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Tribe Tours are privately guided tours curated by locals who know the city inside out. Our tours give the traveler a glimpse of the city, its people as they are. Our signature through all our tours lie in you doing, experiencing and interacting with locals rather than as a passive tourist. (Tribe Tours website)

Tribe Tours offer tours that range from 2 hour walkabouts to half day tours, and group sizes are kept small and intimate to facilitate interaction. In 2016, Tribe Tours also started a new guided tour titled ‘About Mr Lee’. The guided tour sheds light on Mr Lee Kuan Yew’s private life and aims to show the person behind the fiercely private man, starting with his early life.

Just like all businesses within the hospitality and tourism sector, Tribe Tours’ business was impacted by the COVID-19 pandemic. International borders closed and most travels was restricted to domestic tourism. In response to this, Tribe Tours came up with new products within Singapore such as the 牛车水 Niu Che Shui Murders– Outdoor escape room game tour. This tour won the Singapore Tourism Awards Outstanding Tour Experience Award in 2021! Another interesting product is the ‘Escape from St. John’s Island’ which is the only ‘Survivor-style’ island escapade in Singapore with an immersive gameplay experience.

Aside from distributing their products and services via their website, how would you recommend Tribe Tours to respond to competitive threats and changing consumer demands?