SINGAPORE Airlines (SIA), Singapore Tourism Board (STB) and Changi Airport Group (CAG) have signed a two-year partnership to jointly invest S$20 million to collaborate in marketing Singapore to leisure, business and MICE (meetings, incentives, conferencing, exhibitions) audiences in more than 15 markets globally.
The initiative will be conducted through the refinement and delivery of the Singapore experience to visitors coming to and passing through Singapore and Changi Airport, and the intensification of marketing efforts direct to consumers and through trade partnerships.
In addition to ongoing work in attracting leisure visitors, the partnership will also boost marketing investment for the business traveller and MICE segments, the parties said in a joint statement on Tuesday.
SIA chief executive officer Goh Choon Phong said the partnership allows the parties involved to draw on their respective strengths and promote sustainable growth of inbound travel to and through Singapore.
CAG chief executive officer Lee Seow Hiang added: "One of the key initiatives in this collaboration is developing and enhancing joint programmes that will contribute towards strengthening the global mindshare and perceptions of both Singapore and Changi Airport."
A key highlight of the partnership is the introduction of the Singapore Stopover Premium package, which is an upgraded version of the Singapore Stopover Holiday programme. This new product is the latest in the three partners' ongoing efforts to curate distinctive experiences that allow travellers with different needs to better enjoy Singapore as a destination.
Targeted at both premium leisure and business travellers, the Singapore Stopover Premium package includes stay in selected five-star hotels with breakfast and Wi-Fi, priority hotel check-in services and private transfers, among others.
Another feature of the partnership is the enhanced Free Singapore Tour, a perennial programme that brings transit passengers on a free guided tour of Singapore's vibrant landscape, best heritage attractions and the city skyline. It has a longer itinerary than the previous version that now covers more iconic sights, photo stops, additional tour timings across day and night, as well as the introduction of seasonal editions during festive periods.
STB chief executive officer Lionel Yeo said: "To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry."