Although Sentosa continues to receive high international arrivals, the island grapples with the challenge of attracting visitorship beyond its centrepiece attraction, Resorts World Sentosa.
To draw visitors to other areas on the island, Sentosa Development Corporation (SDC) is reaching out to the trade by participating in international roadshows with Singapore Tourism Board, during which it rolls out special bundles for buyers.
It has also stepped up its digital efforts to reach out to international visitors. One effort is partnering with Ctrip to push attraction tickets, editorial content and special promotions to outbound Chinese, one of its biggest source markets.
SDC’s chief marketing officer, Lynette Ang, told TTG Asia: “For our key tourist markets, Sentosa has very high brand recognition… Most people know about Universal Studios Singapore because that’s a brand name, but they’re not sure what else there is (on Sentosa).”
She said that “fun experiences that you cannot get anywhere else in Singapore”, including Skyline Luge Sentosa and AJ Hackett Tower, can benefit from greater awareness among international markets.
Ang added that SDC is currently building a new mobile app, on which visitors can purchase attraction passes, plan their itineraries on the island and access maps and trail information. The app is set to launch in early 2018.
To complement these efforts, SDC has also recently formed an internal data analytics committee to look into problem statements – such as how to improve guest experiences – that can be addressed using data.
“Data is very critical. Our island partners have a lot of data, but we’ve not accessed it,” said Ang. She added that with the new focus on data, SDC can now offer its partners insights in exchange for transaction and survey data.