Singapore has set aside SGD45 million to support local lifestyle and tourism businesses, as well as encourage residents to explore different sides of the sunny island.
Titled "SingapoRediscovers", the campaign is a joint initiative by Enterprise Singapore (ESG), Sentosa Development Corporation (SDC) and Singapore Tourism Board (STB).
"With SingapoRediscovers, we have collaborated with various partners to create value for consumers through engaging content, quality experiences and attractive promotions," said STB Chief Executive Officer (CEO) Keith Tan.
"Through this campaign, we hope that Singaporeans will gain fresh perspectives, and take a short holiday – or a Singapoliday – to rediscover their own country and help support local businesses.”
In a press statement, STB said that this is the largest campaign introduced in Singapore to drive local demand. It is the first since Step Out Singapore after SARS in 2003, and BOOST (Building on Opportunities to Strengthen Tourism) in 2009 after the Global Financial Crisis.
SingapoRediscovers focuses on helping locals discover hidden gems and collaborating with hotels, tour operators, attractions and precincts to develop quality experiences and attractive promotions. Precincts will be packaged as mini-holiday destinations, where locals can embark on a Singapoliday.
“We recognise the challenges that many of our local F&B and retail businesses face, even as the economy gradually reopens," said ESG Deputy CEO, Ted Tan.
"Aside from the targeted measures rolled out earlier to help these sectors address immediate needs, we hope that they can create new revenue streams and encourage increased consumer spending through exciting promotional programmes."
Thien Kwee Eng, CEO of SDC, added, “As one of the key leisure destinations in Singapore, we believe Sentosa is in a good position to stimulate the tourism sector’s recovery. Through SingapoRediscovers, we will build on our island charm and unique value proposition to encourage locals to rediscover Sentosa, while helping businesses rebound from the effects of the pandemic.”