Operations Review
Underwater World Singapore
In 2014, Underwater World Singapore (UWS)
continued to operate in a demanding tourism
environment characterised by intense competition
from existing attractions and new entrants to the
scene. The situation was exacerbated by the series
of air accidents in the region that happened in
the year, leading to faltering tourist numbers in
Singapore, which adversely affected a number
of UWS’ tourist markets, further impacting its
overall performance.
Despite the unfavourable market conditions,
UWS demonstrated its resilience through staying
nimble in the rapidly changing tourism landscape.
Focusing on its strategy to grow and expand its
market share amongst the tour group segment,
UWS executed with precision effective pricing
strategies that helped to offset the negative impact.
Curating a uniquely ‘UWS’ experience for guests
remains a priority. Chinese New Year took on an
entirely new spin this year as UWS broke the
record for staging Singapore’s first underwater
magic performance as certified by the Singapore
Book of Records. From gold ingots to red packets,
every trick was brilliantly crafted by the illusionist
and infused with classical Chinese New Year
elements. The event made headlines in the news.
In November 2014, the first public appearance of
the pink dolphin calf born in UWS also captured
media attention. Only five months old, the adorable
baby dolphin endeared itself to the public and
drew 220 submissions in a naming poll. The
announcement of the winning name – Splish –
was celebrated with the UWS Underwater Santa
dressed in a pink scuba-diving Santa suit feeding
sharks and rays. During the year-end holidays,
the public had the opportunity to meet Baby Pink
Dolphin Splish and Pink Santa.
2015 will be as challenging as 2014 with
mounting competitive pressure from new attractions
opened in the last quarter of 2014 and others
slated to open next year both locally and in the
neighbouring countries. Distinguishing UWS from
its competitors through the emphasis on pink
dolphins and dolphin interaction programmes as
well as its positioning as an intimate, boutique
aquarium will continue to be a focus area. UWS will
leverage its partnerships with trade intermediaries
to further strengthen its market and mindshare in
group travel, and to expand UWS’ reach to new
market segments.
Underwater World Pattaya
Located at one of the world’s popular tourist
destinations, Underwater World Pattaya (UWP)
has been drawing visitors both locally and from
around the world. The main features of the
oceanarium include four interactive zones, a
state-of-the-art jellyfish display zone and three
signature underwater tunnels that provide visitors
with an up-close experience with sharks and rays
and a wide spectrum of tropical freshwater and
marine animals found in Thailand and around
the region.
The business operation in 2014, however, was
affected by unrest in Thailand, which led to
holidaymakers changing travelling plans and
avoiding Thailand. Every effort was made to
improve the local visitorship through promoting
UWP’s exhibits and education programmes at
local trade shows and presentations to schools.
Through maintaining close working relationships
with foreign trade partners and scaling up
participation in overseas trade fairs, UWP was
able to enhance awareness in foreign markets
and promote ticket sales.
Competing attractions recently opened in Pattaya
and within its vicinity are also posing serious
threats to UWP. To address the competition, UWP
strengthened its appeal through rejuvenating
its offerings and boosting its visibility in media
outlets, such as advertorials in magazines and
appearances in television programmes, extending
its reach to targeted audience both local and
overseas.
During the Songkran Festival, underprivileged
children were invited to UWP on 11 April
2014 for the preview of a new oceanarium
adventure specially designed for the school
holidays. Beginning with a conservation-themed
performance titled “Saving Clowny, Sharky and
Benny - the Ray” played by everyone’s favourite
marine mascots, the programme continued
with an educational oceanarium tour where
the children interacted with aquatic animals
and learnt about them. The event was reported
on popular television stations and news sites,
as well as on social media, and captured the
attention of travellers.
In the coming year, UWP will continue to operate
in a challenging market, facing direct and indirect
competition from other aquariums, upcoming
new attractions and revamped existing ones in
the region. To set itself apart from competitors,
UWP will strive to innovate and enhance visitor
experience. Marketing and sales efforts will be
stepped up to bolster UWP’s market share.
Notwithstanding the difficult conditions prevailing
in the tourismmarket, UWP’s prospects are deemed
to be encouraging given its prime location.
Left:
A record-breaking Underwater Magic Show
celebrating Chinese New Year at Underwater
World Singapore
Above:
Pink dolphins and fur seals entertaining crowds at the Dolphin
Lagoon in Underwater World Singapore
Below:
Underwater World Pattaya putting up a
marine-themed mascot performance that
enthrals the audience
The Leisure Division demonstrates its
resilience through staying nimble in the
rapidly changing tourism landscape.
Healthcare
Leisure
Property
Investments
Baby Pink Dolphin Splish swimming by its mother’s side at the
Dolphin Lagoon in Underwater World Singapore
Haw Par Corporation Limited
22
annual report 2014
23
