Tourism Year-in-Review 2015 - Singapore Tourism … slides are property of STB and shall not be...

Tourism Year-in-Review 2015 29 February 2016

These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB

Tourism Year-in-Review 2015

Presentation Outline

1. 2015 Tourism Sector Performance

2. Market Insights

3. Growth Areas in 2015

4. Looking Ahead: 2016 & Beyond



2015: • Buffeted by various headwinds

• Mixed tourism sector performance


2015 TOURISM SECTOR PERFORMANCE | OVERVIEW

Quality Tourism continues to be the bedrock of

our tourism strategy

Visitor

arrivals

recovered to

post growth

Good growth

in cruise &

business

events

Tourism

Receipts

adversely

affected by

decline in

BTMICE VA

&TR


* Preliminary estimate Source: STB

15.2 million

(+0.9% vs. 2014)

S$22.0 billion*

(-6.8% vs. 2014)

2015 TOURISM SECTOR PERFORMANCE | KEY FIGURES


* preliminary estimates based on YTD 3Q results

Source: STB

2015 TOURISM SECTOR PERFORMANCE | TOURISM RECEIPTS

S$22.0 billion

-6.8%

TR decline largely due

to fall in BTMICE

visitor arrivals (-6%)

and

per capita expenditure

(-8%)

(Based on Q3 tourism data)

22.3 23.1 23.5 23.6

22.0

2011 2012 2013 2014 2015*

To

urism

Re

ce

ipts

(S

$ b

illio

n)

22.0


2015 TOURISM SECTOR PERFORMANCE | INTERNATIONAL VISITOR ARRIVALS*

13.2

14.5

15.6 15.1 15.2

2011 2012 2013 2014 2015

Inte

rna

tio

na

l Vis

ito

r A

rriv

als

(m

illio

n) 15.2

million +0.9%

Growth in Leisure

Visitor Arrivals (+2%)

offsets fall in BTMICE

Visitor Arrivals

(Based on Q3 tourism data)

* as of 17 Jan 2016 Source: STB

15.2


YTD 3Q 2015 TOURISM RECEIPTS | BY MAJOR ITEMS

S$ Millions

Shopping

Accommodation

Food &

Beverage

Sightseeing,

Entertainment

& Gaming

Other TR

Components

Tourism Receipts by Major Components, January-September 2015 Tourism Receipts: S$16.4 billion (-8% vs Jan-Sep 2014)

-7%

-14%

1%

-11%

-4%

$2,934

$3,504

$1,720

$3,934

$4,352

2015 TR

S$ Million

18%

21%

10%

24%

26%

% Share

Source: Disembarkation/Embarkation Cards and Overseas Visitor Survey

- Sightseeing, Entertainment & Gaming includes entrance fees to attractions and nightspots, expenditure on day tours, leisure events as well as

entertainment

- Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and

transit visitors.

1,374

1,372

532

1,092

961

1,288

1,222

538

1,085

918

1,689

1,339

650

1,327

1,055

0 1,000 2,000 3,000 4,000 5,000

Q1 Q2 Q3

• Due to lower Average Room Rate

• Lower revenue reported by

integrated resorts

% change

vs 2014


23%

45%

28%

15%

13%

13%

26%

18%

21%

10%

15%

28%

18%

18%

33%

28%

35%

24%

40%

42%

39%

36%

14%

10%

11%

17%

14%

14%

12%

14%

16%

16%

15%

35%

27%

42%

34%

45%

38%

38%

29%

21%

36%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall

China

Indonesia

India

Australia

Japan

Malaysia

Philippines

Thailand

UK

South Korea

Tourism Receipts by Major Components, Top 10 Markets, January to September 2015

YTD 3Q 2015 TOURISM RECEIPTS | TOP 10 MARKETS

Expenditure is estimated from Overseas Visitor Survey.

Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and transit visitors.

*Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.

-5%

-21%

-8%

-10%

6%

-26%

-9%

-3%

4%

-5%

-7%

SHOPPING ACCOMMODATION FOOD & BEVERAGE OTHER TR COMPONENTS

TR %

Change

vs 2014

2015 TR*

(S$ mil)

Tourism Receipts:S$16.4 billion (-8% vs Jan-Sep 2014)

$1,994

$1,734

$822

$750

$717

$466

$464

$449

$427

$425

$12,510

Increase in BTMICE traffic

Increase in leisure VA and

PCE


23%

45%

28%

15%

13%

13%

26%

18%

21%

10%

15%

28%

18%

18%

33%

28%

35%

24%

40%

42%

39%

36%

14%

10%

11%

17%

14%

14%

12%

14%

16%

16%

15%

35%

27%

42%

34%

45%

38%

38%

29%

21%

36%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall

China

Indonesia

India

Australia

Japan

Malaysia

Philippines

Thailand

UK

South Korea

Tourism Receipts by Major Components, Top 10 Markets, January to September 2015

YTD 3Q 2015 TOURISM RECEIPTS | TOP 10 MARKETS

Expenditure is estimated from Overseas Visitor Survey.

Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and transit visitors.

*Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.

-5%

-21%

-8%

-10%

6%

-26%

-9%

-3%

4%

-5%

-7%

SHOPPING ACCOMMODATION FOOD & BEVERAGE OTHER TR COMPONENTS

TR %

Change

vs 2014

2015 TR*

(S$ mil)

Tourism Receipts:S$16.4 billion (-8% vs Jan-Sep 2014)

$1,994

$1,734

$822

$750

$717

$466

$464

$449

$427

$425

$12,510

Dip in VA and PCE


2,732

2,106

1,171

1,044

1,014

789

673

610

577

516

500

474

418

378

287

- 500 1,000 1,500 2,000 2,500 3,000

Indonesia

China

Malaysia

Australia

India

Japan

Philippines

Hong Kong SAR

South Korea

Thailand

USA

UK

Vietnam

Taiwan

Germany

'000s

2015 INTERNATIONAL VISITOR ARRIVALS | TOP 15 MARKETS

15.2 million Visitor Arrivals in 2015 (+0.9% vs. 2014)

Source: Disembarkation/Embarkation cards

% change

vs 14

-10%

22%

-5%

-3%

7%

-4%

0%

-3%

7%

2%

3%

5%

-1%

12%

9%

Good growth in Tier 1 & 2

cities visitor arrivals

Strong Korean won and

growth in outbound travel

New flight routes from

Taiwan


2015 INTERNATIONAL VISITOR ARRIVALS | TOP 15 MARKETS

15.2 million Visitor Arrivals in 2015 (+0.9% vs. 2014)

Source: Disembarkation/Embarkation cards

Declines due to

macroeconomic factors

including • depreciation of currency

• uncertain economic outlook

2,732

2,106

1,171

1,044

1,014

789

673

610

577

516

500

474

418

378

287

- 500 1,000 1,500 2,000 2,500 3,000

Indonesia

China

Malaysia

Australia

India

Japan

Philippines

Hong Kong SAR

South Korea

Thailand

USA

UK

Vietnam

Taiwan

Germany

'000s

% change

vs 14

-10%

22%

-5%

-3%

7%

-4%

0%

-3%

7%

2%

3%

5%

-1%

12%

9%





2. Market Insights



2. Market Insights


MARKET INSIGHTS | INDONESIA

-10% year-on-year -21% year-on-year

• To capture the growing middle-class and affluent consumers, and tap into the new flight routes to secondary cities (Eg, Jetstar Asia

launched 2 new routes from Singapore to Palembang and Pekanbaru in 2015), STB expanded our presence beyond Jakarta to 7 Tier 2

cities* last year. This ensures we build a strong pipeline of visitor arrivals for this key source market.

2015 Visitor Arrivals (Full Year)

Currency depreciated

24% over past 2~3

years $

Uncertain

economic

outlook

TR ex SEG by Major Components

550 491

474 317

179

195

987

731

-

500

1,000

1,500

2,000

2,500

YTD 3Q 2014 YTD 3Q 2015

Millions

Shopping Accommodation Food & Beverage Other TR Components

$2,190

$1,734

*7 cities are: Surabaya, Bandung, Medan, Semarang, Palembang, Makassar and Pekanbaru

116

65 71

83 74

83

98

83

97 96

76

102

-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

0

20

40

60

80

100

120

140

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2015

Th

ou

sa

nd

s

No. of Arrivals YOY Chg


MARKET INSIGHTS | CHINA

+32% to 433K Visitor arrivals from 12*

Secondary Cities

(Full Year 2015)

+17% to 663K More Chinese visitors on

mono-Singapore trips

(Full year 2015)

*12 cities are: Chongqing, Fuzhou, Haikou, Kunming, Nanjing, Ningbo, Qingdao, Shenyang, Tianjin, Wuhan, Xiamen and Xi ‘an.

• Increased flight connectivity for secondary Chinese cities STB partnered CAG to launch a joint marketing campaign in July 2015

to showcase Singapore’s wide range of offerings that visitors can enjoy and bond with their family and friends.

• Surge in FIT travellers and digital mobile usage STB partnered 5 major Chinese digital players (Alitrip, Baidu, Dianping,

Mafengwo and Tuniu)

937 901

497 361

183 194

478 538

-

500

1,000

1,500

2,000

2,500

YTD 3Q 2014 YTD 3Q 2015

Millions


$1,994 $2,095

+22% year-on-year

2015 Visitor Arrivals (Full Year)

-5% year-on-year

TR ex SEG by Major Components

141

238

131

154 141 145

247 267

150 166 159

169

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

70%

0

50

100

150

200

250

300


2015 No. of Arrivals YOY Chg

Th

ou

sa

nd

s


MARKET INSIGHTS | MALAYSIA

• STB has expanded its marketing reach into East Malaysia, a region that showed good potential and strong flight connectivity (Eg: Close

to 40 weekly flights connecting cities of Kota Kinabalu, Kuching and Miri to Singapore) saw more visitor arrivals from East

Malaysia despite the overall decline in Malaysia visitor arrivals.


24% over past 2~3

years $

Uncertain

economic

outlook

86 82

102

91

100

100 102

89 93

88

106

131

-12%

-10%

-8%

-6%

-4%

-2%

0%

2%

0

20

40

60

80

100

120

140


2015

Th

ou

sa

nd

s


192 122

138

113

63

54

235

176

-

100

200

300

400

500

600

700

YTD 3Q 2014 YTD 3Q 2015

Millions


$629

$466


2015 Visitor Arrivals (Full Year) TR ex SEG by Major Components


MARKET INSIGHTS | AUSTRALIA

• Strong city links between Australia and Singapore (Eg: SilkAir and Scoot now flies to Cairns and Melbourne respectively; SIA

increased flight frequency to Sydney) STB has been stepping up plans to amplify partnerships with airlines and travel retailers to

drive bookings.

• Increasing use of Online Travel Agents (OTAs) among Australian visitors STB working even closer with major OTAs such as

Webjet and Expedia to test-bed marketing campaigns.


20% over past 2~3

years $

Uncertain

economic

outlook

116

65 71

83 74

83

98

83

97 96

76

102

-20%

-15%

-10%

-5%

0%

5%

10%

15%

0

20

40

60

80

100

120

140


2015

Th

ou

sa

nd

s


119 97

239 211

128 103

347

340

-

100

200

300

400

500

600

700

800

900

YTD 3Q 2014 YTD 3Q 2015

Millions


$833

$750




MARKET INSIGHTS | INDIA

+4% to 377K More Indian visitors on

mono-Singapore trips

(Full year 2015)

• Steady growth in segments such as family travel and cruising among the Indian outbound market encouraged STB and industry

partners to continue our year-long marketing and trade engagement initiatives.

Last year, STB organised the inaugural Cruise Forum for some 100 senior travel agent executives in India and a series of

webinars for 800 agents helped showcase to the Indian trade the growth potential of the cruise industry and cruise product

offerings in Singapore and the Southeast Asia region.

+26.8% to 77K Number of cruise

passengers from India

(Full year 2015)

74

60 70

84

131

102 84

77 70

87 88 88

-10%

-5%

0%

5%

10%

15%

20%

25%

0

20

40

60

80

100

120

140


2015

Th

ou

sa

nd

s


Growth in Tier

1 & 2 cities

125 122

333 275

144 143

294 282

-

100

200

300

400

500

600

700

800

900

1,000

YTD 3Q 2014 YTD 3Q 2015

Millions


$822 $896

+7% year-on-year -8% year-on-year



MARKET INSIGHTS | SOUTH KOREA

• The strong outlook in South Korean outbound travel led STB to step up its marketing and trade engagement efforts such as that in new

promising source markets such as Greater Busan (which includes cities of Busan, Ulsan, Daegu and Kyongnam).

Strong outbound

travel growth

+12% to 60K Visitor arrivals from

Secondary Cities from

Greater Busan

(Full Year 2015)

+10.3% | +2.9% Visitor Days Average length

of stay

72

51

43 42 44

37

48

60

39

51 45 45

-5%

0%

5%

10%

15%

20%

25%

0

10

20

30

40

50

60

70

80


2015

Th

ou

sa

nd

s


51 62

179 153

74 66

143 144

-

50

100

150

200

250

300

350

400

450

500

YTD 3Q 2014 YTD 3Q 2015

Millions


$447 $425

+7% year-on-year -5% year-on-year






2. Market Insights





394 334 391 372 385

942 913

1030

890

1017

0

200

400

600

800

1000

1200

2011 2012 2013 2014 2015

No of ship calls Cruise throughput ('000)

GROWTH AREAS IN 2015 | CRUISE

3.7% CAGR** in

cruise passenger

throughput

over past 3 years

+14% Year-on-year increase

in cruise passenger

throughput

#1 Port in Asia in 2015 (based on number of

ship calls)*

9 Maiden ship calls new

to Singapore and

Southeast Asia

* Based on numbers from Cruise Lines International Association

** Compounded Average Growth Rate

385

1017


Enhanced Singapore’s appeal as a cruise destination

Enhanced Growth of Southeast Asia’s Cruise Industry

• MOUs forged with Vietnam & Thailand to develop regional cruise business

• Joint publicity & presence at overseas tradeshows (e.g. Cruise Shipping Miami 2015)

• Launched inaugural unified Southeast Asia Cruise Brand

Strengthened marketing

partnerships

• Renewed existing partnerships

e.g. RCI

• Forged new partnerships e.g.

TUI Cruises

170,000+ cruise passengers

~S$100m in tourism receipts

90,000+ cruise passengers

~S$50m in tourism receipts

At-Sunrice curating a

culinary experience

themed around spice

traditions in

Southeast Asia

More international cruise

brands Strengthened local trade

interest in cruise business

• Attracted new industry

stakeholders to explore

opportunities to enhance

cruise experiences in

Singapore

GROWTH AREAS IN 2015 | CRUISE


GROWTH AREAS IN 2015 | BUSINESS EVENTS

+27% STB supported more than

350 business events in

2015

287,000 Visitor arrivals generated

+0.3% vs 2014

S$478M Tourism receipts generated

+4% vs 2014

Major 2015 events

Gastech

Conference &

Exhibition

~10,000 visitors

Sibos 2015

~7,000 visitors World LPG Forum

~1,200 visitors

European Society

for Medical Oncology

Asia Congress

~2,800 visitors

INTERPOL

World 2015

~2,000 visitors

World

Confederation of

Physical Therapy

Congress 2015

~3,000 visitors

inter airport

South East Asia

~1,000 visitors

Oriflame Diamond

Conference 2015

~1,000 visitors

USANA Asia & Pacific

Convention 2015

~4,050 visitors

BestWorld

Convention 2015

~1,000 visitors

Forever Living Global

Rally 2015

~4,300 visitors

Jeunesse Global Expo Unite

Annual World Conference 2015

~14,000 visitors

Major M&I Groups


Significant events secured

International Union for Physical

and Engineering Sciences in

Medicine (IUPESM) 2021

Expected VA: 3,000

IEEE Intl Symposium on

Antennas & Propagation

& the North American

Radio Science Meeting

(IEEE APS) 2021

Expected VA: 1,400

2016 2017 2018 2019 2020 2021

Lions 2020

Expected VA: 20,000

International Council of

Nurses World

Congress 2019

Expected VA: 3,000

Intelligent Transport

Systems World

Congress 2019

Expected VA: 6,000

International Society of

Ultrasound in Obstetrics

& Gynaecology 2018

Expected VA: 1,300

EdTechXAsia

Expected VA: 500

International Society For

Pharmacoeconomics and

Outcomes Research

(ISPOR) Asia Pacific

Conference 2016

Expected VA: 1,430

International

Conference on

Public Policy

(ICPP) 2017

Expected VA:

1,500

Rotorcraft Asia 2017

Expected VA: 3,450

Milipol 2017

Expected VA: 2,500

GROWTH AREAS IN 2015 | BUSINESS EVENTS HIGHLIGHTS





2. Market Insights

3. Growth areas

4. Looking Ahead: 2016 & Beyond 4. Looking Ahead: 2016 & Beyond


LOOKING AHEAD: 2016 & BEYOND | FORECAST FOR TOURISM SECTOR PERFORMANCE

15.2 - 15.7 million

(+0~3% vs. 2015)

S$22.0 – 22.4 billion

(+0~2% vs. 2015E)

• Slower global economic growth

• Economic uncertainties:

o China’s ongoing reforms

o Normalisation of America’s monetary conditions

• Regional competition

Challenges

• Growth of Asia-Pacific tourism

• Higher growth in air traffic (expansion of low cost carriers and low oil prices)

• Pipeline for business events remains strong

Opportunities


LOOKING AHEAD: 2016 & BEYOND | PLANS FOR 2016

Boost industry competitiveness

• Continue working with Hotels industry to enhance productivity

• Roll out manpower-related initiatives for other tourism industries

Marketing:

• Expand marketing efforts into

new source cities in key

markets

• Increase partnerships with

trade and non-trade partners

• Continue to expand digital

footprint in various markets

• Launch global campaigns

positioning Singapore as top

business destination

Enhance Singapore’s Destination Attractiveness:

• Develop more in-depth and holistic experiences in more cultural precincts

• Develop more events including branded entertainment & home-grown ones

• Tell the Singapore story through showcasing Singaporean talents


Thank you

Tourism Year-in-Review 2015 - Singapore Tourism … slides are property of STB and shall not be...

Documents

Transcript of Tourism Year-in-Review 2015 - Singapore Tourism … slides are property of STB and shall not be...