Singapore is Western Australia’s second largest international market and delivers a high proportion of repeat visitors. After the commencement of Tiger Air services in March 2007 between Perth and Singapore, Singaporean visitors to Western Australia have experienced steady growth. Western Australia’s market share of Singaporean visitors to Australia is strong with over a quarter travelling to Western Australia. This can also be attributed to the close geographic proximity to Western Australia and it sharing the same time zone.
The segments for Singapore are:
Primary Segment 1
Couples, who typically travel alone or with a group and have a 'Visiting Friends and Relatives' connection to Western Australia. They wish to relax and recharge in a less hectic environment.
Primary Segment 2
Young families with young children less than 10 years of age and tend to travel with extended family group. They look to participate in activities with their children and generally tour around the more tourist-friendly environment.
Peak periods of travel to WA:
November-December
March and June
Tourism WA market update – Singapore/Malaysia
Tourism Western Australia delivered a market update regarding Singapore/Malaysia on Thursday May 7, via ‘Web Ex’.
You can access the presentation via the link below:
Market presentation May 09 - Singapore and Malaysia
08/09 Marketing Activities
Aussie Specialist Program
Ongoing training of retail agents in the market.
Local Industry Participation: Through supply of brochures. Contact trademarketing@westernaustralia.com.
Consumer eNewsletter Program
The successful monthly 'Travel Western Australia' consumer e-newsletter program will continue in 2008/2009. The newsletter consists of relevant WA travel news, features, specials and competitions. There are a total of 13,000 Singapore subscribers to 'Travel Western Australia'.
Local Industry Participation: Yes. For further information please contact the Online Team enewsletters@westernaustralia.com
Innovations eNewsletter
Innovations is a monthly update for the travel media on what is new in the Western Australian tourism industry, prepared and distributed by Tourism WA. The Innovations newsletter is used by Tourism WA's Singapore office, as well as Tourism Australia, to keep them informed about product developments.
Local Industry Participation: Yes. Please provide information about new product to innovations@westernaustralia.com.
Media Awareness Program
Tourism WA liaises closely with Tourism Australia in the development of its Visiting Journalists Program. Specifically, Tourism WA participates in Tourism Australia's annual Singapore television broadcast project which sees significant coverage for each state.
Local Industry Participation: Yes, to register your interest in the Singapore broadcast project contact familiarisations@westernaustralia.com.