The fact is gradually gaining people’s attention that the tourism industry of Singapore shrank in the last year. Statistics show that the number of tourists in 2009 dropped down by 4.3% along with the revenue of tourism which decreased by 19%. Under the recession, the plunge in this entertaining industry is acceptable but it also concerned the related authority. However, the upswing in the end of year gave them much confidence in the future development of this industry.
In my opinion, the shrink in tourism of Singapore is mainly because of the economy recession. People are trying hard to save money in this special period and trim a lot of their entertaining budget which include the travelling expense. However, there are still examples that had prosperous tourism last year such as Taiwan. There is no doubt that the improvement of cross-straits ties between mainland China and Taiwan prompted the industry. But their efforts in advertising also played a very crucial role. I really appreciate the idea of ‘Unique Singapore’ which is used as the slogan for travelling in Singapore. But compared to Taiwan, it lacks the detailed content in the advertisement about the word ‘unique’. The videos, billboards and the banners don’t present clearly the unique attractions in Singapore. Therefore, the slogan looks a bit vacuous and lacks influences among its target audience. On the contrary, the characteristic views and products, such as springs, 101 building, beef noodles and Shilin night market, abound in the advertisement of Taiwan Travelling. The pattern they present these attractions are also corresponding with their slogan—‘Welcome 2 Taiwan’ which is aimed to show two opposite styles- urban and country in Taiwan. Customers can directly recognize the special features in Taiwan and are very curious about the travelling experience there. I think if Singapore manage to do the same work for their advertising, they will also achieve success.
For this year, I think the dark clouds over tourism in Singapore will be swept away because several important events are taking place there. In addition to some regular event like F1 race, the debut of Integrated Resort and YOG will attract lots of tourists to this charming island.
Yes, I think you give an appropriate explanation of the noticeable shrink in the revenue of Singapore's tourism. Maybe the lack of appealing advertisement does contribute to the stagnant development of tourism in Singapore. Maybe more people will come to visit Singapore if the advertisements can contain more specific details about the attractions. But in my standpoint, i think the radical reason for the shrink is that the poor quality of Singapore's tourism. Compared with other places like China, America and those Europe countries, Singapore is too small. This is undoubtedly a critical restriction of the development of the tourism. People have much less choices in Singapore when the area is so small and there are few places of fun. Also, Singapore lack a sharp feature. It has not have much things which is so different from others in style. It seems more like a mixture of all kinds of things. This can never be attractive.
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