By: Prithpal Singh
First published: 25 May 04, TODAY

What ails Singapore's tourism? Even with the best of intentions, the Singapore Tourism Board (STB) cannot be effective on its own. It not only needs the travel trade behind it but, more importantly, the support of other government agencies. Tourism is about creating "wow" experiences and it requires a national effort.

Rules sometimes need to be bent, broken and changed and government agencies such as the Urban Redevelopment Authority, the Land Transport Authority, the Civil Aviation Authority of Singapore (CAAS) and others need to play ball and take a more enlightened and sympathetic approach to loosening up for the greater good of tourism.

The travel trade and the STB continue to push for the relaxation of rules to make Singapore a more accessible, fun and attractive tourist destination. For every success we read in the papers, there could be five unpublished failures. It seems the call by a minister to these agencies to be less risk-averse has not been taken to heart.

Take, for example, the present restrictions on the entry of Malaysia-registered cars into Singapore.

These have cut off what could be a major tourism market for us. Over seven million Singaporeans spent at least one night in Malaysia last year but only 430,000 Malaysians spent a night in Singapore.

Is there a way the entry restrictions on Malaysia-registered cars could be eased to induce more Malaysians to spend more time - and tourist dollars - in Singapore?

The CAAS should also examine, with its Malaysian counterparts, how more flights between both countries can be achieved.

The STB has recognised the importance of the Malaysian market by setting up an office in Kuala Lumpur. Its efforts will come to naught if the obstacles to boost the arrival of more visitors from Malaysia are not removed.

The reduction in the average length of stay by visitors to Singapore is a concern with wider repercussions than just the loss of income to the economy. In some markets, it has a undesirable effect of potentially reducing tourism arrivals.

Take, for example, tourists from China, on which we are banking for the future. Most Chinese visitors opt for the Thailand-Malaysia-Singapore package tour. But many of them spend only a day here. They return home with the message that there is nothing much to see in Singapore! If left unchecked, this wrong impression may result in Singapore being taken off the map by the Chinese.

We therefore need to pull out all the stops to convince the Chinese to spend at least two nights in Singapore. The STB should set this as the target and spare no effort to achieve it, even if it means having to subsidise the second-night stay in the short term and on a selective basis, in return for some longer term commitments from Chinese tour operators.

The alternative of not doing anything is worse.

Singapore must change its tack and market itself as an attractive destination, not just a stopover. Since Singapore's tourist attractions are not a sufficient draw, the short-term answer would be to include Johor, Malacca and the Riau Islands into our tourism hinterland and make these destinations a permanent landscape of Singapore's tourism. Our neighbours will be delighted to be the beneficiaries of our investment and international marketing and promotion.

Singapore will then be able to offer a compelling product: To fly into a world-class city and then on to beaches, culture, history and a rustic countryside just a boat or a car ride away. It will make the "Surprising Singapore" tagline used in the 90s truly live up to its name.

Notwithstanding competition, a healthy 28 million people continue to pass through Changi Airport every year, but only six million visit Singapore.

What about the rest? Why do they bypass Singapore? Can anything be done to persuade even a small percentage to break journey in Singapore?

To get answers and plan a strategy to tap this market at our doorstep, we need to look at the statistics of who these people are, where they come from and which airlines carry them onward. Will the CAAS make available this information so that the travel trade can examine how this opportunity can be tapped and attract the millions of potential tourists who bypass Singapore?

How do we persuade airlines to get their customers to break their journeys?

The STB could embark on an affirmative action plan to reward foreign airlines which achieve a set target of customers who break their journey for two nights which they would not otherwise.

These airlines could be rewarded through lower airport charges, better slot times, more traffic rights, marketing support and promotional funding.

An aggressive but supportive approach with adequate rewards and benefits could very well see some immediate benefits.

However, the re-creation of Singapore as a world class destination - "the most global city in Asia" - perhaps cannot be only brought about by taking an evolutionary approach or by building monuments, casinos or reclaiming islands to create beaches.

The new Singapore tourism product should not be only about physical aspects and but also about ideas, people and experiences. Tourists will then come to Singapore because they want to be part of its energy, vibrancy and way of life.

Singapore needs to become THE place everyone wants to come to, to better themselves in whatever field they are in - be they artists, musicians, scientists. For that to happen, rule books have to be thrown away.

French author Jacques Attali referred to "hyper nomads" as people not bound by nationality, or particular loyalties, but by beliefs or interests. Hyper nomads gravitate to people and places which value their talents and contribution. They, in return, repay their acceptance and presence through creating a rich, vibrant and memorable atmosphere.

Can this vision be realised?

Yes, but let's not be like IBM, a company which nearly went bust before it changed.