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Bumper year for tourist arrivals to 2013 Singapore SingTel Grand Prix

September 19, 2013 Statistics & Trends No Comments Email Email

Amadeus, a leading technology partner for the global travel industry, and Forward Data SL, a market research and consulting company, today unveiled travel trends, based on global travel agency air reservations, that highlight the growing impact of the Singapore F1 night race on inbound travel to the city.

Bookings for the F1 period, made until 1 September 2013, show a 12.6% spike in overall bookings over the previous year. Compared to 2012, which saw arrivals shrink by 1.9% from 2011, the sharp growth in bookings for this year’s event reaffirms the Singapore government’s decision to extend the country’s F1 contract to boost tourism to the Asian city state.

The data shows that a surge in last minute bookings can be expected. Looking at booking data three weeks before the first race, 30% of the final 2012 F1 arrival figures had not even been booked yet.

Top trends identified:

  • Public holidays in Asia Pacific drive tourists to Singapore; Hong Kong and Seoul take first and third spots on the podium for top source cities

With the 2013 night race coinciding with the Mid-Autumn Festival public holidays in Hong Kong and Korea, tourists from these countries are flocking to Singapore for the long weekend. Hong Kong, which showed a 37% increase in bookings over 2012, takes over pole position from London as the top source city for F1 arrivals this year, accounting for 8% of total bookings. London holds on to second place with 7% of total bookings, while Seoul makes a grand entry into the top three with 6% of total bookings – a staggering 241% increase over the previous year.

  • Australians take the top spot as Singapore F1’s biggest fans

Despite Hong Kong, London and Seoul taking the top spots as key source cities, the data shows that the biggest F1 Singapore fans are in fact, Australians, who account for 17% of total bookings this year. With Australia overtaking the UK as the primary source country, the latter moves down to second place with 8% of total bookings. Rounding up the top three source countries is Indonesia, with 6% of total bookings.

  • The long F1 weekend gets longer, with more race goers arriving earlier in the week

While Thursday 19th September and Friday 20th September show peak arrivals, the data shows the biggest growth (29%) in arrivals on Wednesday 18th September, three days before the first qualifying race. This suggests that the F1 weekend is starting earlier than before, with tourists looking to enjoy more of Singapore beyond the iconic night race.

Angel Gallego, President Amadeus Asia Pacific said, “The sharp growth in the number of visitors flocking to Singapore for the F1 race underscores the significance of the event for the city’s tourism industry. Travel providers will do well to take note of changing traveller behaviours, such as the increasing propensity for travellers to book last minute, to fully leverage the opportunities present.”

Olivier Jager, CEO of Forward Data added, “Market intelligence can help travel companies better understand travel patterns around major events, and help them to capitalise on the opportunity such an event offers. The data used in this analysis represents actual bookings made, so travel providers can base their business decisions upon it with confidence.”

The forecast provided by ForwardKeys.com, a business intelligence tool launched by Forward Data in partnership with Amadeus, is based on actual air booking data available as of 1 September 2013.

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