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Singapore Tourism Board chases Indian MICE 

Kumarkaushalam  
New Delhi : In an initiative to target the meeting, incentive, conference and exhibition (MICE) segment, the Singapore Tourism Board (STB) has chalked out three-fold alliances with Indian partners.

In conjunction with Sita World Travel's Special Interest Tours (SIT) division, STB has launched three-city road shows, in Delhi, Bangalore and Chennai, to lure corporates. STB has also tied up with hotel Le Meridian in the Capital to target women journalists; with Amenity Holidays for families; and with the Malaysian government to co-promote Singapore along with Malaysia. The initiative is a part of the `Live it Up in Singapore' campaign, which will conclude by 2002-year-end. Says Mr C Chang, marketing manager, South Asia, STB: ``We expect a 10 per cent growth in the number of Indian tourists to Singapore to over 3.5 lakh in the year 2000. The MICE segment is significant because the MICE visitors' spending is much higher than an average Indian visitor's spending of $1,000 a trip.'' The number of Indian visitors to Singapore increased from 2.9 lakh in 1999 to 3.5 lakh in the year 2000. Holiday tourists accounted for 39 per cent, while business visitors accounted for 22 per cent and the MICE segment only 4 percent.

Mr Chang says that the STB is also putting extra thrust on women as they account for 28 per cent of overall Indian tourists and growing at the rate of 25 per cent a year. As for male tourists, the growth is put at 18 per cent a year. To boost Singapore's awareness, STB's has recently started a television campaign `Singapore: Holiday Destination', handled by Contract.

Mr Chang said that in the first Delhi road show, Sita has already secured 400 corporates. Adds Ms Rati Gulati, vice president, Special Interest Tours, Sita: ``We've set a target to get at least 5,000 corporates for Singapore by December-end.'' Mr Chang says that the company will intensely target all those Indian and MNC companies which have strong incentive programmes for their employees.

Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.

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