Keeping the edge in S'pore tourism
THIS WEEK'S TOPIC: How can Singapore hold its own in the region as a travel destination and achieve 3-4 per cent annual growth in visitor arrivals?
THIS WEEK'S TOPIC: How can Singapore hold its own in the region as a travel destination and achieve 3-4 per cent annual growth in visitor arrivals?
Terry O'Connor
Group CEO
Courts Asia
Marketing and outreach initiatives should shed their formulaic and staid approach and showcase Singapore as a riveting personality, rather than a multi-attraction destination. We have to cut through the disparate views people across the globe have about Singapore, and show them that underneath the contemporary infrastructure lies a quirky personality that thrives on progress and treasures the past. Hardly anywhere in the world will you find looming glass skyscrapers next to quaint beautiful Peranakan shophouses, blocks of flats overlooking lush forests and lakes, and the spice of Little India separated from the urban modernity of Orchard Road by a short bus ride. Be bold enough to bring out the unorthodox combination of Singapore as a gleaming metropolis juxtaposed against nostalgic nuances that Singaporeans hold close to their hearts, and be brave enough to share this with the world.
Dhirendra Shantilal
Board Director & Head of Asia Pacific
Fircroft
AT the end of the day raw arrivals are just one factor. Beyond 3-4 per cent annual growth in visitor numbers, what's key is how much time these visitors are in the country for and how much they are spending. In the near future, low oil prices and falling airline ticket costs will drive visitor numbers, but as a destination we must give tourists reasons to linger, and spend more. We need to continue creating a diverse range of attractions, like the F1 city race and the Orchard Road experience - two examples that are both global and yet local by offering unparalleled quality peppered with the Singapore flavour. We need to make this country an aspirational destination with activities people want to make as part of their narratives like catching a show on Broadway, riding a gondola in Venice. We need to define what is truly unique about the Singapore experience and embed this firmly in the world's popular imagination.
Robert McIntosh
Executive Director
CBRE Hotels, Asia Pacific
IN terms of tourism Singapore has some of the best infrastructure and one of the pre-eminent marketing organisations in the world. However its maturity as a destination and strengthened Singapore dollar present challenges. The reported weaknesses are the service levels and, with some notable exceptions, the physical quality of the hotel offerings. Owners and operators should look seriously at ensuring that their hotels present really well. This includes refurbishment and upgrading as well as raising the service levels through innovative service staff training. Singapore has the highest average room rates in Asia, guests expect real value for money and the high occupancy levels have led some owners to delay the modernisation of their properties or to fail to plan for the future. In order to maintain Singapore's lead it is vital that hotels exceed guest expectations so as to encourage repeat visits and to increase the length of stay.
Bernold Schroeder
CEO
Pan Pacific Hotels Group
BUILDING on strong foundations, Singapore can explore diversifying its tourism offerings in four areas.
Off-the-beaten track attractions like MacRitchie Reservoir Park, Kranji countryside and Sungei Buloh Wetland Reserve are great avenues by which to promote eco-tourism. On the sporting front, our hosting of events like the Singapore F1, WTA and now Rugby Sevens must continue to deliver a great spectator experience. Referencing prestigious marathons in cities like Boston and London, we can consider marketing Singapore-branded sports events to attract global participation. Multi-culturalism is another strength and local experiences can be more actively promoted through walking tours and food excursions in the heartlands. Complementing existing museums, the soon-to-open National Gallery will also give Singapore an early mover's advantage to develop into a premier regional arts hub.
With high quality standards that all industry players must uphold as the glue binding everything together, Singapore will continuously be positioned as a world-class, multi-faceted travel destination.
Elim Chew
Founder & Managing Director
77th Street
LOOKING at the big picture, Singapore is a rather expensive city to visit. So in order to pare down the costs to tourists, we should market ourselves not as a single destination but as part of a regional tour that also includes visits to Malaysia, Indonesia or Thailand. This will spread the costs. Furthermore, tourists will get to see our city as well as the picturesque neighbouring outback.
For business travellers, as long as Singapore can remain a regional business hub, these visitors will come. But we should lure these visitors to stay a little longer instead of just coming in for a meeting in the day and flying home in the night. Thus we need to have more affordable hotels, conference centres and vibrant dining and entertainment choices.
Shopping in Singapore for tourists has lost its shine because we are more expensive and the strong Singapore dollar doesn't help. Other ideas must emerge to replace the ''shop in Singapore'' marketing.
One way is to attract more foreign students to study here. This will mean that they will stay long-term and spend more than short-term visitors. We must shy away from xenophobia to attract these students.
Lim Soon Hock
Managing Director
PLAN-B ICAG Pte Ltd
FOR a small island, Singapore has more than enough tourist attractions. What we need to do is to continually refresh these attractions and maintain them at a very high standard of quality. More can also be done to promote our heartlands. Every HDB estate is a unique place of interest for the tourists to see how we live, work and play together. Our heartlands offer many opportunities for the tourists to savour our food courts, malls, parks and places of worship. Promotions to attract more tourists are not sustainable. Singapore can take a lesson from Japan. Many Singaporeans like to go to Japan for holidays, not just for the food, shopping, rich culture and history, but also to relish the impeccable customer service. Singapore should invest more in outstanding customer service at every touch point, especially in the hospitality, F&B and retail industries, and public transport, if we are to woo more tourists. It is all about giving the visitor a pleasant experience. Unfortunately, customer service has deteriorated, as a result of labour shortage in these industries.
Laletha Nithiyanandan
Managing Director
Talent Design Potential
SINGAPORE'S success as a tourist destination in Asia lies in being able to focus on attracting the larger middle-income tourist group versus mainly targeting the elite jet-setters who are spoilt for choice. Drawing tourists to the heartlands and showing them how we co-exist in harmony with temples, mosques and churches in close proximity will also help boost business for the small businesses in these locations. Singapore in many ways is the window to Asia - why not organise events that put Asia on the map, maybe an all-Asia entrepreneur showcase, or a sports event originating in Singapore into Asia, or bringing an international film festival like Sundance to Singapore to feature Asian artistes? It's not about producing newer or more gleaming attractions; I think the challenge lies in facilitating an affordable ecosystem that is self-generating and sustainable for all who benefit from it, without over-engineering it.
Victor Wong
Area and Development Director for APAC
Small Luxury Hotels of the World (SLH)
THE world, not just Singapore alone, is facing a highly competitive landscape amidst global uncertainty and the myriad of choices tourists now have, and I believe the partnership between Singapore's two largest tourism bodies will be a good way to pool marketing resources and ensure Singapore remains on top of mind awareness for visitors. Singapore is still a major tourism hub and continues to appeal to markets such as India, China and Indonesia. Our SLH member hotels in Singapore are still getting healthy booking numbers. There are actually lots of exciting activities in Singapore for visitors to indulge in - be it in the city with the monthly Pedestrian Night on Orchard Road, or in the heartlands where we have year-long SG50 celebrations. Such activities inject vibrancy to the individual precincts, and offer an authentic, local experience which visitors cannot get elsewhere. As long as we do not rest on our laurels and continue to launch unique tourism offerings, I am confident that Singapore will remain attractive to tourists seeking varied experiences.
Katherine Cole
Regional Director
WHILE Singapore has long established herself as a regional stopover hub for travellers, she must continue to reinvent herself to hold her own as a tourism magnet. One key way is to focus on generating renewed interest in the city-state as a choice destination, especially for top inbound visitor markets like China. Based on Hotels.com's Chinese International Travel Monitor, mainland travellers spent most of their money on shopping while abroad. As the China outbound travel market continues to open up, it is critical for Singapore to harness this significant growth segment by reinforcing her position as a regional shopping hub - via the Great Singapore Sale and entertainment options like the integrated resorts. Additionally, with sports tourism on the rise, Singapore can also get in the game by hosting and increasing collaborations with major sporting events, such as the upcoming 2015 SEA Games and World Rugby Sevens Series.
Furthermore, despite the appreciating Sing dollar, hotel prices in Singapore registered a 9 per cent drop in 2014, according to Hotels.com's Hotel Price Index. This signifies increased affordability of travel to Singapore, which local hotels can leverage by showcasing opportunities for inbound travellers to enjoy luxury for less with lower room rates.
Paul Lim
Chief Executive Officer
Soverus Group Private Limited
AS a small little red dot nestled amongst the giants of Asia, Singapore has already achieved remarkable success in attracting a disproportionate number of tourists over the years who are attracted by our tropical weather, plethora of attractions and activities, and clinical state of safety and security. Some overseas friends tell me that Singapore has the old charm of a small country yet the diversity of a metropolitan city.
To grow our tourism even further, we should identify countries which have the lowest percentage of ''travel-class'' people who have visited us over the last few years. ''Travel-class'' refers to citizens of a country who are financially able to travel to Asia, but for some reason choose not to come to Singapore, and this may differ according to GDP per capital, distance from Singapore and citizen demographics. Well designed publicity campaigns in these countries can raise awareness of what Singapore has to offer to attract these new tourists. And if we continue to do all the things that we have been doing right all these years, we should have a very good chance of meeting our tourism growth target.
Todd Arthur
Managing Director
HRS
THE strategic partnership between the Singapore Tourism Board and Changi Airport Group aims to build stronger emotional ties with travellers. The showcasing of memorable local cultures and flavours at Changi Airport, and the relevant packages curated by travel agents and airlines, would generate desires for the Singapore Experience, while the marketing campaigns will attract visitors from key markets including Australia, Indonesia, China and India. As today's travellers are increasingly discerning, this partnership will differentiate Singapore as a compelling destination.
In addition, despite the challenging market environment, Singapore has maintained its lead position as Asia's top convention city for the 10th consecutive year. STB also develops flagship events to reinforce Singapore's attractiveness as a leading MICE city. As the global leading hotel solutions provider, HRS would continue to provide customised solutions for corporates to enhance their hotel programmes. With a goal of cost-saving and traveller satisfaction, we hope to further promote Singapore as a preferred business destination in the Asia-Pacific Region.
Benjamin Tan
Regional General Manager Asia
Qantas
AIRLINES play an instrumental role in driving tourism and helping to promote destinations. Singapore is a key market for Qantas, and our commitment to the market has never been stronger. Just over two years ago Qantas made changes to our international network which allowed us to focus on Singapore as a destination in its own right, and as a hub for Asia, rather than for onward flights to Europe. We have since been able to provide better frequency and timings, and through close partnerships with Changi Airport, STB and travel agents, we have been able to offer more for our customers with a 40 per cent increase in seats to Singapore on Qantas flights. Singapore holds strong appeal for Qantas customers and the demand has been such that we chose our flights to Singapore to be the first to be operated by our upgraded A330 aircraft in January.
Chris Comer
CEO and Property Developer
Castlewood Group
DESPITE the drop in arrivals, tourism spend last year held steady at S$23.6 billion, proving that Singapore remains resilient in attracting high-yield visitors. That said, to remain competitive, Singapore must continue to deliver world-class experiences to secure the required annual growth.
Singapore will be poised to capitalise on the expected growth of intra-Asia travel, with the government launching a S$20 million worldwide marketing campaign in May to attract tourists from Japan, China, India and other key markets.
With Singapore being listed as the top travel destination for 2015 by Lonely Planet - due to our golden jubilee in August - I see no issue with us delivering the expected growth this year.
I believe the challenge lies in the years ahead, and in order for us to continue to compete with the rest of the region we must capitalise on the launch of the Sports Hub.
Although we have already have significant tent pole events in place, such as the WTA Finals and the F1, we must diversify in order to enhance our reach. A great example of this is the recent announcement that the Rugby Sevens will be coming to Singapore next year. By lining up world-class sporting events, we will not only lay claim to a bigger slice of the annual US$145 billion global sports pie but will continue to attract international arrivals and secure ourselves as a desired travel destination.
Ravi Pochiraju
Senior Vice-President and Head of Asia Pacific
First Data Asia Pte Ltd
ON top of injecting fresh ideas into Singapore's tourism industry, it's equally important to get our house in order and ensure the service infrastructure supports the entire sector. We need to be continually improving our payments services and technology to contribute to a seamless and efficient travel experience for all visitors.
The government has taken a step in the right direction by offering more funding support - particularly for merchants looking to leverage on technologies to improve back-end systems and drive business capabilities. This is ideal for local merchants such as hotels, retailers and tourist sites looking to play their part along the tourism supply chain.
For example, more businesses are now employing Dynamic Currency Conversion (DCC) services in their payment systems to allow international travellers to pay for goods and services in their preferred currency. Travellers can instantly make an informed decision about their purchases and feel comfortable and confident in the prices they're paying. Merchants who can provide this service are in a position to win more business, which in turn develops a payments landscape that raises the service experience for travellers.
Robin C Lee
Group COO
Bok Seng Group
CASINOS? Shopping? Food? Not for long. Many regional countries seem to be faring better if not fast catching up as they sensed the attractiveness and the lucrativeness of such offerings to tourists. We are also handicapped by our much higher costs and poor service caused by exorbitant rentals and shortage of service staff. What is left as uniquely Singapore is perhaps our zoos, Marina Bay and Sentosa which we would need to continue to innovate even further to maintain them as world-class attractions. While Singapore is not blessed with natural features such as mountains and rivers, we have done well by creating artificial wonders. The term ''artificial'' does not hold in it any negative sense as long as we can create attractions that can appeal to tourists. Being ''man-made'' should not matter at all, and may in fact give us more control over how we present and intermittently modify these structures to enhance their appeal.
Just look at our zoo which has gone through several major transformations to become the best ''man-made safari'', by brilliantly incorporating the natural surroundings in the Mandai area. To achieve the desired annual growth in visitor arrivals, we must continuously create new ideas and persistently improve existing ones with clear and sustainable marketing campaigns.
Aaron Hung
Director of Partnerships, APAC
TripAdvisor
ACCORDING to research from Phocuswright, Asia-Pacific is the world's largest and fastest-growing travel market. As an aviation hub, Singapore is strategically located and well-positioned to benefit from this regional opportunity. The growth of low-cost carriers will also continue to attract more travellers from around the region, especially the growing markets of China, India and Indonesia.
Having a clear understanding of consumer preferences from these key markets, technology trends and developing quality, differentiated and authentic experiences for visitors would be crucial for the next stage of growth for Singapore's tourism sector. The introduction of the integrated resorts and the Singapore Grand Prix has proven successful in developing the Singapore tourism brand, but the time has come for a new and innovative concept which will help to further differentiate Singapore from its competitors.
Destinations such as Siem Reap and Bangkok have consistently outperformed Singapore in the annual TripAdvisor Travellers' Choice awards for Destinations as these places are known internationally for their historical landmarks, rich cultural heritage, and most of all, their service levels and hospitality. To compete, Singapore will have to focus on improving the quality of its service. Only with a service quality that matches the best in the world will visitors return.
The good news is Singapore already has many established world-class attractions, such as the Singapore Zoo, Singapore Botanic Gardens and Resorts World Sentosa, all of which were named number one in Asia and ranked amongst the top in the world in their respective categories in the TripAdvisor Travellers' Choice awards for Attractions.
If Singapore can continue to provide quality, differentiated and authentic experiences, yet maintain its appeal to the value-conscious traveller, it will be able to hold its own as a global destination and continue to attract more visitors.
Joshua Yim
CEO
Achieve Group
SINGAPORE has excellent infrastructure and, with its political and social stability, is a good place for business. It would be great to balance this by adding more vibrancy, colour and diversity to its cultural tapestry. Apart from developing more world-class tourist attractions, of which we already have many, we could consider augmenting our national events calendar with more exciting and colourful festivals. For example, we could take a cue from Rio de Janeiro and Venice, and create our own equivalents of the world-famous annual Rio Carnival and Carnival of Venice masquerade ball. And if Singapore could even stage a Mardi Gras festival, that would show the world that we truly are a city of diversity. To honour the late Mr Lee Kuan Yew, we could also consider creating an event that pays tribute to the legacy that he has left us - our harmonious multi-racial society that is rare even in today's world. It's something of a miracle and what makes Singapore so unique. We should build upon this heritage and create a carnival that celebrates this unique quality of Singapore's, perhaps in the style and vein of the Chingay festival but showcasing the multi-racial flavour of Singapore.
Angel Gallego
President
Amadeus Asia Pacific
TO secure its place as a leading travel destination, Singapore needs to focus on its strengths. These could include: cementing its position as a regional sports hub; leveraging its world-class infrastructure to promote itself as a MICE destination; making the most of Changi Airport as a global hub; and positioning itself as a luxury-shopping destination. To get the most from these sectors, Singapore needs to target travellers from relevant origin markets and continue to explore new partnerships. We have seen recent alliances established by Singapore Airlines and other carriers to encourage more traffic through Changi and entice transit travellers to explore Singapore. By collaborating with the right industry partners Singapore can leverage technology, data and insights to understand traveller tribes and target those that match what Singapore truly has to offer - particularly through professional travel and social channels. Personalising the right experiences to the right people will mean that travellers will come back again and again.
Gerald Foo
President
Walton International Group (S) Pte Ltd
SINGAPORE'S strategic location with easy connectivity to the world is an asset. Our impressive Changi Airport has received accolades from foreigners visiting and those transiting through Singapore. But many airports are emulating Changi so we need to stay ahead of the pack. Hence, the building of Terminal 4 and Jewel Changi Airport. At the local level, Singapore needs to create more attractions with a ''Wow'' factor that will entice more visitors to come. We have done it with Night Safari and Singapore F1. Now, we need to create more such iconic attractions or events. It is a challenge to conjure new ones from scratch considering our country's limitations in terms of size and natural environment. However, we can expand on our current activities. For example, our annual Chingay parade is Singapore's grandest street procession with participation from many foreign countries. The scale and grandeur of Chingay can be further magnified and interaction with spectators should be encouraged by getting them to join in the fun with music and dancing. This will add to the overall jubilant celebration. Dare we dream and aspire to make it as popular as the Rio Carnival. Currently, we have the biennial Singapore Garden Festival. Started in 2006, it attracted 200,000 visitors, mostly locals. To pull in more overseas visitors, throw in a float parade of floral and garden displays. Once again, let's aspire to make it an annual event and do it like the famous Rose Parade in Pasadena, California, now in its 126th year. Food, culture and scenic sights can pull in visitors to any country. To make them come in droves, Singapore needs to supplement visitorship with more mega attractions and events.
Jeffrey Lim
General Manager Singapore
Etihad Airways
SINGAPORE is already a very popular destination among travellers from the United Arab Emirates. In fact, according to a recent study, Singapore is the number one non-Muslim destination among Muslim travellers.
There are no doubt many reasons for this but the key to Singapore's appeal seems to be three factors: its safety and security; the diverse range of the visitor experiences it offers; and the way in which the visitor experience is delivered, very much attuned to the needs of travellers from different cultures and backgrounds. Supporting this growth is the easy access between the UAE and Singapore with the number of airline seats increasing annually. Etihad Airways alone will increase the number of seats it offers to Singapore from June 1 connecting Singapore to valuable visitor markets in the Gulf and Europe.
Christophe Duchatellier
CEO
Adecco Asia
BETWEEN 2010 and 2030, the region's visitor arrivals are expected to grow twice as quickly as those in advanced economies. Tourism and travel being a key economic driver for many Asian countries, competition with the Asian neighbours will be fiercer. To drive Singapore's tourism growth, we must differentiate ourselves by driving up the expectations. Visitors need to be entertained by the variety of the quality offerings of our multi-ethnic cultures: unique culinary experiences, world-class festivals, sensational exhibitions.
We need to offer more diverse and affordable travel packages to enhance appeal to different demographics. It is important to raise capabilities in content creation and manpower development, in order to enhance visitor experience and generate quality growth.
This can be done by creating strategic partnerships with Singapore's best industries and ''brand'' ambassadors such as SIA, Changi Airport, Marina Bay Sands, Universal Studio as well as its hospitals. Indeed the healthcare system is ranked first in Asia and fourth in the world.
Singapore has become one of the most popular destinations for medical services in the world with one of the best public-private healthcare system, world-class facilities, and a large pool of skilled labour and favourable business environment.
Singapore has plenty to offer to tourists hungry for modern architecture, culinary diversity, high standard exhibitions, unique sports experience . . . With Singapore's international appeal, strategic location and access to key Asian markets, Singapore is well-positioned to serve as a tourism hub.
David Leong
Managing Director
PeopleWorldwide Consulting Pte Ltd.
Jewel Changi Airport will redefine our whole airport infrastructure and experience. It is an innovative and out-of-the-box experiment to create an indoor garden oasis with a plethora of shops and dining concepts. Transiting in Changi will become compelling. STB's collaboration with Changi is symbiotic. To draw tourists and to make them stay longer, we need a sustainable strategy. We need continuous events, exhibitions and conventions on a range of subjects, from business to technology, fashion, sports, culture and arts. F1 is clearly one event that draws loyal crowds to Singapore. Singapore must be experimental in organising such events - make it Asian events by Asians. An example is the water festival celebrated widely by people from Thailand, Myanmar, Laos, Cambodia and China. Singapore can celebrate water festival in our own Singapore style.
Sam Yap
Group Executive Chairman and Co-Founder
Htwo Education Holdings Pte Ltd
I applaud the Singapore Tourism Board's S$20 million campaign to boost tourism in Singapore. In my view, Singapore, being a small country, must have a slew of attractions and activities to give tourists memorable and unforgettable experiences. Our mainstay attractions like Marina Bay Sands and Resorts World Sentosa and events like the F1 Night Race have done well in bringing tourists to our small island. We must always be creative and reinvent our efforts to sustain visitor numbers.
We should build up on sports tourism where we host big sports events which will bring people from all over the world to our country. Tap the new Sports Hub to its full potential. We can also tie up the sports events with mega concerts by superstars to make such events even more attractive and appealing to fans and others.
In the area of culture development, perhaps there could be dedicated tourist packages and learning journeys around our cultural diversity which could include home-stay experiences with different racial groups to learn about their culture, and tie up with interesting culinary classes which tourists can take part in. STB may want to work with some of the voluntary groups to encourage our youth to come up with ideas on this that can be developed into sustainable projects.
Medical tourism is another area that can be developed further. With our excellent healthcare infrastructure , programmes can be developed to encourage foreigners to come to Singapore for medical services including dentistry and optometrist services.
We can also network with established operators in the neighbouring region (eg islands in Malaysia and Indonesia or even parts of Sarawak and Sabah) to offer ''twin'' tourist experiences of city sights and eco-tourism for a fuller and more memorable experience for tourists. It will be a win-win outcome for us and our partner.
Let us support STB's efforts in bringing more tourists to Singapore.
Annie Yap
Managing Director
AYP Associates Pte Ltd
Although there has been a decline in visitor arrivals of late, we can look forward to a recovery again with the many initiatives that are coming up. In addition to the announcement by the Singapore Tourism Board for a new S$20 million campaign, there is a flurry of activities lined up for the year. We can look forward to world class rugby and tennis matches at the Sport Hub. These will attract sports fans from around the region, boosting our tourism numbers. In addition, our new National Gallery will be opening soon, along with the Pinacothèque de Paris, the largest private art museum in Paris which will have its first venue outside of Europe right here in Singapore. Thus, Singapore can hold our own in the region by positioning ourselves as a collector of art pieces from the region, providing a destination for those with strong interests in the arts and culture.
Kim Douglas
Vice-President and Managing Director
SapientNitro
As a member of Ministry of Communication and Information's (MCI) Infocomm Masterplan steering committee, as well as a Managing Director at SapientNitro, a pioneering marketing agency, I am an advocate of using boundary-breaking technology and innovation to disrupt the status quo. Singapore is already on the right track with its aim to become a Smart Nation with the implementation of the Intelligent Nation (iN2015) Masterplan. Currently, the focus is set on using innovation in technology to propel the country into even greater prosperity, and it's innovation in technology that will be key to growing tourism in Singapore as well.
Technology has dramatically transformed the global travel industry, as has new consumption behaviours - from how people plan for trips, to the way businesses deliver travel experiences for the consumer ''on'' and ''offline''. Expectations of travellers are continually rising as they expect increased personalisation, enriched travel planning capabilities and relevant offers online and on their mobile devices before they even set foot in a new country. Once in a new country travellers want convenience to be able to immerse themselves fully in a new culture and enjoy authentic experiences. New technology to help take the fuss out of paying for items whilst abroad, notifying them of events and happenings around town, make bookings and collect digital receipts to make the expense reporting experience for corporate travellers easier and faster are all being developed. The challenge then is for travel companies in Singapore to build a technological architecture to accommodate these growing expectations. Destinations then that can use technology to envelop the globally connected consumer with rich, timely, personalised and rewarding experiences - before, during and after a trip - will win the hearts and time of travellers.
Singapore with its international appeal, strategic location and access to key Asian markets, is the perfect place to innovate in this sector. A government fund (Tourism Technology Fund) in Singapore has only recently been created to encourage businesses to adapt and adopt their approach to innovation in technology within the tourism sector, which is just the start. Get innovation in technology right and it will certainly be a very powerful pull to draw in those visitors.
