New association to make waves in Sentosa HarbourFront precinct

FOURTEEN businesses and stakeholders in the southern precinct of Sentosa and HarbourFront have come together to form a new association that will leverage the area’s tourism and leisure assets.

Called the Sentosa HarbourFront Business Association (SHBA), the body’s members include Sentosa Development Corporation (SDC), Resorts World Sentosa (RWS), Mapletreee Investments and Singapore Cruise Centre.

RWS chief executive Tan Hee Teck said: “With the establishment of SHBA, the precinct can now pitch for bigger MICE events, make a bigger impact in marketing, and get stronger government support for our programmes. I have no doubt that this will move the dial significantly in raising business opportunities.”

Launched by second minister for trade and industry S Iswaran in late December, the association has pledged S$3 million (US$2.4 million) to market the area through joint promotions, events and campaigns in the next three to five years.

Goh Chye Boon, the association’s chairman and executive vice president of resort operations, RWS said: “The Sentosa and HarbourFront precinct has seen many new developments in recent years, and it is timely for us to team up and further realise the potential of the area especially in the face of intensifying competition.”

The precinct’s total hotel inventory has more than 3,100 rooms while MICE facilities can accommodate over 22,000 delegates, including RWS’ 6,500-pax ballroom.

Said Iswaran: “Our Sentosa HarbourFront can be a very strong contender (for incentives) among other resort destinations in the region such as Bali, Phuket, Cebu and Hainan Island.”

T S Low, deputy CEO of SDC, said the area could be even more attractive than Bali given the range of activities available.

The association aims to increase the number of MICE visitors by 20 per cent, and visitorship and events by five per cent by 2016. Last year, Sentosa island welcomed more than 20 million visitors and VivoCity attracted 82 million shoppers.

For SHBA’S first signature event in April, the association plans to hold an Easter celebration with promotional activities held across all properties. SHBA will also be participating in AIME next February.

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