Ethnic Trail     Heartland Trail

"The introduction of the 'Uniquely Singapore Shop & Eat Tours' is in line with the STB's effort to enrich our visitors' time in Singapore by providing them with a first hand, multi-sensory experience of our very own and truly unique local food and shopping favourites. Many of the establishments that these visitors will be visiting are household names which have been trusted by generations of Singaporeans for their quality and reliability, and have over the years become a part of our distinctive history, culture and heritage," said Mr Gerald Lee, Assistant Chief Executive (Leisure), STB.

To make the tours more attractive, premiums worth a total value of close to S$80,000 will be given away to the first 2,600 consumers from seven target markets who purchase the tour for consumption during the two-month launch period. The target markets include Australia, China, Hong Kong, Japan, Taiwan, Thailand, and the Philippines. Each premium, worth more than S$30, comprises a shopping voucher and an F&B voucher. The premium is redeemable at a range of establishments including Tangs, DFS Galleria, Raffles Hotel (for their signature Singapore Sling), and Meritus Mandarin (for their signature Hainanese Chicken Rice).

To ensure consistent and quality delivery of the new "Uniquely Singapore Shop & Eat Tours", the STB had appointed a Consultant to develop an engaging script and storyline for the tour after in-depth research, as well as to conduct training for tour guides from the participating tour operators. To date, about 20 local tourist guides have been trained to conduct the "Uniquely Singapore Shop & Eat Tours". More are expected to be trained by June.

The retailers and F&B establishments which will be featured in the two tours include Bee Cheng Hiang, BreadTalk, Eu Yan Sang, Handlooms, Hockhua Ginseng Birdnest, Jothi Store and Flower Shop, Komalas Vilas, Lee Tong Kee, Lim's Arts and Living, Poh Kong Chye, Tong Heng Pastries, SAN Katong Laksa, Ya Kun Kaya Toast, and Zam Zam.

The STB is assisting to promote the tours in the seven target markets by working closely with industry partners including Asler Travel Services, GTMC, HTL Travel, H.I.S., JTB, SH Tours, Tour East, Tradewinds, RMG Tours, and Vacation Asia.

The STB's network of regional offices will also work with in-market tour operators and media partners to promote the new tours overseas. These tours will also be marketed in Singapore through the tour desks of hotels. Other than via the participating tour operators, the tours will also be sold at the STB's Singapore Visitor Centre in Orchard Road. About 4,000 "Uniquely Singapore Shop and Eat Tours" are targeted to be sold during the two-month launch period.

Source: Singapore Tourism Board Press Release 12 May 2004