Geographical Imaginations of 'New Asia-Singapore'

‘Geographical imaginations’ constitute an important aspect in geographic research, enriching our understanding of places and societies as well as the contested meanings people have towards spaces. The marketing and development of tourist destinations offers a fertile ground for the exercise of geographical imagination. This paper explores how tourism marketing distils the essence of a place, and ‘imagines’ an identity that is attractive to tourists and residents alike. Such spatial identities, however, are seldom hegemonic and are often highly contested. Using the case of the ‘New Asia-Singapore’ (NAS) campaign launched by the Singapore Tourism Board, we explore the geographical imaginations involved in tourism marketing, and its consequent effects on people and place. Specifically we discuss the role and rationale of tourism planners in formulating the NAS campaign; the actions of tourism entrepreneurs in creating NAS commodities; and the reactions from tourists and local residents towards the NAS images. We argue that the nexus of policy intent, entrepreneurial actions and popular opinions yields invaluable insights into the highly contested processes of tourism development and identity formation.