Northstar

FEATURE www.travelweeklyweb.com it is not considered a 'superior product or destination experience' for the European and the American. "The travellers from these two markets typically seek authentic and cultural elements for their holiday experiences, rather than shopping or fine dining. Of course, they don't come to Singapore for concerts and theaters!" said Yvonne Low, executive director, The Traveller DMC. from 13 source markets – Australia, Chinese Taipei, Hong Kong, India, Japan, Korea, Singapore, China, Malaysia, Thailand, New Zealand, the United Kingdom and the United States were surveyed online. The Australians (68 percent), Indians (67 percent) and New Zealanders (64 percent) were the most bullish about not letting economic uncertainty change their holiday plans. However it's the Chinese who have recorded the largest increase in travel with 46 percent claiming to have travel more frequently, followed by the Koreans at 44 percent. "There are strong increase in Yvonne Low, executive director, The Traveller DMC. The Singapore Tourism Board, cites that, "Europe is still feeling the impact of the economic downturn last year and the depressed consumer sent iment is a mani festat ion of that . In particular, the change in Government in the UK has seen consumers tightening their belts in anticipation of tax rises and job sector cuts. As such, there is a lower propensity to travel abroad, especially to destinations further afield." Even with the uncertainties in Thailand leisure travel has increased especially from Europe while it remains flat for the US. Much of Asia has witnessed strengthening business travel. Last year proved an anomaly with depressed business and leisure travel that led to improved results in 2010. According to the PATA Asia Pacific Travel Intentions Survey 2010 optimism is gradually returning and more than half of respondants believe that current economic conditions will not affect their travel plans in the near future. The survey conducted in May this year covered 6,714 travellers www.travelweeklyweb.com visitors' arrivals from North Asia, Asean Countries and India. Reasons attributed to the increase for all segments seen in MICE, Leisure and High end Premium Travellers – many are attracted to the two Integrated Resorts, new venues, fresh iconic offerings, and there are many new and enhanced dining & shopping venues, our regular at tractions such as Night Safari, Zoo, Jurong Bird Park, Sentosa have constantly evolved to give tourist 'lift-up and new experiences', many more mega events such as YOG, F1 – all these add on to the buzz for high visitors arrivals from the regions – for flights within 4-6 hours' travelling time," said Low. Singapore is witnessing high arrivals from within the region, which proves that inter-regional travel is on the rise for this cosmopolitan city. The Lion City has gradually climbed the ranks to be one of the most visited Asian cities for North Asia, ASEAN countries and India. According to the Visa and PATA Asia Pacific Travel Intentions Survey 2010, Singapore tied in with Thailand in third place as "Most Visi ted Destination." According to Leong of the STB, "The majority of our top visitor markets originate from Asia, with Indonesia, China, Malaysia, Australia and India consistently topping the list. We have generally seen good growth from these markets. In 2009, these five countries accounted for some 52 percent of the total number of visitor arrivals to Singapore. As of August, these same five countries collectively accounted for about 53 per cent of the total number of visitor arrivals for 2010, registering a year-on-year increase of about 29 per cent." So it seems that destinations are trying their utmost to draw visitors in these competitive times. What is the `X' factor that would compel a traveller to sojourn to a country's shores? "Indo-china, Thailand, Bali and Malaysia – are fortunate that they are blessed with many natural and scenic beauties of their beaches, highlands, villages, 'kampung', loving nature of their people who still have time to smile and service them from the hearts these authenticity and natural beauties have strong drawing power; besides the big dollars marketing campaigns that the individual tourist boards of respective countries still have to embarked to market and promote their destinations." said Low. Thus we find that discovering new places, natural scenary and affordability of a destination are the main determinants when selecting a holiday destination. According to the Vi s a and PATA Asia Pacific Travel Intentions Survey 2010, in order of preference, food and dining, shopping and affordability are the three attractions travellers find as reasons to revisit a destination. The airlines have also chosen this time to raise rates, a move led by Singapore Airlines. However, with all the desire for travel it remains to be seen whether this will prove to be a deterrent for travellers in Asia. With the rapid expansion of budget carriers this has fueled the rise in regional travel, and they are giving legacy carriers a good run for their money. Room rates are also recovering to 2008 levels after being depressed in 2009 and this is raising the price of travel. Said Low, "Rising airfares are not at all af fecting travel. Those who are more budget conscious can still afford to travel – by booking in advance for early birds special with low cost carriers. Travel today is indeed so much more affordable – many choices of airlines to choose from." Thi s v i ew i s s e conde d by Lewis, "Air fares and hotel room rates are both on the rise due to demand. Comparative value remains for the prudent traveller in destinations such as Thailand, India and Vietnam. Although on the rise, travellers can still expect to pay less for hotel rooms throughout much of Asia today than in 2008. Currency fluctuations have worked against European and US travellers in the past twelve months due to strengthening Asian currencies, although this has been largely offset by more competitive airfares to and within Asia as well as depressed hotel rates." Hence what can we expect for 2011? Said Lewis, "Should economies continue on their current trend and political stability in the region remains, Accor is anticipating a strong season for the first quarter of 2011 for leisure travel and continued s t reng thening of demand into business centres in Asia." ■ TRAVELWEEKLY ASIA | OCTOBER 2010 | 5 Photo Courtesy of El Nido Resorts

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