H ow does a US meeting delegate tick And what does a German trade show visitor expect in Singapore If you know your customers you can better meet their needs and align your marketing activities correspondingly This is true all over the world and of course for the MICE players in the Lion City Two Market In sights Reports by the Singapore Tourism Board are dedicated to the USA and Ger many Apart from some traditional clichés they also offer many deeper insights The United States for example The majority of US outbound business travellers and MICE attendees are repeat visitors They typically stay in Singapore for four to five days and their trip mostly includes other Asian desti nations as well Accommodation accounts for over 60 per cent of their expenditure food for 20 per cent and shopping for eleven per cent 2014 Three quarters of all US business and leisure travellers do not seek information in Singapore during their stay The others ask friends family members hotel staff or local colleagues for recommendations This is def initely an interesting aspect for the marketing strategies of local shops and restaurants There is also a fascinating view of the image Singapore has in the United States US busi ness travellers and MICE attendees rarely rate Singapore as their preferred Asian destina tion They consider the city state expensive modern and westernised While they per ceive it as a shopping mecca the brands sold there are also readily available at home in the USA This makes shopping for them less attractive The mega city near the Equator with a population of five million is perceived as similar to other major world cities De spite this however attractions such as Gar dens by the Bay and experiences such as the Formula 1 night race appeal to US business visitors since they showcase Singapore as a pioneering and inspiring city In many ways German MICE and busi ness travellers hardly differ from the Ameri cans They spend a larger amount on accom modation and less on food and shopping in relative terms As is to be expected the Ger mans are impressed by the high level of se curity hygiene and efficiency in Singapore The three most popular attractions for Ger mans are Chinatown Little India and Raffles Hotel This is where recommendations of the Singapore Tourism Board come in to keep German tourists in Singapore for longer be they on business or leisure trips The Ger mans are always looking for destinations that differ from their home country and offer a unique experi ence According to the recom mendation it is necessary for Singapore to be perceived as not just another city Cultural precincts should be marketed to highlight experiences beyond the popular Chinatown and Lit tle India Districts such as Joo Chiat and Kampong Glam are recommended The Peranakan Museum could also serve as a hidden gem that makes Singa pore different from other major Asian cities www yoursinga pore com PB 46 TradeFairs Internation al 2 2017 INTERNATIONAL SINGAPORE The lives of others The Singapore Tourism Board has compiled Market Insights reports on visitors from the target markets They make an inter esting read for tourism and MICE professionals Geschäftsreisende aus den USA und MICE Besucher nehmen Singapur als moderne und ziem lich westliche Metropole wahr US business travellers and MICE visitors perceive Singapore as a modern and rather westernised city Ph ot o T FI

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