapore
is hoping to double the number of tourists of Myanmar and the country saw 105,000 visitors in
the year 2015. The Tourism Board of Singapore would launch a two day Singapore festivals
which offered a certain number of attractions to welcome the people of Myanmar. The executive
Director also said that of the Southeast Asia said that, at least a quarter million of the visitors
from Myanmar is needed on the annual basis (stb.gov, 2017).
The tourism in Singapore is developed mainly by the Government but also at the same
time, many corporate enterprises exist, which is catering to a wider range of tourism. Since the
year 1992, the government gave boost to the sector of tourism in the country (stb.gov, 2017; Teo
& Chang, 2012).
 In the year 2010, 791,506 tourists visited Singapore which and where 2,95,175 foreign
tourists specially from Myanmar who are entering the country through Airport of
Yangon International (Getz & Page, 2016; Teo & Chang, 2012).

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 In the year 2012, there are more than 1 million of the foreign tourists visited the country
Singapore and figure is expected to rise to approximately 1.5 million in the year 2013.
 In the year 2013, the number of the foreign arrivals reached to 2.5 million by taking into
account the arrivals of both air and overland (stb.gov, 2017; Lee, 2012)).
 In the year 2015, according to the results of Competitiveness report of Travel and Tourism.
Singapore ranks 11th out the 141 countries .
The important things that are needed to be taken care of regarding the visitors to Singapore from
Myanmar are
Spending time with family: Travel is taken care of an excellent way to fulfill the needs of the
family and relaxing (Board, 2014). In addition to this, travel also gives the benefits of the
personal based growth and enrichment. Travelling for the sake of holiday, also indicates the
way of shifting from their busy schedule of life and enjoying the free quality time with
friends or families (stb.gov, 2017; Teo & Chang, 2012; Hausler, 2012).
Perceiving Singapore as a destination: The visitors from Myanmar in Singapore look for
destinations carrying value for the offerings of money. There has to be a limited availability
of amount of time and also fixing a suitable time for the other members of family. The
families of Myanmar are also looking for a wider activity to explore the unknown in the
country Singapore (Board, 2014; Serkin, 2016). Therefore, in this context, it is important the
number of attendees from Myanmar who would be coming to join the Singapore Air show in
the year 2018 which would take place in Singapore (stb.gov, 2017; Lee, 2012).

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Festive events: Attractions of the festive events which would provide extraordinary fun to
the people. Singapore provides beautiful fun to the people in the area of Resorts world, Lion
City, which is the sole attraction for the people from Myanmar.
According to the events set up by Singapore, it was successful in starting different visitors
from Myanmar. In the year 2015, as already mentioned before, there are more than 105,425
visitors. The visitors arrival from the year 2011- 2015 has been increased by +2.8%. For the
purpose of Festival and events, the numbers of arrivals in Singapore were 58000 (stb.gov,
2017; Lee, 2012).
Events in Singapore
The two day Singapore Festival this would be organized by SBT in the coming year.
With the creation of events in order to attract the visitors from Myanmar, it is important to note
that to make the cultural relations between the countries stronger as well as the bilateral relations
about more than 2 lakhs of Myanmar people. Through the organization of events, there was a
visa exemption of the people coming from Myanmar to Singapore (stb.gov, 2017). Through the
two days Singapore Festival, the SBT is looking forward to attract the Myanmar’s growing
income level segment to Singapore. Through these events as well, Singapore also looks forward
to rope the celebrities of Myanmar to share their experiences in the garden city in the Two days
festival of Singapore (stb.gov, 2017).
The two day Singapore Festival
The two days festival of Singapore looks forward to welcome the people of Myanmar to
visit the country of Singapore to visit the Lion City (Baggett & Henderson, 2017). The profile
attendee of the Singapore festival which was based on the arrival of tourism said that there were

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Occupation Age group Total number
of visitors to
Singapore’s
event
Percentage Total number
of visitors
Businessman 45-65 1000 20% 200
Engineer 25-45 1000 30% 300
Schools 15-20 1000 18% 180
Doctors 35-65 1000 25% 250
Office workers 35-75 1000 7% 70
Therefore from the above profile it can be found about the various occupants against the age
groups of Myanmar and their visit to Singapore to spend holidays with their family and

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accordingly their age and occupation are being well enumerated through the profile of antendees
(stb.gov, 2017). The table would further talk about the number of different occupants from
different professional group. The graph talks about the people who are coming with either
family, friends or alone.
S.W.O.T Analysis of Singapore
Singapore is a very well known tourist spot all across the globe, and it is of course a
known fact that there are several reasons that contribute to the large tourist attractions to this
place every year. It can be seen through a SWOT analysis of Singapore in general and Singapore
Tourism in particular.
Strengths- In the modern day scenario, customers are looking forward towards innovation and
modernization and they have developed a many fold approach towards their needs and demands.
This changing pattern in the consumer demand is seen in almost each and every aspect of the
industry that is in each and every industrial sector, and tourism is one such sector. It is also a
very important sector that plays a major role in the growth and development of the country
because tourism is one such area that is highly labor intensive and has a lot of opportunities for
not only the tourism industry but the nation as a whole (Mérida et al .,2016).
The modern trend of such that the tourists are in search for several additional facilities
other than just the scenic beauty of the place that they are going to. Singapore over the past few
years has gained a great significance as a tourist spot because apart from its natural beauty it has
opened up a plethora of many new opportunities to the tourists like its blend of cultures and also
its great opportunity to start a business (Qiao, Cho & Lee 2016). Thus, it can be understood from
this fact that apart from being a tourist spot it is also a good industrial land as well. Apart from

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this, this country also has top quality labor force, high and advanced level of transparency, a very
good location that makes it easily accessible for the top multinational companies from all across
the world. Hence, the climate of Singapore can be termed as a investment climate that attracts a
huge number of customers with a promise of great business and economic returns. Apart from
this, it also provides a safe and sound atmosphere for the tourists to travel freely. It also has
recently launched many new tourist attractions like night safaris’, Sentosa etc (Lee, 2013).
Weakness
Though Singapore has been working hard to develop itself in every sphere for attracting more
number of visitors but it often faces challenges due to its small size, which results in the less
number of visitors due to lack of accommodation. It also has limited amount of resources. In its
attempt of giving, more emphasis onto the industrial aspects, it has neglected the natural aspects
and there is huge number odf man made tourist spots and the natural site seeing gets hampered
(Olsen, 2017).
Opportunities
A great opportunity for Singapore is its recent and massive transformation of the tourism
landscape into a promising land with great business and investment opportunities. Over the last
ten years, there has been a rapid development in the tourism of Singapore which is evident from
its sharp increase in the visitor ship as well as in the doubling of the tourism receipts (Henderson,
2016). Apart from this, Singapore has recently developed a large number of intricately designed
tourist spots that gives all the visitors a memorable experience displaying before them the rich
cultural heritage and discovery that a city can behold. Singapore is also known as the “world’s

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easiest place to do business”. Apart from this, it also has a great potential for medical tourism
industry and MICE industries as well. It is indeed a great opportunity for the Growth of
Singapore in the long run as it has a great transparency in terms of regulatory, business and
economic affairs.
Threats
There are high threats of mimicry. In other words, there are several of researches going on which
says that many developing countries will perhaps try to mimic Singapore and its success story.
However, learning from such a great story is indeed suggested but learning is totally different
from copying or mimicking. Apart from this, there is always the fear of terrorism and other such
attacks since it is a land of so many different cultures and the population over there is of mixed
backgrounds with their own ideologies, thoughts, desires and complaints and these differences
might very easily lead to an unwanted combat or terrorist attack both from within or without the
country (Getz & Andersson 2016).
In order to attract the customers that are the tourists, the tourism industries also formulates
different strategies for retaining back the customers. One such important strategy is threat of
conducting several events and festivals. There are several motives of the tourism company
behind conducting such festivals and they are attracting new tourists to the tourist spots in order
to increase the tourism receipts and also in order to give a great boost to the total national income
of the country and for increasing the total revenue (Blichfeldt & Halkier 2014). While doing this,
the tourism department also has to keep in mind that they initiate the development of the local
communities as well. One of the important aspects of the tourism industry is also to look after the
backward and weak remote local dwellers along with the overall development of the country.

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One such event that is about to be held in the coming days in Singapore is The Two Days
Singapore Festival, which is also a promotional strategic move of the Singapore Tourism
Industry. This festival will address several criteria like
 Encouraging the visitors to stay longer
 Adding onto the existing infrastructure and assets
 Making a positive contribution to the society
 Encouraging the growth of a local community capital
Signature Event Concept
The Two Day Singapore Festival will be held at Jurong East, which is a well known tourist
attraction of Singapore, richly adorned in gardens, water parks and also several other attractions
like shopping, bowling etc. The festival will b e held at this place as it is one among the most
widely populated tourist attractions and tourists both from within as well as from outside
Singapore assemble there during these two days. The event will be held here so that the message
behind this event can be conveyed to a large amount of customers in general and to the targeted
customers in particular (Luonila, & Johansson 2015). The event will mainly be focusing on two
important areas, one is encouraging the aspiring tourists to involve in opening up new hotels in
Singapore that is to start business in the hospitality sector and the other will be to give a boost to
the local community particularly the local farmers by encouraging the tourists to start or enter
into joining venture business with the food and beverage industries (Presenza & Sheehan 2013).
As Singapore over the years has developed itself into a rich economy that beholds the promise of
huge business prospect, encouraging the tourists to start new business startups here will be a very
lucrative offer. Traditional advertising will be used for showing the traditional food recopies that