Broome in quest to draw Singapore visitors

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Jakeb WaddellBroome Advertiser
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Euro-Asia Holidays general manager Vivian Lee, Australia's North West Tourism chief executive Natasha Mahar and EAH director Maggie Tay.
Camera IconEuro-Asia Holidays general manager Vivian Lee, Australia's North West Tourism chief executive Natasha Mahar and EAH director Maggie Tay. Credit: Australia's North West Tourism

The spotlight was beamed onto Broome’s celebrity appeal, sensational food and natural wonders recently, as the region’s peak tourism body pulled out all the stops in its mission to sell the Kimberley town to Singapore travellers.

Australia’s North West Tourism chief executive Natasha Mahar travelled to the Lion City last month to present at the National Association of Travel Agents Singapore, to ensure the success of a second flight trial from Broome later this year.

Thousands of Singapore consumers packed out the event to choose their next holiday destination and it was up to ANWT to ensure they picked Broome.

Ms Mahar said she had to focus on the unique aspects of the Kimberley town that they could not experience elsewhere.

Consumers at the National Association of Travel Agents Singapore last month.
Camera IconConsumers at the National Association of Travel Agents Singapore last month. Credit: Australia's North West Tourism

“Singaporeans are a spoilt consumer who can virtually pick and choose a destination without forking out a small fortune and with Broome being an expensive destination, we really had to focus on all our points of difference,” she said.

“This included natural attractions, particularly staircase to the moon and our phenomenal sunsets, our incredible Asian-inspired food and they are big foodies.

“I even posed the question — is Broome chilli mud crab better than Singaporean mud crab?

“I emphasised the fact Hugh Jackman was a big fan of Broome and pulled out Sir David Attenborough’s line about Horizontal Falls being one of the greatest natural wonders of the world.”

Ms Mahar said the flight time of about 3.5 hours was very favourable to the crowd, but it was very difficult to gauge their reactions.

“Singaporeans are very polite so tend not to give much away, but there were many inquiries at the agent stands, which have resulted in bookings,” she said.

Four return flights will run between the Asian hotspot and Kimberley town later this year.

The flights will operate on June 13, 17, 20 and 24, leaving Singapore at 11am and leaving Broome at 4.15pm on the same day.

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