Apr 17, 2017: Changi Airport Group (CAG), Singapore Airlines (SIA) and Singapore Tourism Board (STB) will take an ongoing joint partnership, aimed at promoting inbound travel, to new heights.
Under a renewed three-year partnership, the three parties will jointly invest $33.75 million, to promote Singapore as a stopover or twinning destination to travellers globally. This augments the previous approach of only targeting travellers from specific long-haul markets such as the USA and Europe.
Another focus area for the partnership is the broadening of a marketing programme to woo business and MICE (Meetings, Incentives, Conventions and Exhibitions) visitors.
The partnership will also refresh the Free Singapore Tour (FST), which provides transfer passengers with a free taste of Singapore’s offerings. FST will be expanded to include more authentic experiences curated based on travellers’ 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 percent from the previous year. As of April 2017, it was rated as one of the top ten tours on popular travel website TripAdvisor’s “Top Tours in Singapore”.
Lee Seow Hiang, Changi Airport Group’s chief executive officer, said, “By collaborating closely with airlines and the travel industry, we can grow passenger segments, such as MICE and transfer passengers. 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.”
“This partnership reflects Singapore Airlines' commitment to further developing our home base at Changi Airport and promoting Singapore as an exciting tourist destination,” said Goh Choon Phong, chief executive officer, Singapore Airlines.
“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,” said Lionel Yeo, chief executive, Singapore Tourism Board.