Singapore lauded as top cruise destination once again
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Singapore was just named top cruise destination by industry experts for a second time in three years at the 10thSeatrade Cruise Awards last Thursday (Sep 22). This accolade is another feather in the cap for Singapore, which was voted as the top Asian port of call in the inaugural Cruise Critic Cruisers’ Choice Destination Awards earlier this month.
“We are honoured that Singapore remains prominent in the minds of the cruise community as an attractive cruise hub. This is testament to our efforts to grow Singapore’s cruise industry and strong destination appeal,” said Miss Annie Chang, Director, Cruise, Singapore Tourism Board (STB).
In growing Singapore’s appeal as a cruise destination, STB has been leveraging Singapore’s superb air connectivity, world-class berthing facilities at the Singapore Cruise Centre and Marina Bay Cruise Centre Singapore, and proximity to myriad cruise offerings in the region.
Strengthening Singapore as a cruise hub
The award also caps off years of developmental work that STB, cruise lines and trade partners had put in to grow the cruise industry in Singapore. Some of the initiatives include forging more than 10 marketing partnerships with cruise lines and trade partners to drive cruise passenger numbers, training more than 800 travel agents overseas to raise their capability to sell cruises from Singapore, and widening Singapore’s reach to consumers via multiple media platforms in six major source markets.
STB also actively works with local trade partners to curate immersive and differentiated pre- or post-cruise experiences to enrich visitors’ stay in Singapore. In August 2016, STB organised a workshop for cruise operators to experience the unique offerings of local bookbinding atelier Bynd Artisan and homegrown scent artisans Je t’aime Perfumery. Participants tried their hands at creating bespoke leather nametags and scent blends of native orchid oils, seeding ideas of innovative experiences which may be offered to cruise passengers.
Developing Southeast Asia as the cruising region of choice
“As we mark ASEAN’s golden jubilee celebrations next year, we will embark on a VisitASEAN@50 campaign to encourage more visitors to experience cruising in Southeast Asia.””
Being the ASEAN lead co-ordinator for cruise development in Southeast Asia, Singapore spearheaded initiatives such as the creation of the first Cruise Southeast Asian brand to promote the region in a unified voice. STB also developed tools such as a regional cruise port and attractions map to help cruise lines develop itineraries.
These efforts have proved fruitful. Singapore experienced a 14% year-on-year increase in cruise passenger throughput in 2015, and major cruise line Royal Caribbean International will have their longest-ever homeporting season in Singapore starting October 2016.
Said Ms Chang: “Singapore and Southeast Asia are set to ride the wave of growth for cruising in Asia and STB will continue to push the boundaries in establishing Southeast Asia as the cruise region of choice. As we mark ASEAN’s golden jubilee celebrations next year, we will embark on a VisitASEAN@50 campaign to encourage more visitors to experience cruising in Southeast Asia.”
Questions & Answers
Q.What initiatives has the STB undertaken to grow Singapore's cruise industry and appeal?
What initiatives has the STB undertaken to grow Singapore's cruise industry and appeal?
The STB has forged marketing partnerships with cruise lines, trained over 800 overseas travel agents, and widened Singapore’s reach via multiple media platforms in six major source markets to grow the cruise industry.
Q.How has the STB supported local trade partners in enhancing the visitor experience?
How has the STB supported local trade partners in enhancing the visitor experience?
The STB works with local partners to curate pre- or post-cruise experiences. An example involved a workshop where cruise operators created bespoke leather nametags and unique scent blends.
Q.What evidence is there that the STB's developmental work has been successful?
What evidence is there that the STB's developmental work has been successful?
Singapore saw a 14% year-on-year increase in cruise passenger throughput in 2015. Also, Royal Caribbean International will have its longest-ever homeporting season in Singapore from October 2016.
Q.What is Singapore's role in developing Southeast Asia as a cruising region?
What is Singapore's role in developing Southeast Asia as a cruising region?
As the ASEAN lead co-ordinator, Singapore spearheaded initiatives like creating the first Cruise Southeast Asian brand and developed tools such as a regional cruise port and attractions map for cruise lines.
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