A NEW S$1 million (US$800,502) Rediscover Singapore From Your Heart campaign has been announced to attract Chinese arrivals to Singapore, after four months of reduced passenger traffic.
Major tourism players such as the Singapore Tourism Board (STB), Changi Airport Group, Wildlife Reserves Singapore, Resorts World Sentosa and Marina Bay Sands, among others, are backing the five-month-long marketing campaign, according to daily broadsheet The Straits Times.
Local and Chinese travel agencies are also participating.
Slated to run until October, the campaign will also feature roadshows in major Chinese cities to sell Singapore as a destination, said The Straits Times.
Events in the region including the disappearance of Malaysia Airlines flight MH370 and Thailand’s coup d’état have impacted the number of Chinese arrivals to Singapore, who typically combine all three South-east Asian destinations within one itinerary.
STB is also becoming more aggressive in promoting Singapore as a mono destination (TTG Asia e-Daily, June 5, 2014).
At the recent ILTM Asia, it announced its collaboration with Chinese premium travel agency Felivway to create exclusive products for high-end Chinese travellers to Singapore, with itineraries comprising race viewing, upscale hotel stays, Michelin-starred dinning and VIP access to private parties, plus other privileges.
