Tourism Year-in-Review 2015 29 February 2016
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
1. 2015 Tourism Sector Performance
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
2015: • Buffeted by various headwinds
• Mixed tourism sector performance
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
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
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* 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
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
* 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
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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
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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
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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
$12,510
Increase in BTMICE traffic
Increase in leisure VA and
PCE
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23%
45%
28%
15%
13%
13%
26%
18%
21%
10%
15%
28%
18%
18%
33%
28%
35%
24%
40%
42%
39%
36%
14%
10%
11%
17%
14%
14%
12%
14%
16%
16%
15%
35%
27%
42%
34%
45%
38%
38%
29%
21%
36%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall
China
Indonesia
India
Australia
Japan
Malaysia
Philippines
Thailand
UK
South Korea
Tourism Receipts by Major Components, Top 10 Markets, January to September 2015
YTD 3Q 2015 TOURISM RECEIPTS | TOP 10 MARKETS
Expenditure is estimated from Overseas Visitor Survey.
Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and transit visitors.
*Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.
-5%
-21%
-8%
-10%
6%
-26%
-9%
-3%
4%
-5%
-7%
SHOPPING ACCOMMODATION FOOD & BEVERAGE OTHER TR COMPONENTS
TR %
Change
vs 2014
2015 TR*
(S$ 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
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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
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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%
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
2. Market Insights
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
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
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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
Shopping Accommodation Food & Beverage Other TR Components
$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
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015 No. of Arrivals YOY Chg
Th
ou
sa
nd
s
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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.
Currency depreciated
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
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015
Th
ou
sa
nd
s
No. of Arrivals YOY Chg
192 122
138
113
63
54
235
176
-
100
200
300
400
500
600
700
YTD 3Q 2014 YTD 3Q 2015
Millions
Shopping Accommodation Food & Beverage Other TR Components
$629
$466
-5% year-on-year -26% year-on-year
2015 Visitor Arrivals (Full Year) TR ex SEG by Major Components
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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.
Currency depreciated
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
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015
Th
ou
sa
nd
s
No. of Arrivals YOY Chg
119 97
239 211
128 103
347
340
-
100
200
300
400
500
600
700
800
900
YTD 3Q 2014 YTD 3Q 2015
Millions
Shopping Accommodation Food & Beverage Other TR Components
$833
$750
-3% year-on-year -10% year-on-year
2015 Visitor Arrivals (Full Year) TR ex SEG by Major Components
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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
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015
Th
ou
sa
nd
s
No. of Arrivals YOY Chg
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
Shopping Accommodation Food & Beverage Other TR Components
$822 $896
+7% year-on-year -8% year-on-year
2015 Visitor Arrivals (Full Year) TR ex SEG by Major Components
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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
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015
Th
ou
sa
nd
s
No. of Arrivals YOY Chg
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
Shopping Accommodation Food & Beverage Other TR Components
$447 $425
+7% year-on-year -5% year-on-year
2015 Visitor Arrivals (Full Year) TR ex SEG by Major Components
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
3. Growth Areas in 2015
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
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
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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
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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
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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
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Tourism Year-in-Review 2015
Presentation Outline
1. 2015 Tourism Sector Performance
2. Market Insights
3. Growth areas
4. Looking Ahead: 2016 & Beyond 4. Looking Ahead: 2016 & Beyond
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
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
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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
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Thank you