Neglecting Taiwan? One of the top 10 travel destinations for Taiwanese – yet Singapore didn’t show up at the travel fair

Reported by You Tzu-ju / Taipei

The ITF Taipei International Travel Fair concluded on October 21, attracting a record-breaking 310,000 visitors over four days, with various tourism bureaus pulling out all the stops to boost sales. However, some sharp-eyed attendees noticed that Singapore, one of the “top 10 travel destinations for Taiwanese,” did not set up a booth at the event. Some wondered, “Has the Singapore Tourism Board stopped prioritizing the Taiwanese market?”


▲ Marina Bay Sands in Singapore. (Photo / Courtesy of Marina Bay Sands official website)

Does the Singapore Tourism Board not care about the Taiwanese market, hence the complete absence of a booth at the travel fair? In response to this query, Yeo Yee Ming, the Taiwan representative of the Singapore Tourism Board, explained that the board is not indifferent to the Taiwanese market but has shifted its marketing strategy. “The STB hasn’t participated in the travel fair since last year mainly because the event focuses heavily on low-price promotions. Going forward, the STB plans to emphasize premium products rather than low-cost deals.”

Yeo pointed out that compared to other Southeast Asian countries, Singapore is a “high-spending destination.” For a typical three-day-two-night tour package, the average price needs to be at least NT$25,000 just to break even. Additionally, data from the Singapore Tourism Board headquarters revealed Taiwanese travel trends: the number of Taiwanese visitors to Singapore rose from 160,000 in 2009 to 240,000 in 2012, and the board estimates that 280,000 Taiwanese will visit this year (2013), showing a steady annual increase.

Traveling to Singapore is not only safe but also highly accessible, with direct flights from Taiwan taking just four hours. At the travel fair, it was observed that most Taiwanese travelers heading to Singapore opt for independent travel. “Taiwan ranks 14th in Singapore’s market, so there’s absolutely no question of neglect,” Yeo added. He also noted that Singapore is a mature travel market where low-cost group packages are not suitable. As such, the travel fair isn’t a key promotional focus for the STB. In the future, Singapore’s tourism strategy will target high-end products, offering travelers more premium and refined services.

Additional info: According to statistics from the Tourism Bureau, the top 10 outbound travel destinations for Taiwanese in the past five years are China (Hong Kong and Macau), Japan, South Korea, the United States, Thailand, Vietnam, Indonesia, Malaysia, Singapore, and the Philippines.