Singapore packaged tours losing appeal to Chinese

What is the Singapore Tourism Board doing about it?

Marketing will focus less on full-day attraction tours and more on a "fully personalisable itinerary," says the Singapore Tourism Board in a release.

STB will partner with three major travel agencies in China, namely GZL International Travel Service, CYTS and Ctrip to launch a series of New Discoveries packaged tours. These will have an option for more spontaneous schedules.

"From conversations with various consumers and trade, STB found that whilst Chinese still come on packaged tours, many are increasingly making their own online bookings and travelling as free, independent travellers. More significantly, they sought a greater depth of travel experiences that include new, unique experiences," explained STB.

“The New Discoveries marketing campaign leverages this consumer insight in order to enhance our engagement with the Chinese audience. Singapore is a city that is constantly evolving and renewing itself. On top of what consumers already know of Singapore’s well-known tourist attractions, we want to help Chinese deepen their understanding of our city, providing them with compelling reasons to visit Singapore again and again.” said Ms Sophia Ng, Executive Director, Brand and Marketing of the STB.

STB's New Discoveries campaign will tap personalities such as Stefanie Sun, Sina Weibo, Douban and Renren "to reach the Chinese audience."