Prasenjit Chakraborty - Mumbai VFS Global has partnered with Bintan Resorts to boost its presence in the Indian market. Located less than an hour by ferry from Singapore, Bintan has the potential to become a sought-after destination for Indian travellers looking for a peaceful escape from overtourism.
Prasenjit Chakraborty/Indonesia
Incredible, Impressive, and Inconceivable are three words that aptly describe Bintan Resorts. Although situated in the Riau Archipelago of Indonesia, it is just a 55-minute ferry ride from Singapore. This proximity makes Singapore a favoured getaway for Indian travellers wishing to visit Bintan Resorts. To attract more tourists from the Indian market, VFS Global recently partnered with Bintan Resorts Indonesia. To enter Bintan, travellers need a multiple-entry visa for Singapore. Once they arrive in Bintan, they will receive a visa on arrival.
Bintan Resorts is a stunning destination with pristine beaches, turquoise waters, and lush landscapes. It features luxurious accommodations and a variety of activities, including water sports and cultural experiences. This blend of natural beauty, exclusivity, and convenience all set to make it a popular destination for Indian travellers in the months to come.
The Resorts offers a modern escape set within nature, combining serenity and calmness with a unique advantage- zero traffic. In contrast to the traffic congestion common in Indian cities, Bintan provides a hassle-free experience, allowing travel from one point to another in just 15-20 minutes. The island’s low or no traffic is due to its separation from Tanjung Pinang, the capital of the Riau Islands, where most locals live. Only those working on the island reside there, in designated areas, ensuring travellers never feel crowded. This aspect is especially appealing when choosing a destination in the post-COVID era. To be candid, the destination is perfect for those looking to escape the hustle and bustle of city life and reconnect with themselves. Its tranquil atmosphere is also ideal for bonding with family, friends, and colleagues.
In a competitive market where, other destinations are aggressively promoting their offerings, VFS Global and Bintan Resorts need a strategic and tailored approach to effectively promote Bintan Resorts. “The right approach is to build significant market awareness among our travel partners. Moving forward, we will ensure that travel agents and trade partners are well-informed about what Bintan has to offer Indian travellers,” says Rakesh Khetrapal, Head of Government and Corporate Relations at VFS (Singapore) Pte Ltd. He said that Bintan Resorts provides a completely different experience that one won’t find in Bali, Phuket, or Vietnam. The key difference? “Bintan offers a level of peace and tranquillity that other destinations simply can’t match. The places I mentioned are often crowded with tourists during peak seasons and are generally busy throughout the year. As a result, the attention and service one receives here will be completely different,’ Khetrapal explained.”
Initially, VFS Global will concentrate on the family and MICE segments in the Indian market. Khetrapal believes these are the best segments to start with. “It’s been observed that in any MICE meeting, about 20% of the team members are often missing from the meeting room as they visit relatives or friends. However, this won’t be an issue here in Bintan,” he noted. By combining Bintan with Singapore in their offerings, companies can allocate two nights each to both destinations. “This approach allows employees to enjoy activities like visiting Sentosa, Universal Studios, and night safaris in Singapore, while using Bintan for business purposes,” Khetrapal explained.
Does Bintan provide a cost advantage for companies organising MICE events compared to Singapore? According to Khetrapal, the answer is yes. He noted that the cost of a gala dinner in Bintan is 50% lower than in Singapore. Even Indian food is also available here. “Additionally, hotel rooms in Bintan are available at just 60% of the cost in Singapore. Therefore, it makes sense to host MICE events here,” Khetrapal explained.
Target Cities in India
It’s important to note that Bintan Resorts is being reintroduced to the Indian market. The Tourism Service Department of VFS Global will promote the destination across India, not just in metro cities. Singapore has direct connections with 16-17 cities in India, which will naturally be a priority. “In addition, we will work closely with our travel trade partners. Our strategy will include targeting tier III and IV cities through these partners,” explained GB Srithar, Head of Tourism Services at VFS Global. He also mentioned that, based on his 13 years of experience with the Indian market, he has observed a growing demand for outbound travel from secondary cities.
In 2023, 1.08 million Indians visited Singapore. Moving forward, VFS Global aims to significantly increase the number of tourists traveling to Bintan. The company is committed to achieving this goal by thoroughly exploring all opportunities. To make this vision a reality, it’s crucial to share relevant information with the travel trade. “In the coming years, we are optimistic about achieving a double-digit percentage of visitors to Singapore spending a few nights at Bintan Resorts as well,” Srithar stated emphatically.
Infrastructure
Abdul Wahab, COO, Bintan Resorts, outlined their immediate plans for the Indian market, which include opening offices in India and organising roadshows in key cities across the country. “We will soon invite Indian travel agents for a familiarization trip,” he announced.
Wahab noted that Bintan alone might not be an attractive destination for Indian tourists, so they have paired it with Singapore. “Bintan and Singapore are already recognised as a twin destination,” he explained. He also mentioned that their focus will be on both family vacations and the MICE segment. “We’ve already hosted several meetings for pharmaceutical companies from Ahmedabad and aim to continue this,” Wahab added.
Regarding infrastructure, Wahab stated that it is not an issue since Bintan Resorts is managed by a single company. Currently, the destination has 2,800 hotel rooms, with an additional 1,200 rooms expected by the end of the year. “This will bring the total to 4,000 rooms by next year, which is sufficient for Bintan Resorts to establish itself as an international destination,” Wahab pointed out.
Additionally, construction has begun on an international airport, which will be owned and managed by Bintan Resorts and Management. “The airport is set to become operational by 2026-2027,” Wahab revealed.
Despite its significant potential, why hasn’t Bintan been aggressively promoted in the Indian market? “The Bintan Resorts team has participated in STB’s tourism roadshows, but beyond that, not much has been done in the past. This is why we’re bringing VFS Global into the picture,” pointed out Khetrapal. VFS Global not only has extensive reach and expertise in India, but the tourism wing is now led by Srithar, a seasoned tourism professional who has spent over a decade promoting Singapore in India. “His experience will be invaluable in achieving our goals. This will be a natural extension for him to guide people to visit Bintan Resorts,” Khetrapal added.
Another significant development that could attract more tourists to Bintan Resorts is the issue of overtourism in Bali and other places. According to recent reports, Bali is considering implementing a two-year moratorium on new hotel and club constructions to tackle the escalating issue of overcrowding. This initiative aims to manage the growing number of tourists and safeguard the island’s natural beauty and cultural heritage, which are currently under pressure from increased tourism.
If everything goes as planned, Bintan Resorts is poised to become one of the most popular destinations for Indian tourists in Southeast Asia in the coming months.
