Tourism trade works up appetite for Singapore Food Festival action

Time Out Singapore Balik Kampong Heritage Dinner happening on July 25 and 26 as a part of the Singapore Food Festival

A number of tourism players have hopped onto the bandwagon to be involved in this year’s edition of the Singapore Food Festival (SFF).

The 25th anniversary of the event, which is organised by the Singapore Tourism Board (STB) from July 13-29, is back with a line-up of more than 20 culinary programmes throughout the island.

Time Out Singapore Balik Kampong Heritage Dinner (above) happening on July 25 and 26 is also a part of the Singapore Food Festival

These include experiences and offers rolled out by prime tourist destinations. For example, Sentosa’s Siloso Beach will return with Feast at Sentosa – Sentosa Grillfest; Celebrating Singapore Food Festival at AccorHotels will see the group’s properties roll out limited-edition menu items at its in-house restaurants; and Changi Airport will introduce local-inspired offerings at its F&B merchants such as Krispy Kreme, Crystal Jade La Mian Xiao Long Bao and Duty-Free Singapore.

“We want to raise awareness among the public that we have restaurants, not just hotels. We have over 40 restaurants across our hotels, of which eight are participating (in SFF),” shared Sng Ju Stephanie, cluster director of digital marketing, loyalty & partnership, Singapore, AccorHotels.

The trade players’ participation in SFF will also help market the event to the international guests, especially those staying at AccorHotels’ properties, STB’s director, retail & dining, experience development group Ranita Sundra remarked.

She explained that SFF’s success has benefitted its partners so much that they have repeatedly returned to collaborate, and this has drawn even more applicants during the event’s open call.

Sundra added: “We’ve seen the number of tourists coming to this event increase in certain markets. This year, we’re focusing on three markets – Thailand, Vietnam and the Philippines – who are willing to spend on F&B (in Singapore). We work closely with our regional offices to try and draw these people to SFF.

“In the past, SFF was very much a local event. We believe we’ve grown the branding locally and now, we’re going to start trying to bring in more visitors during this period.”

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