Singapore’s ‘heartland’ draws tourists in search of authenticity

30 Apr 2018 2140 | World Travel News

Travellers to Singapore are no longer content with visiting the iconic landmarks like Marina Bay Sands and Universal Studios, and agents are responding by drawing up tours that delve into the city’s heartland areas.

“We can bring (tourists) into the satellite towns, where they can learn new things about Singapore and engage in hands-on activities,” said Dominic Ong, managing director of Star Holiday Mart.

Visitors want to see a more local and authentic side to Singapore; pictured, tourists in Tiong Bahru neighbourhood

He added that interest in “the usual tourist sights” is starting to wane as tourists are looking for “more authentic and local experiences”.

Director of CSI Marketing China, Joseph Sze, also observed that travellers from China – which in 2017 ranked as the top visitor arrival market for Singapore – are beginning to explore heartland areas such as Toa Payoh, Ang Mo Kio and Tiong Bahru for local shops and hawker centres.

This trend brings a new challenge for agents, as this visitor segment often opts to go free and easy and bypass tour operators altogether.