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Wednesday, 10 April, 2019, 17 : 00 PM [IST]

Continue exploring innovative ways of engaging Indian working millennials: G B Srithar, Regional Director, SAMEA, STB

GB Srithar, Regional Director – SAMEA, Singapore Tourism Board (STB), said that the objective behind the slew of partnerships that they are forging with various niche groups and organisations is part of the “innovative activations ” to keep the engagement going with working millennials in India. He was speaking to TravelBiz Monitor on the sidelines of the launch of a new partnership with Tripoto, an online travel community, for a seven-episode web-series in Delhi.

The web-series, ‘Trails 2 Passion – Singapore Redefined’, will showcase the experiential exploration of Singapore by Naveen Kasturia and Veer Rajwant Singh, well known faces on internet web series platforms. This is the first time the STB is partnering with an online travel exchange platform for a web-series highlighting the varied facets of Destination Singapore. 

“Tripoto is a platform where people exchange experiences, and recommends what to do and what not to do in a destination. We feel that there are synergies with the segment we are also targeting - the working millennial travellers who are seeking immersive holidays and digitally savvy. We felt that it is a unique opportunity to serve travel experience possibilities in Singapore to them. Moreover, it is aligned to our brand campaign, Passion Made Possible,” said Srithar.
Under Passion Made Possible, the STB has identified seven passion types like Foodies, Explorer, Collectors, Culture Shapers, Action Seekers, Socialisers and Progressors for whom Singapore can be a haven to reflect upon and relish.  “We want people to visit Singapore and live up their  holiday passions,” Srithar said. 

Divulging the highlights of the recent ‘Meet India’s Passionistas’ survey STB had conducted in 14 Indian cities, Srithar said that more than half of the Indian travellers have a “secret passion” and “one in five” of them invest at least an hour in a day and money to celebrate that passion. “The Passionistas report provides  data on Indian consumers - how they follow their secret passions and devote time and budgets to pursue their passion points.”

Srithar also mentioned various other partnerships in recent times like with Thomas Cook for Hindi family comedy serial Taarak MehtaKa Ooltah Chashmah (TMKOC), with Music maestro Ilayaraja, etc. aimed at “connecting and communicating” with different sets of audiences in languages they are comfortable with. “We are looking at innovative and effective ways of engaging Indian audiences,” he added.  

Srithar opined that the Indian outbound travel will continue growing steadily and  Singapore will have a fair share of the growth momentum. Singapore received 1.44 million Indian tourists last year, which was a growth of 13% over the previous year.  India is the third top source market for Singapore after China and Indonesia, he said. “We are cautiously optimistic of tourism growth from India in 2019” he said.  The current aviation situation, with flights to Singapore being affected, will impact current travel numbers, he admitted.  However, he expressed the confidence that Indian travellers will “find a way out” to travel to Singapore and enjoy their holidays in the city.

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