Monday, November 24

DISCUSSING TOURISM ROLES & ECONOMIC VALUE OF THE FESTIVAL/EVENT

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Singapore Biennale is an art event that is not only for tourists, but for locals to appreciate as well. This year’s program seemed to involve locals more. The Exhibition volunteers were mostly youths and with the various programmes lined, Kid’s Biennale, Education Outreach Programme, it is evident that event organisers tried hard to include the participation of the local community rather merely focusing on international visitors.

The event has also played its part in boosting the Art Scene in Singapore. Tourists who had little knowledge of the sunny island now know how far urbanisation and development has taken the country.

The appreciation of the Arts is usually deemed as activities for the rich or educated. Showing these tourists that Singapore has extended Art education to even the young ones helps to weave a positive image of the country.


Tourist Attraction

The event itself has become a tourist attraction that occurs once every two years. The Singapore Biennale has become an international Arts affair ever since the success of the inaugural event held two years back which attracted a remarkably huge international audience. At the City Hall exhibition, it was visible that the crowd consisted of many tourists.

Furthermore, only a few days after the launch of Singapore Biennale 2008, the first ever Formula 1 Night Race took place in Singapore. The F1 race was an instant hit being a first in the region and brought a big boost in Singapore’s tourist arrivals. Having two large-scale events taking place consecutively would definitely help elongate the length of stay for visitors. It only makes sense that visitors stay longer to experience more of what Singapore has to offer. Longer stays naturally mean more visitors spending. After the F1 hype, visitors could take their time to explore Singapore and the ongoing Biennale event.

With the Biennale being held in different venues, tourists are encouraged to stay even longer, visiting a few venues a day.


Image Maker

Themed ‘Wonder’, art pieces that were meant to depict the theme were scattered around various locations in Singapore, helping to instil the feeling of wonder in curious passersby through the medium of art. The art helps to pause the hectic way of life in this bustling city and makes people stop, look, and understand.

Public Art is like the freedom of expression. This provides the image of a society that embraces a blend of cosmopolitan and openness. Cosmopolitan, how Singapore houses a mix in ethnicities, and Openness to each other’s culture. In that way, the art helps to enhance Singapore for who she is, boasting to people of her rich culture of diversity.


Catalyst

The event helped to boost the ticket sales of the Singapore Flyer. The site specific audio installation was definitely a way to encourage visitors and even locals to try out the newest attraction. Other venues were also strategically located; in the heart of the city. Some examples are the Old City Hall which faces the Padang – where Singapore was declared an independent state, and even the South Beach Development building which was formerly a military camp. It was a tactical move; getting visitors to experience not only the art exhibition, but at the same time, the various prominent landmarks within Singapore.

There were no new infrastructures created specifically for the exhibition; it was more of an addition to the already present infrastructure.


Economic Value

The Biennale has served its purpose in helping to heighten Singapore’s tourist arrivals, at the same time generating the economy. With an increased number of visitors and visitor stays, there is money spent by these foreign tourists through accommodation, transport, food, leisure shopping and event purchases (Biennale Passes, tickets for the Singapore Flyer and perhaps event merchandise).

However, the only merchandise I recall selling at the ticket booth was a pair of Biennale Beach Slippers. The previous event boasted of a wider range of merchandise, from T-shirts, to Mugs, Pencil Sets, and even Files. They had also packaged all the different merchandises into a ‘BELIEF Pack’ which was selling for S$50, but currently S$30. Perhaps, the organisers this year could have created new souvenirs for people to take home with them.

Other than the Beach Slippers, only windmills were available for the public to take home for a donation to the children’s charity. This shows the charitable side of the country - helping local charitable organisations raise money through the means of art; done by children, for children.

The longer the length of visitor stay, the more money spent on necessities. Hence, the event has helped not only generate money through its admission or tickets, but through other business related to the tourism industry (i.e. The Hotel Industry, the Food & Beverage Industry)

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