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SILKAIR has signed a S$2 million, one-year memorandum of understanding (MOU) with global travel distributor GTA to collaborate on marketing efforts to drive more traffic to Singapore.
SilkAir is the regional wing of the Singapore Airlines Group.
Daryl Lee, GTA's regional vice-president (sales and marketing) for Asia Pacific, the Middle East & Africa, said: "With increasing competition from neighbouring destinations, visitors to Singapore fell 3.1 percent to 15.1 million in 2014, the first drop since 2009. We want to improve awareness among travel agents of all that Singapore has to offer travellers and particularly address misconceptions that it is expensive."
In a release, GTA said that it already helped to bring nearly a million tourists to Singapore last year.
SilkAir's vice-president (commercial), Ryan Pua, added: "SilkAir looks forward to this partnership to increase inbound traffic from our 48 SilkAir destinations into Singapore. Through this joint marketing initiative, we hope to delight more passengers with our full service experience."