International
Market Profile
SINGAPORE
International Market Profile
SINGAPORE
MARKET OVERVIEW
Singapore is the most
mature travel market
from Asia with daily, direct
air access.
Singaporeans are welltravelled and are looking
for new experiences. They
usually travel as a couple
or family.
Singaporeans generally
visit one state on each visit
to Australia.
Majority of Singaporeans
who visit South Australia
will base themselves in
Adelaide for all or some
of their stay and take trips
to nearby regions from
there.
KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS
FAST FACTS AND FIGURES
Data is based on a 3 year average for the years ending Dec 2014 to Dec 2016
for all purpose visitors.
Holiday
VFR
Business
Other
Total
6,000
4,000
2,000
2,000
14,000
Visits (AUS)
195,000
103,000
63,000
38,000
351,000
Nights (SA)
44,000
78,000
7,000
123,000
251,000
1,425,000
1,288,000
512,000
2,585,000
5,810,000
ALOS - Nights (SA)
7
20
4
62
18
ALOS - Nights (AUS)
7
13
8
68
17
Nights (AUS)
Expenditure
1% • Clare Valley
1% • Eyre Peninsula
3% • Barossa
4% • Flinders Ranges & Outback
7% • Fleurieu Peninsula
8% • Kangaroo Island
10% • Limestone Coast
Visits
Singapore
Visits (SA)
Singapore travellers visit
Adelaide and surrounds to
experience food and wine,
nature and wildlife and
also undertake self-drive
journeys.
96% • Adelaide
0
20
40
60
80
100
Percentage
$45,000,000
LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP
APPEALING EXPERIENCES
}} Adelaide for safety, ease of getting around, vibrant restaurant and bar scene,
abundance of local produce and shopping precincts.
}} Adelaide and surrounding areas that offer quality food and wine experiences,
wildlife and beautiful coastline.
}} Self-drive journeys including the Southern Ocean Drive which is Melbourne to
Adelaide touring route and the Nature, Sea and Vines Trail well established in the
Singapore market incorporating the Fleurieu Peninsula and Kangaroo Island.
35 days • 15-24 yrs
Age group
22 days • 25-34 yrs
14 days • 35-44 yrs
SA Target
Audience
12 days • 45-54 yrs
15 days • 55-64 yrs
20 days • 65+ yrs
TARGET MARKET PROFILE
KEY THEMES
}} South Australia targets the ‘Affluent Experience Seeker’ market; well travelled, 25-49 year old couples who are looking for new experiences.
}} Coastal
}} Nature and wildlife
}} Food and wine
}} Luxury
}} Shopping
}} Soft adventure
}} Self-drive
AIR ACCESS
}} Singapore Airlines provides direct air access into
Adelaide.
0
20
30
40
Days
Average length of stay is influenced by longer
staying education and VFR sectors.
SEASONALITY
14%
MARKET INSIGHTS
12%
10%
Visitors
}} Singaporeans are frequent flyers with 91% having gone overseas in the past year for
business or leisure.
}} Singaporeans are knowledgeable travellers who enjoy travel experiences such as
shopping, food, rest and relaxation, as well as experiencing the local culture.
}} Singapore is an English speaking market.
}} Asians like to be ‘on the go’ so quick meals (preferably warm) are recommended.
}} Singapore has been a growing market for South Australia with positive growth every
year since 2007.
}} Key trade partners remain important to the local strategy, however as with most of
the Southeast Asian market, there needs to be a strong focus on driving demand
through destination awareness.
10
8%
6%
4%
2%
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month of arrival in South Australia
50
International Market Profile
SINGAPORE
VISITOR AGE PROFILE
ACCOMMODATION USED
e
d
d
b
a
a
b
a
b
c
d
e
f
e f
c
f
c
TRAVEL PARTY DESCRIPTIONS
12% • 15-24 yrs
18% • 25-34 yrs
23% • 35-44 yrs
18% • 45-54 yrs
22% • 55-64 yrs
7% • 65+ yrs
a
b
SA Target
Audience
a 37% • Rented house/apartment/
unit/flat
b 33% • Home of friend/relative
c 13% • Hotel/resort/motel/motor inn
d 6% • Education institution
e 4% • Own property
f 8% • Other
a
b
c
d
e
PACKAGE TOURS
FIRST OR RETURN VISIT
b
c
a
d
e
52% • Unaccompanied
20% • Adult couple
16% • Family group
9% • With friends/relatives
3% • Business
a
b
a 97% • Non package tour
b 3% • Package tour
a 15% • First visit
b 85% • Return visit
This data includes Education and VFR purpose sectors.
MARKET INSIGHTS (CONT’D)
}} The SATC has amplified its focus on increasing consumer awareness
through media partners, consumer fairs and direct to consumer, digital
advertising campaigns.
}} The Singapore market is digitally sophisticated and consumers shop
around for the best deal possible, moving between traditional partners
and online deals.
}} As online research and bookings are increasing, operators need to have
up-to-date websites and the ability to book online.
KEY DISTRIBUTION PARTNERS
Key Distribution Partners
Inbound Representative Company in Australia
Chan Brothers Travel Pte Ltd
Commonwealth Travel Service Corporation Ptd Ltd
Dynasty Travel International Pte Ltd
Farmosa Holiday Tour Pte Ltd
Holiday Tours & Travel
Scenic Travel Pte Ltd
Sino-America (SA) Tours Corporation Pte Ltd
Travix Travel Singapore Pte Ltd
UOB Travel Planners Pte Ltd
Business is highly competitive and travel agents
do not contract a single inbound operator, rather
request quotations for each tour and proceed the
booking with the inbound tour operator that provides
the cheapest quotation for that particular tour.
Active inbound companies in the region include
Encounter Australia, Experience Tours Australia,
Australian Tour Management, Holiday Pacific,
ADU Holidays.
Top Travel Websites
TripAdvisor.com.sg
Booking.com
Airbnb.com.sg
SingaporeAir.com
Agoda.com
Expedia.com.sg
AirAsia.com
Jetstar.com
Tigerair.com
SOCIAL MEDIA

Find our Facebook Page at SeeSouthAustralia. Regional specific pages can be accessed via the SeeSouthAustralia homepage.
Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) |
VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)
Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are
paid for before arrival in Australia.
Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care
has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the
purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility
on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a
result of your reliance on this information.
Produced by the South Australian Tourism Commission April 2017.
CONTACTS
Marketing
Kate Burgun,
Business Manager
International Marketing,
[email protected]
Distribution
[email protected]