Interview  •  Portraits

Spotlight on Ariane Nabarro: Bridging Cultures Through Unique Tours

The founder of Singapour sur Seine shares her journey of connecting her French roots to Singapore’s cultural heritage through curated tours.

What inspired you to create Singapour sur Seine?

"The idea of creating Singapour sur Seine was born from my desire to share the often overlooked cultural and historical richness of Singapore with French-speaking visitors. After several years as a volunteer guide in museums, I wanted to offer outdoor experiences that connected my French roots to my host country. I was born and raised in Paris, where the Seine River flows, and I settled in Singapore whose historic heart lies on the banks of the river of the same name. This project allows me to combine my passion for heritage, history, and architecture, while offering a unique perspective to visitors, that of a Frenchwoman who has witnessed the incredible development of the Lion City."

What key challenges did you face starting your business in Singapore, and how did you navigate them?

"The main challenge was navigating Singapore's strict regulatory framework. Obtaining accreditation from the Singapore Tourism Board, the national tourism organization, required passing several exams reserved for Singaporeans and permanent residents. With perseverance and determination, I managed to overcome these obstacles, allowing me to launch my small business that reflects my vision and values. I also made a point of avoiding what already existed or was being done on the market, for example by offering themed walking tours. The French love to walk outdoors, something that the local population is a little less fond of."

How do you curate your tours to offer a unique and authentic view of Singapore’s culture and history?

"I have designed over 60 themed tours of Singapore, including walking tours, each meticulously planned to highlight diverse aspects of the country. Each tour is a performance in itself, where I strive to create connections between visitors and local history, while integrating French elements that resonate with my clientele. I consider it a success whenever I have French visitors quote Napoléon or Charles de Gaulle, these two men so dear to their hearts."

What shifts have you noticed in Singapore’s tourism industry since you started, and how have they influenced your business?

"Since my beginnings, the tourism industry in Singapore has seen an increase in interest for tailor-made and personalized experiences. This trend has reinforced my strategy of creating unique and immersive tours. The sector has also become digitalized, which has pushed me to adapt my communication and marketing methods. Today, visiting Singapore can be done entirely through applications. The whole art of a tour guide is to make this experience personal and unforgettable, something that an application can never provide."

What advice would you give to aspiring entrepreneurs looking to start a business in Singapore, especially in the tourism or cultural sector? 

"I would advise entrepreneurs to thoroughly understand the local market and comply with all regulatory requirements. Patience and perseverance are essential, as is innovation to stand out. Finally, integrating into the local community and building a strong network can greatly facilitate the establishment and growth of your business."

For more information, connect with Ariane Nabarro on LinkedIn or visit Singapore Sur Seine Website!