SINGAPORE—Changi Airport Group, Singapore Airlines and the Singapore Tourism Board are taking an ongoing joint partnership, aimed at promoting inbound travel, to new heights.
Under a renewed three-year partnership, the three will jointly invest $33.75 million, the highest-ever amount to promote Singapore as an attractive stopover and twinning destination.
The joint marketing efforts will focus on promoting Singapore as a stopover or twinning destination to travelers globally. This augments the previous approach of only targeting travelers from specific long-haul markets such as the US and Europe.
Another focus area for the partnership is the broadening of a marketing program to woo business and MICE (Meetings, Incentives, Conventions and Exhibitions) visitors.
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 based on travelers’ interests, such as a foodie tour where participants get to sample a popular local delight.
The Free Singapore Tour has been well-received, pulling in 59,000 passengers last year, up 8 per cent from the previous year. As of April 2017, it was rated as one of the top 10 tours on popular travel website TripAdvisor’s “Top Tours in Singapore.”