Changi Airport Group (CAG), Singapore Airlines (SIA) and Singapore Tourism Board (STB) have stepped up their joint efforts to renew a three-year partnership to promote Singapore as an inbound destination and will invest S$33.75 million, the agencies said in a release.
Instead of the previous approach of only targeting travellers from specific long-haul markets such as the US and Europe, the new marketing efforts will focus on promoting Singapore as a stopover or twinning destination to travellers globally. Twinning refers to travelling to two destinations on one itinerary; an example would be pairing a city destination with a beach getaway.
The partnership will also expand the Free Singapore Tour (FST), which provides transfer passengers with a free tour of Singapore. The agencies said that FST pulled in 59,000 passengers last year, up 8 per cent from the previous year.
They will also broaden a marketing programme to attract business and Meetings, Incentives, Conventions and Exhibitions (MICE) visitors.
In 2015, SIA, CAG and STB had joined hands and had invested S$20 million to collaborate in amplifying the Singapore experience to leisure, business and MICE audiences in more than 15 markets worldwide.
This was carried out through the refinement and delivery of the Singapore experience to visitors coming to and from Singapore and Changi Airport, and the intensification of marketing efforts direct to consumers and through trade partnerships.