{"id":44550,"date":"2026-08-11T09:48:07","date_gmt":"2026-08-11T08:48:07","guid":{"rendered":"https:\/\/www.aaaarts.com\/?p=44550"},"modified":"2026-08-11T10:20:32","modified_gmt":"2026-08-11T09:20:32","slug":"scotland-singapore-and-the-problem-of-being-expensive-but-boring","status":"publish","type":"post","link":"https:\/\/www.aaaarts.com\/en\/art-lancet\/scotland-singapore-and-the-problem-of-being-expensive-but-boring\/","title":{"rendered":"Scotland, Singapore and the Problem of Being \u201cExpensive but Boring\u201d \u2014 Jay Chau"},"content":{"rendered":"

Singapore may need to move from asking \u201cwho can afford to come?\u201d to asking \u201cwhy must people come?\u201d Only when culture becomes the core of the visitor experience can the city aspire to become a cultural destination worth returning to.<\/em><\/span><\/p>\n

\u201cSingapore is too expensive, and there\u2019s not much to do.\u201d In recent months, variations of this comment have appeared repeatedly on Chinese social media. It may sound blunt, but it is not entirely without basis. More than a matter of individual sentiment, it points to a question Singapore needs to take seriously: as the cost of visiting Singapore continues to rise, is the value perceived by visitors rising at the same pace?<\/span><\/p>\n

In recent years, Singapore has consistently promoted \u201cquality tourism\u201d, seeking visitors with greater spending power and longer stays. Yet in practice, quality can sometimes become little more than a euphemism for higher prices, while the experience itself receives comparatively less attention.<\/span><\/p>\n

Whether visitors are willing to pay for a destination depends not simply on how expensive it is, but on whether it feels worth the price. When prices rise rapidly without a corresponding increase in the distinctiveness, depth and richness of the experience, a sense of disappointment is inevitable.<\/span><\/p>\n

Singapore is safe, clean and efficient. These are advantages built over decades. But in the increasingly competitive regional tourism landscape, they are becoming baseline conditions rather than decisive reasons for visitors to stay longer. Without a stronger cultural proposition, Singapore can easily be perceived as a city where one stays for a night before moving on.<\/span><\/p>\n

Scotland offers an instructive contrast. Its appeal as a tourist destination has not been built primarily through the constant creation of new attractions. Instead, it has been strengthened through a long and sustained process of cultural interpretation and storytelling, allowing visitors to enter a cultural world with a strong and recognisable sense of identity.<\/span><\/p>\n

When I visited Edinburgh, Glasgow and the Scottish Highlands this August, this cultural logic was evident almost everywhere. In city museums, street music performances and community events in remote towns, local culture was not presented as something artificially staged for tourists. It was simply part of everyday life.<\/span><\/p>\n

From the visibility of Gaelic in public spaces to the institutionalised presence of bagpipes, tartan and Highland Games; from literature and folk music to the reimagining of whisky-making as cultural heritage, Scotland has successfully transformed local culture into something that can be experienced, participated in and easily communicated. Visitors do not travel to Scotland merely to \u201csee the scenery\u201d. They enter a complete and coherent cultural context.<\/span><\/p>\n

Film and television have played an important role in this process. Earlier works such as *Braveheart*, centred on Highland history and national consciousness, helped shape a global imagination of Scotland\u2019s landscape and spirit. More recently, the hugely popular television series *Outlander* has brought Scottish culture closer to audiences through its detailed portrayal of language, clothing, music and landscapes, making that culture more intimate and emotionally accessible. The cultural imprint of the *Harry Potter* series on Edinburgh has likewise created a lasting connection between literature, the city and tourism.<\/span><\/p>\n

What is important is that these productions did not simply invent a fictional Scotland. Instead, they repeatedly reinforced the connections between language, history, landscape and collective memory. They provided global audiences with an initial doorway into Scottish culture, while creating an emotional and intellectual foundation for those who would later visit in person.<\/span><\/p>\n

In the Highlands, even the experience of appreciating the landscape is often accompanied by stories of land, clans, language and history. The cultural imagination constructed by film and television does not necessarily conflict with the reality encountered on the ground. In many cases, the two reinforce one another.<\/span><\/p>\n

What visitors experience, therefore, is not simply scenery, but a way of life that can be understood and entered into.<\/span><\/p>\n

Singapore Lacks a Way to \u201cStep Inside\u201d<\/span><\/strong><\/p>\n

This is perhaps why Scotland, despite not being a cheap destination, is less likely to be dismissed as poor value for money. When culture is reinforced through community practice, education and visual storytelling, price becomes less a question of cost and more a reflection of value.<\/span><\/p>\n

Singapore is not lacking in cultural substance. Hawker culture, its multicultural society, its history as a port city and its extraordinary trajectory of urban development all possess depth and distinctiveness. The problem is that these elements often remain at the level of being *introduced* to visitors, rather than being transformed into experiences in which visitors can genuinely participate.<\/span><\/p>\n

In recent years, some hotels, tourism operators and cultural organisations have begun experimenting with ways of incorporating community history, food and everyday life into travel itineraries, allowing visitors to experience, for a short time, what it might be like to live \u201clike a local\u201d.<\/span><\/p>\n

The significance of these initiatives lies less in the format itself than in the direction they suggest: when culture is alive, tourism acquires warmth.<\/span><\/p>\n

Another reality facing Singapore tourism is the decline in average visitor length of stay. This is not entirely a matter of market fluctuations. It is also related to how the destination is positioned.<\/span><\/p>\n

When a place lacks sufficient cultural content to sustain a longer stay, visitors naturally struggle to find reasons to remain for several more days. Reversing this trend will require more than increasingly expensive hotels or more shopping options. Culture needs to become part of the itinerary itself.<\/span><\/p>\n

Festivals, community routes, art events, and connections between food, history and everyday life all offer possible entry points. When cultural experiences have continuity and depth, tourism becomes more than consumption. It becomes an experience worth remembering.<\/span><\/p>\n

The description of Singapore as \u201cexpensive but boring\u201d may not be entirely fair. But it does offer a useful warning.<\/span><\/p>\n

Prices can be determined by the market. Value, however, has to be deliberately cultivated.<\/span><\/p>\n

If Singapore truly wants to move towards quality tourism, perhaps it needs to shift from asking *\u201cWho can afford to come?\u201d* to asking *\u201cWhy must people come?\u201d*<\/span><\/p>\n

Only when culture is no longer merely the backdrop, but becomes the core of the visitor experience, can Singapore move beyond being an efficient regional hub and become a cultural destination that people have a reason to return to.<\/span><\/p>\n

*Originally published in Chinese by Lianhe Zaobao (Singapore) on 2 January 2026.*<\/em><\/span><\/p>\n

\u2014\u2014\u2014\u2014\u2014\u2014<\/p>\n

About the Author: Jay Chau<\/span><\/p>\n

Jay Chau is the Chairman of the Asian Art Association Singapore, a cultural programme initiator at AAA Arts, and a member of the British Art Network (BAN). He holds a Master\u2019s degree in Advanced Public Policy and Management from the Lee Kuan Yew School of Public Policy, National University of Singapore.<\/span><\/p>\n

Since founding the Asian Art Association Singapore in 2018, Jay has been dedicated to advancing international art exchange, curatorial practice, and public cultural initiatives through the philosophy of \u201cArt Creates Public Value.\u201d His work explores the intersection of art, society, public policy, and cross-cultural dialogue.<\/span><\/p>\n

A former professional at NetEase and Tencent, Jay has extensive experience in digital innovation and public communication. His cultural perspectives have been featured by People\u2019s Daily, South China Morning Post, Lianhe Zaobao, and Central News Agency (Taiwan). He has also undertaken curatorial studies at the Royal College of Art (RCA) and participates in international cultural exchange initiatives. He continues to explore how art can serve as a bridge between communities, cultures, and societies.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Singapore may need to move from asking \u201cwho can afford to come?\u201d to asking \u201cwhy must people come?\u201d Only when culture becomes the core of the visitor experience can the city aspire to become a cultural destination worth returning to.<\/p>\n","protected":false},"author":1,"featured_media":43428,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","jetpack_post_was_ever_published":false},"categories":[690],"tags":[],"class_list":["post-44550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art-lancet"],"yoast_head":"\nScotland, Singapore and the Problem of Being \u201cExpensive but Boring\u201d \u2014 Jay Chau - AAA Arts<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aaaarts.com\/en\/art-lancet\/scotland-singapore-and-the-problem-of-being-expensive-but-boring\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scotland, Singapore and the Problem of Being \u201cExpensive but Boring\u201d \u2014 Jay Chau - 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