Visa-Free to Passport-Free: Singapore Boosts Chinese Tourism

Singapore Tourism Board Greater China 2024 Travel Industry Roadshow

1. Visa-Free Policy Boosts Tourism Surge

On February 9th of this year, the visa-free agreement between China and Singapore officially came into effect, leading to a surge in Chinese tourists returning as a key demographic for Singapore. According to Andrew Phua, the Executive Director of Greater China at the Singapore Tourism Board, Singapore saw significant growth in tourism during the first summer holiday after the visa exemption. Data shows that visitor numbers in July reached 106% of the same period in 2019, with 1.86 million Chinese tourists arriving in Singapore by July.

Phua noted that in recent years, Chinese tourists’ expectations for travel to Singapore have changed. They are no longer satisfied with traditional group tours or short sightseeing trips; instead, they are seeking more in-depth immersive experiences and authentic local life. He remarked, “Chinese tourists are not just checking off popular spots but want to live like locals and experience the local culture deeply.” For instance, the recent “Little Nyonya Cultural Festival” held in China sparked great interest among Chinese tourists, with many traveling to Quanzhou specifically to dress in Nyonya costumes and take photos, reflecting their desire for a deeper understanding of local life.

Andrew Phua, the Executive Director of Greater China at the Singapore Tourism Board

2. Flight Expansion and Price Stabilization

Singapore’s Changi Airport has also seen significant recovery in the aviation sector. Qiwei Bai, Vice President of Air Hub and Cargo Development at Changi Airport, mentioned, “Airfare constitutes a major part of travel costs, so it’s crucial for us to increase the number of flights to stabilize prices.” Over the past six months, airfares have already started to stabilize. Changi Airport’s traffic has recovered to about 99% of pre-pandemic levels, with the Chinese market being especially strong, reaching 103% in the first half of the year and 108% in July.

Qiwei Bai, Vice President of Air Hub and Cargo Development at Changi Airport

To further promote flight recovery and fare stability, Changi Airport has continuously expanded its route network, adding new routes to Beijing Daxing, Jieyang, Chaoshan, and Quanzhou. By the end of the month, new routes from Taiyuan-Haikou-Singapore and Linyi-Nanning-Singapore will also be launched.

3. Enhancing Seamless Travel Experiences

As the number of Chinese tourists rises, Singapore has implemented several measures to further optimize their travel experience. Changi Airport introduced a self-clearance system allowing foreign tourists to scan their passports and use facial recognition for faster entry, reducing wait times. Additionally, Changi Airport is rolling out a “passport-free clearance” system, currently piloted at Terminal 3 and expected to be fully operational across all terminals by the end of September. This initiative not only improves efficiency but also offers travelers a more convenient experience.

Bai commented, “We aim to ensure that passengers enjoy a seamless experience whether entering or leaving Singapore. These innovations are designed to provide world-class service for global travelers.”

Singapore Tourism Board Greater China 2024 Travel Industry Roadshow

Changi Airport’s innovations also extend to services like the “air-sea intermodal” project in partnership with cruise companies, allowing tourists to complete cruise check-ins at the airport. This one-stop service from plane to cruise ship enhances convenience and positions Singapore as one of the world’s top travel destinations.

4. Sentosa’s Appeal to Younger Audiences and Immersive Experiences

Singapore’s Sentosa Island, a popular destination for Chinese tourists, has undergone a significant transformation post-pandemic. According to Jacqueline Low, the Director of Sales, Business and Channels Development at Sentosa Development Corporation, Sentosa has shifted its focus from family travelers to attracting a younger generation, collaborating with various intellectual properties (IPs) to enhance its appeal. “We aim to provide more diverse experiences through partnerships with international and Chinese IPs,” she said.

Jacqueline Low, the Director of Sales, Business and Channels Development at Sentosa Development Corporation

For example, Sentosa will launch a Minions-themed park and an upgraded version of the S.E.A Aquarium, offering novel and immersive experiences for young visitors and families.

Singapore Tourism Board Greater China 2024 Travel Industry Roadshow

5. IP Crossovers and Innovative Brand Strategies

Singapore’s tourism promotion strategy in China differentiates itself by introducing new activities and IPs to existing attractions, enhancing the products and experiences on offer. Bai highlighted, “We’ve introduced ‘Avatar’ to Gardens by the Bay, ‘Harry Potter’ to Sentosa, and ‘Genshin Impact,’ enhancing the immersive experience for visitors.” This means repeat visitors to Singapore can enjoy more innovative activities and experiences, boosting the destination’s value.

Singapore has also adopted innovative brand strategies in cross-border IP collaborations. Bai emphasized, “By continually upgrading our tourism products and integrating IPs with local cultural elements, we aim to differentiate Singapore.” For instance, Pop Mart’s Molly character launched a unique Singapore-exclusive edition, strengthening tourists’ emotional connections. Furthermore, Singapore has become the first stop for Chinese IPs like “Genshin Impact” and the Pop Mart music and arts festival, while Pop Mart opened its first international pop-up store there. Singapore not only attracts tourists through these IP collaborations but also actively incorporates AI technology to provide more personalized services.

6. Future Outlook for the Chinese Market

Singapore’s continued deep development in the Chinese market relies on keen insights into tourist demands and innovative strategies. Bai concluded, “We hope to enhance Singapore’s competitiveness in the Chinese market through brand events, AI + tourism technology, and cross-border IP collaborations, providing Chinese tourists with richer travel experiences.

As cultural and economic exchanges between China and Singapore deepen, Singapore will continue to strengthen its market presence in China by offering quality tourism products and convenient services to attract more Chinese tourists.

Conclusion

Through a combination of visa-free policies, new flight routes, seamless clearance technology, and immersive tourism experiences, Singapore showcases its appeal as a global tourism hub. As Chinese tourists’ preferences evolve, the Singapore Tourism Board and its partners continually innovate to provide more personalized and high-quality travel experiences. Looking ahead, Singapore will continue to meet the expectations of Chinese tourists, creating unforgettable travel memories.