FOURTEEN businesses and stakeholders in the southern precinct of Sentosa and HarbourFront have come together to form a new association that will leverage the area’s tourism and leisure assets.

Called the Sentosa HarbourFront Business Association (SHBA), the body’s members include Sentosa Development Corporation (SDC), Resorts World Sentosa (RWS), Mapletreee Investments and Singapore Cruise Centre.

RWS chief executive Tan Hee Teck said: “With the establishment of SHBA, the precinct can now pitch for bigger MICE events, make a bigger impact in marketing, and get stronger government support for our programmes. I have no doubt that this will move the dial significantly in raising business opportunities.”

Launched by second minister for trade and industry S Iswaran in late December, the association has pledged S$3 million (US$2.4 million) to market the area through joint promotions, events and campaigns in the next three to five years.

Goh Chye Boon, the association’s chairman and executive vice president of resort operations, RWS said: “The Sentosa and HarbourFront precinct has seen many new developments in recent years, and it is timely for us to team up and further realise the potential of the area especially in the face of intensifying competition.”

The precinct’s total hotel inventory has more than 3,100 rooms while MICE facilities can accommodate over 22,000 delegates, including RWS’ 6,500-pax ballroom.

Said Iswaran: “Our Sentosa HarbourFront can be a very strong contender (for incentives) among other resort destinations in the region such as Bali, Phuket, Cebu and Hainan Island.”

T S Low, deputy CEO of SDC, said the area could be even more attractive than Bali given the range of activities available.

The association aims to increase the number of MICE visitors by 20 per cent, and visitorship and events by five per cent by 2016. Last year, Sentosa island welcomed more than 20 million visitors and VivoCity attracted 82 million shoppers.

For SHBA’S first signature event in April, the association plans to hold an Easter celebration with promotional activities held across all properties. SHBA will also be participating in AIME next February.

MALAYSIA Airlines (MAS) and Ethiopian Airlines kicked off a codeshare arrangement on January 1, giving Malaysia’s national carrier access to Addis Ababa, the capital and largest city of Ethiopia.

Under the agreement, Ethiopian’s services from Addis Ababa to Kuala Lumpur via Bangkok, and vice versa, will now carry MAS’ flight code.

According to a media release from MAS, flights will depart Kuala Lumpur at 23.25 every Monday, Wednesday, Friday and Sunday, and arrive in the Ethiopian capital at 06.45 the following day.

Return flights leave Addis Ababa at 00.40 every Monday, Wednesday, Friday and Sunday, and touch down in Kuala Lumpur at 18.00.

Said MAS’ CEO, Ahmad Jauhari: “Through this partnership we can expand our reach in Africa without operating our own flights. As one of the most affordable tourist destinations in the Asia-Pacific region, we are confident that more tourists from the African region will use this codeshare and visit Malaysia.”

BEST Western International has officially established a foothold in Myanmar with the opening of the Best Western Green Hill Hotel, Yangon.

Launched late last month, the 189-key midscale hotel is located in the heart of Yangon with views of Shwedagon Pagoda. The hotel offers a restaurant serving Asian and international cuisine, three meeting rooms collectively providing over 200m² of function space and free in-room Wi-Fi.

Glenn de Souza, vice president of international operations for Asia and the Middle East, Best Western International, said: “With the incredible growth and development currently being seen in Myanmar, and incredibly bright forecasts for the future, I am extremely confident that Best Western Green Hill Hotel will be a huge success.

“Best Western International sees huge potential in Myanmar, and we intend to be here for the long term, helping to grow the country’s tourism industry.”

The company will continue its Myanmar expansion with the opening of its first hotel in the country’s capital, Naypyidaw, later this year.