Introduction: Niche Markets
• Focus on Islamic tourism is a very
recent phenomenon in Singapore
• Emphasis on niche-markets:
1970/80s: MICE travelers
1990s: honeymooners & cruise tourists
2000s: education & medical markets
2005 onwards: Islamic/Muslim visitors
Introduction: 3 Key Points
• Volume: How large is the Islamic tourism market?
• New practices: policies, activities, services catering to Islamic travelers?
• Landscape: Islamic/
Arab heritage site
for tourists
1. Volume of Islamic Tourist Market
• Singapore tourism statistics do not include
religion as an indicator
• Malaysia, Indonesia, Brunei, Middle-East
countries: 27% of 10 million tourists (2009)
1. Volume of Islamic Tourist Market
• Singapore tourism statistics do not include
religion as an indicator
• Malaysia, Indonesia, Brunei, Middle-East
countries: 27% of 10 million tourists (2009)
• Largest national groups (% ratio): 1. Indonesia (18%)
4. Malaysia (8%)
-- Brunei (0.6%)
-- U. Arab Emirates (0.5%)
2. Industry New Practices
• Six areas in tourism/leisure industry catering
to new Islamic niche market
2(i) Hotels • Increase in Halal-kitchens &
banqueting packages, prayer rooms & mats etc.
• 2010: mainstream hotels eg. Fairmont, Grand Mercure, Marina Mandarin hotels
2(ii) Tourist Attractions
• Wildlife Reserves Singapore‟s 3 attractions have installed prayer rooms
• “We receive about 4-5 requests each month from Muslim visitors to use the prayer rooms, and we believe it is important to meet the needs of our guests wherever possible.” (Isabel Cheng, Director of Sales, Wildlife Reserves)
2(iii) Shopping Malls
• Ion Orchard: concierge should be able to speak in Arabic & Bahasa-Indonesian; staff with working experience in Middle-East preferred
• Tourist expenditures (2009):
Indonesia: S$1.6 billion
Malaysia: S$513 million
2(iv) Hospitals
• Raffles Hospital: priority in
hiring staff with Arabic
fluency; Quran in all its rooms
2(v) Muslim Visitor Guide
• 2006: guide book listing Halal
restaurants; annual events of
interest to Muslims; select
shops & attractions
2(iv) Hospitals
• Raffles Hospital: priority in
hiring staff with Arabic
fluency; Quran in all its rooms
2(v) Muslim Visitor Guide
• 2006: guide book listing Halal
restaurants; annual events
of interest to Muslims; select
shops & attractions
2(vi) Travel Packages • STB-SIA Ramadan package for Middle-East
tourists
• Itinerary: return ticket to UAE during Ramadan period; free shuttle to Sultan Mosque; early morning breakfasts; visit to Malay Heritage Centre; sampling of local Malay food
2. Six Industry New Practices
• Hotels: Halal kitchens in mainstream
hotels
• Attractions: prayer rooms in leading
sites
• Shopping malls: staff with Middle-East
experience
• Hospitals: focused on Arab visitors
• Muslim Visitor Guide: specific aid for
Islamic market
• Travel packages: Ramadan packages
3. Place: Kampong Glam
• Kampong Glam (Arab Street): Singapore‟s Malay heritage district
• 19th Century: popular site for Hajj pilgrims from Southeast Asia
• Urban conservation in early 1990s led to displacement of residents & businesses
3. Place: Kampong Glam
• New businesses in Kampong Glam not always „Muslim/Malay‟-themed
• Eg. contemporary fashion boutiques, KTV lounges, offices, bars
• David Tantow (2010): study of Kampong Glam‟s loss of cultural identity
3. Place: Kampong Glam
• D. Tantow‟s (2010) survey of 200 tourists:
42% agreed KG is a “tourist attraction
rather than a place for Malays & Muslims”
3. Place: Kampong Glam
• Interview with Singaporean Malays:
Kampong Glam focuses on ‘exotic’ Arabic
theme rather than Singaporean Malay
culture (E. Cohen‟s „tourism front setting‟)
Conclusion: Potential For Growth
• Huge potential for growth of Islamic tourism
market , but need to exercise caution
• Potential : proximity to other Muslim
countries; high degree of security; high
quality shopping; amenities & packages
aimed at Arabic market
Conclusion: Potential For Growth
• Huge potential for growth of Islamic tourism
market , but need to exercise caution
• Caution: alignment of interests between
foreign Arab visitors & local Singaporeans
in most areas except for Kampong Glam
(focus on the „exotic‟ rather than „utilitarian‟)
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