The Changi Airport Group (CAG), Singapore Airlines and Singapore Tourism Board (STB) will invest S$33.8 million (US$24.2 million) to renew a three-year partnership to promote Singapore as an inbound travel destination.
The joint effort will focus on marketing Singapore as a stopover and twinning destination to travellers globally, augmenting the previous approach of targeting travellers from specific longhaul markets such as the US and Europe.
Singapore Changi Airport
Another focus area is the broadening of a marketing programme to woo business and MICE visitors.
The partnership will also expand the Free Singapore Tour (FST), which provides transfer passengers with a taste of Singapore’s offerings, to include “more authentic experiences curated based on travellers’ interests”, such as a foodie tour, according to a joint statement by the partners.
FST drew 59,000 passengers last year, up eight per cent from the previous year.
“By collaborating closely with airlines and the travel industry, we can grow passenger segments, such as MICE and transfer passengers,” CAG’s CEO Lee Seow Hiang said, adding that the strengthened efforts follow “encouraging results from the current partnership”.
STB’s chief executive Lionel Yeo added that the partnership has been “a powerful one that has helped to boost Singapore’s tourism growth in the recent years”.