Islamic Tourism in Singapore: Trends & Prospects

T.C. CHANG National University of Singapore

Introduction: Niche Markets

• Focus on Islamic tourism is a very

recent phenomenon in Singapore

• Emphasis on niche-markets:

1970/80s: MICE travelers

1990s: honeymooners & cruise tourists

2000s: education & medical markets

2005 onwards: Islamic/Muslim visitors

Introduction: 3 Key Points

• Volume: How large is the Islamic tourism market?

• New practices: policies, activities, services catering to Islamic travelers?

• Landscape: Islamic/

Arab heritage site

for tourists

1. Volume of Islamic Tourist Market

• Singapore tourism statistics do not include

religion as an indicator

• Malaysia, Indonesia, Brunei, Middle-East

countries: 27% of 10 million tourists (2009)

1. Volume of Islamic Tourist Market

• Singapore tourism statistics do not include

religion as an indicator

• Malaysia, Indonesia, Brunei, Middle-East

countries: 27% of 10 million tourists (2009)

• Largest national groups (% ratio): 1. Indonesia (18%)

4. Malaysia (8%)

-- Brunei (0.6%)

-- U. Arab Emirates (0.5%)

2. Industry New Practices

• Six areas in tourism/leisure industry catering

to new Islamic niche market

2(i) Hotels • Increase in Halal-kitchens &

banqueting packages, prayer rooms & mats etc.

• 2010: mainstream hotels eg. Fairmont, Grand Mercure, Marina Mandarin hotels

2(ii) Tourist Attractions

• Wildlife Reserves Singapore‟s 3 attractions have installed prayer rooms

• “We receive about 4-5 requests each month from Muslim visitors to use the prayer rooms, and we believe it is important to meet the needs of our guests wherever possible.” (Isabel Cheng, Director of Sales, Wildlife Reserves)

2(iii) Shopping Malls

• Ion Orchard: concierge should be able to speak in Arabic & Bahasa-Indonesian; staff with working experience in Middle-East preferred

• Tourist expenditures (2009):

Indonesia: S$1.6 billion

Malaysia: S$513 million

2(iv) Hospitals

• Raffles Hospital: priority in

hiring staff with Arabic

fluency; Quran in all its rooms

2(v) Muslim Visitor Guide

• 2006: guide book listing Halal

restaurants; annual events of

interest to Muslims; select

shops & attractions

2(iv) Hospitals

• Raffles Hospital: priority in

hiring staff with Arabic

fluency; Quran in all its rooms

2(v) Muslim Visitor Guide

• 2006: guide book listing Halal

restaurants; annual events

of interest to Muslims; select

shops & attractions

2(vi) Travel Packages • STB-SIA Ramadan package for Middle-East

tourists

• Itinerary: return ticket to UAE during Ramadan period; free shuttle to Sultan Mosque; early morning breakfasts; visit to Malay Heritage Centre; sampling of local Malay food

2. Six Industry New Practices

• Hotels: Halal kitchens in mainstream

hotels

• Attractions: prayer rooms in leading

sites

• Shopping malls: staff with Middle-East

experience

• Hospitals: focused on Arab visitors

• Muslim Visitor Guide: specific aid for

Islamic market

• Travel packages: Ramadan packages

3. Place: Kampong Glam

• Kampong Glam (Arab Street): Singapore‟s Malay heritage district

• 19th Century: popular site for Hajj pilgrims from Southeast Asia

• Urban conservation in early 1990s led to displacement of residents & businesses

3. Place: Kampong Glam

• New businesses in Kampong Glam not always „Muslim/Malay‟-themed

• Eg. contemporary fashion boutiques, KTV lounges, offices, bars

• David Tantow (2010): study of Kampong Glam‟s loss of cultural identity

3. Place: Kampong Glam

• D. Tantow‟s (2010) survey of 200 tourists:

42% agreed KG is a “tourist attraction

rather than a place for Malays & Muslims”

3. Place: Kampong Glam

• Interview with Singaporean Malays:

Kampong Glam focuses on ‘exotic’ Arabic

theme rather than Singaporean Malay

culture (E. Cohen‟s „tourism front setting‟)

Conclusion: Potential For Growth

• Huge potential for growth of Islamic tourism

market , but need to exercise caution

• Potential : proximity to other Muslim

countries; high degree of security; high

quality shopping; amenities & packages

aimed at Arabic market

Conclusion: Potential For Growth

• Huge potential for growth of Islamic tourism

market , but need to exercise caution

• Caution: alignment of interests between

foreign Arab visitors & local Singaporeans

in most areas except for Kampong Glam

(focus on the „exotic‟ rather than „utilitarian‟)

Islamic Tourism in Singapore:

Trends & Prospects

T.C. CHANG

National University of Singapore