Bintan Resorts is training its sights on Japanese and Chinese millennials in its development and marketing efforts, as arrival numbers from these two markets continue to rise.
For the period of January-April 2017, the destination saw year-on-year visitor increases of 10.8 per cent from Japan and four per cent from China, shared Bintan Resorts International’s manager of marketing communications, Iris Kok.
Photo credit: Bintan Resorts
To reach out to the younger demographic, the destination will churn out “marketing videos, creative advertising, social media and content development”, including collaborations with social media influencers, shared Kok.
She added: “Many of the Japanese and Chinese tourists are visiting Bintan as a twin destination from Singapore.”
Singapore also remains a key market for Bintan Resorts, which will continue to keep up its marketing efforts in the city-state with an increased focus on video and digital marketing. For January-April 2017, visitor arrivals from Singapore saw a year-on-year increase of 15.1 per cent.
On the tour operator side, demand for Singapore and Bintan as twin destinations is on the rise, reported Philip Gejon, senior sales and marcom manager of TACentre.com. Most of these are first-time visitors to Singapore who also want to experience a second city, he explained.
But there’s still potential to drive higher demand for Bintan, said Gejon. “For locals, it is definitely a mature route but for tourists, this city pairing can be improved further… I believe Bintan needs to step up in developing attractions and interesting activities to do if they want tourists to pour in.”
While the Philippines and Vietnam are key markets driving the city pairing trend, TAcentre.com will also introduce Bintan as a twin destination to Singapore in the China market, where it recently set up shop, said Gejon.
