In 2024, Singapore took action to not just recover but to grow its mainland Chinese tourism market. Singapore and China announced a mutual visa- free arrangement starting from February 2024. At the same time, Singapore has supported initiatives to make arrivals easier for Chinese visitors, and the development of new tourism products to meet the needs of today’s market. To spread the word about these developments, attract even more Chinese travelers, and support stakeholders, the Singapore Tourism Board also wanted to enhance its B2B engagement with the Chinese travel trade.
Dragon Trail helped the Singapore Tourism Board to organize four roadshow events throughout 2024: Hangzhou and Guangzhou in March, and Beijing and Wuhan in September. The events were attended by 437 Chinese travel agents, with a total of 3,842 one-on-one meetings conducted with around 70 Singaporean suppliers, including DMCs, tour operators, hotels and resorts, and attractions. The events were very well received by stakeholders, who found the meetings to be valuable opportunities to re-establish industry contacts and expand their networks with the Chinese travel trade.
Dragon Trail produced four large-scale travel trade events to help the Singapore Tourism Board and its stakeholders to reach and engage with Chinese travel agents. Each event featured extremely active business matchmaking sessions, alongside presentations from the Singapore Tourism Board, Sentosa Development Corporation, and Changi Airport. Attendees learned about new experiences, activities, and other tourism products to meet the needs of today’s Chinese traveler – who is looking for more than traditional group tours or short sightseeing trips, and seeking out more in-depth immersive experiences and authentic local life. The presentations also informed the Chinese travel trade about initiatives implemented to further optimize the travel experience of visitors to Singapore, such as Changi Airport’s new passport-free clearance on departure system.
Boosting the appeal and interactivity of the road show events, Dragon Trail created all of the design assets, including stage backdrops, posters, photo backgrounds and props, gift bags, invitations, and H5 digital mini-sites. In a creative initiative to incentivize more meetings, we designed event passports for all travel trade attendees, featuring Singapore Tourism Board branding. Travel agents collected stickers in their passports at each meeting, and only those with a minimum of eight passport stickers were able to enter the grand prize lucky draw.
"Dragon Trail demonstrated professionalism and speed as they coordinated the complex logistics for the roadshow, including the tight timelines, the programming, and the business matching. They accommodated our needs, while working well with the hundreds of tourism professionals who attended the event. Overall, the event was smoothly organized and we thank Dragon Trail for their unwavering support!"
- Chia Ghim Chuan
Area Director, Western China
Singapore Tourism Board
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