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Published on : Friday, September 8, 2017
To quote STB’s chief executive Lionel Yeo, “Most of the Chinese have some level of familiarity with Singapore. They know the Singapore story, they know our founding prime minister. We want to invite them to know us in a deeper and more intimate way.”
Last year, Chinese tourists were the top spenders in Singapore, with $3.5 billion worth of spendings, which was mostly spent on shopping. Some 2.86 million Chinese tourists visited the Republic last year, making it the No. 2 visitor market, behind Indonesia and ahead of Malaysia.
STB launched its new branding campaign in Beijing on Thursday with singers Stefanie Sun as its new tourism ambassador in China and Nathan Hartono as one of the brand personalities.
While she introduced attractions such as Universal Studio and Marina Bay Sands to the Chinese back then, this time, it is about inviting them to see the Singaporean lifestyle.
“The millennial segment is a very big one for Chinese. Research has shown that they are seeking to explore a destination in a much deeper way. They want to go beyond the usual tourism landmarks, they want to live like a local, see where the locals eat and hang out,” said Mr. Yeo.
Yeo said that given the growing affluence and savviness of the Chinese, many are attracted to exotic destinations in far-flung places such as Brazil, but said Singapore remains one of their most favorite destinations.