Singapore uses hit musical as bait for Thai travellers
The Singapore Tourism Board (STB) is promoting inbound tourism through its "A Luxe Affair" festival during March and April.
Packages starting from Bt10,000 include air fare from Bangkok, airport transfers, accommodation and a ticket to the musical show "The Phantom of the Opera". STB's assistant manager for Thailand and Burma, Siriwan Kamonwichian, said the promotion would focus on the high-end market as the show tickets are expensive. The musical is fully booked through March. The response has been positive, with one travel agent already selling more than 20 packages. Theatre-goers can reserve "The Phantom of the Opera" tickets direct at www.sistic.com.sg. Siriwan said the package price might be adjusted, as current hotel rates may change as March draws closer. New rates will come into effect at the beginning of April. STB is planning to host events throughout the year, including the Mosaic Music Festival from March 9-18, "The Phantom of the Opera" from March 23 to April 29 at the Esplanade Opera House, the Fashion Fest from March 23 to April 1, and the World Gourmet Summit from April 9-28. "The Phantom of the Opera" is one of the most popular Broadway musicals of all time. Aside from the West End production, "The Phantom of the Opera" is currently playing in New York, Shanghai and Budapest, and a production is touring the United States. A movie version is due to be released soon. STB has announced its target for 2007 at 13.6 billion Singapore dollars (Bt298.3 billion) in tourism receipts, with 10.2 million visitor arrivals. The figure for 2007 reflects an increase of about 10 per cent and 5 per cent over the $12.4-billion revenue and 9.7 million arrivals achieved in 2006. STB plans to tap emerging markets showing strong potential, such as the Middle East and Russia. It will be expanding its global presence with the opening of an office in Moscow in the first half of this year. In 2006, the tourism sector generated an estimated $12.4 billion in revenue, setting a new record and posting double-digit growth of 14.5 per cent over 2005. Singapore also set a new high of 9.7 million arrivals last year, posting an increase of 9 per cent over 2005.
Suchat Sritama The Nation
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