UNDERWATER WORLD SINGAPORE - FACING THE CHALLENGES

Abstract

The transformation that is occurring in Singapore's premier resort island, Sentosa, has been nothing short of phenomenal. From a simple island getaway, it has metamorphoses into one of growing sophistication. It offers a myriad of attractions with the promise of more to come. To further boost its transformation, the island has been encouraging private developers participation through the sale of sites programme. Upon this platform was seen the development of Underwater World Singapore. The attraction promises a unique experience from which the visitors are not likely to forget. Since the opening on May 13th, 1991, the attraction has been getting a constant flow of visitors. It is presently the most popular attraction on Sentosa and is going through a comparatively good performance. However, the present performance is not expected to maintain in the midst of growing competition. The competition comes from both on the island and on mainland Singapore. New and sophisticated attractions are presently undergoing construction on Sentosa. Some are expected to be ready by early 1993. Mainland Singapore has also quite a number of new attractions to offer apart from the perennial favourite such as the zoo and the birdpark. The competition faced by Underwater World Singapore is indeed immense. Through the study made in this dissertation, recommendations are given to enable the attraction to fortify itself against the strong competition ahead. To face the challenges ahead is in essence a quest for survival.