TOURIST INDUSTRY (Request for Statement on development)

Mr John Ede asked the Minister for Commerce and Industry whether he will make a statement on the plans formulated by the Director of Tourism to develop Singapore's tourist industry; and whether he will outline how it is intended to spend the sum of $300,000 voted by this House for this purpose in the 1958 Estimates.

Mr J. M. Jumabhoy: Sir, the Director of Tourism has completed a survey of the Colony's present tourist facilities and has formulated a plan for the continuing development of tourism over an extended period.

Appropriate markets have been selected as initial targets for overseas advertising and a tourist promotion campaign is scheduled to commence in September in Australia, New Zealand and the United States.

Four descriptive folders will be printed for overseas distribution, primarily for backing up direct inquiries resulting from the above advertising, and for distribution to travel agents, airlines and shipping companies.

A series of posters is being designed for distribution to travel organisations for display purposes.

A comprehensive mailing list is being prepared to cover four thousand travel agents, shipping and airline companies, travel editors, and others actively engaged in the tourist industry overseas. A monthly News Letter has been started and copies of all issues and other productions will be sent to these outlets.

A copy of the Director's report is available to all interested parties and this report outlines in complete detail the plan evolved.

Since the details of the planned expenditure of $300,000 voted for tourist promotion in 1958 would involve reference to detailed figures, I propose to circulate this information in the Official Report. Broadly speaking, however, approximately two-thirds of the amount is to be spent on direct advertising.

Following is the information: DETAILS OF THE PLANNED EXPENDITURE OF $300,000 VOTED FOR TOURIST PROMOTION IN 1958. $ Overseas advertising: U.S.A. 90,000 (Consumer and trade) -- Australia 23,000 New Zealand 13,286 Folders for reply to direct inquiries 3,714 Brochures -- 4 colour 18" x 16" 13,000 (100,000) Handling costs paper variations 2,000 Brochures --4 colour 18" x 12" (50,000) 7,000 Brochures --4 colour 12" x 9" (50,000) 5,000 Posters --Four 10 colour, 3,000 run 18,000 Maps, Singapore and environs 4,000 Blocks, stereos, etc. 2,000 Monthly Newsletter 1,000 Printing, stationery 3,000 Souvenir certificates 1,600 Press releases, photo-news stories 1,800 Mailing, phones, cables 3,000 Travel and entertainment expenses 2,800 -------- carried forward 194,200 $ $ $ brought forward 194,200 Subscriptions to travel organisations 1,720 P.A.T.A. Research expenses 5,000 P.A.T.A. Advertising Programme 6,000 -------- 206,920 Office equipment, premises etc. 15,472 Staff 35,228 Amount spent on 30th April, 1958 17,206 Savings on staff, first half year 25,174 -------- 300,000