Singapore Tourism Board (STB), Changi Airport Group and Singapore Airlines (SIA) will jointly invest nearly S$34 million (about US$24m) in a move to try and attract more business events visitors.
Under a renewed three-year partnership, the trio will invest S$33.75m into promoting the city-state as a competitive meetings destination.
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The partnership's joint marketing efforts will also concentrate on promoting Singapore as a stopover or twinning destination (travelling to two destinations on one itinerary).
“By collaborating closely with airlines and the travel industry, we can grow passenger segments, such as MICE and transfer passengers,” says Lee Seow Hiang (right), CEO of Changi Airport Group.
“With encouraging results from the current partnership, this second collaboration strengthens all parties’ efforts to raise awareness of Singapore as a stopover point and as a destination. We look forward to continue working with SIA and STB, leveraging on our strengths to pursue sustainable traffic growth in an increasingly competitive landscape.”
The partnership will also refresh the Free Singapore Tour, which provides transfer passengers with a free taste of Singapore’s offerings. FST will be expanded to include more authentic experiences, such as a foodie tour where participants get to sample popular local dishes.
SIA CEO Goh Choon Phong (left) says: “This partnership reflects Singapore Airlines' commitment to further developing our home base at Changi Airport and promoting Singapore as an exciting tourist destination.
“We are delighted to build upon our cooperation with STB and CAG, and leverage the SIA Group's strengths to increase inbound travel to and through Singapore.”
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Lionel Yeo (right), chief executive for STB says: “STB’s collaboration with CAG and SIA is a prime example of how we partner with industry players for tourism success. This partnership between our airport, national carrier and national tourism body is a powerful one that has helped to boost Singapore’s tourism growth in the recent years. The renewal of this partnership reflects our confidence that we can continue to cooperate fruitfully to better serve our visitors and drive tourism outcomes.”