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Changi Airport, SIA partner STB in push for Singapore stopover
CHANGI Airport Group, Singapore Airlines and the Singapore Tourism Board (STB) are partnering to invest a record S$33.75 million in promoting Singapore as a stopover destination, the companies announced on Monday.
Their joint marketing efforts will promote Singapore as an attractive stopover and twinning destination to travellers globally, not just to those from specific long-haul markets such as the United States and Europe.
For instance, tourists intending to visit two destinations on one itinerary, a practice known as twinning, would form part of the new target group.
A marketing programme focused on business and MICE (Meetings, Incentives, Conventions and Exhibitions) visitors will be broadened to attract more such travellers.
The Free Singapore Tour (FST) offered to transfer passengers at Changi Airport will also receive a makeover.
Originally designed to provide visitors with a free taste of Singapore's offerings, the FST pulled in 59,000 participants in 2016, up by 8 per cent from the previous year.
Under the partnership, it will be expanded to curate experiences based on travellers' interests, such as foodie tours for participants to sample local food.
STB chief executive Lionel Yeo said: "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."
The partnership follows the announcement of two other STB initiatives last Thursday.
At the Tourism Industry Conference 2017, Minister for Trade and Industry (Industry) S Iswaran announced STB's three-year collaboration with The Walt Disney Company (South-east Asia).
The partnership will allow Singapore to host events and activities across the various Disney brands, kicking off with a three-day Star Wars Festival this year. The event will be held at Gardens by the Bay from May 4 to 6.
Mr Iswaran also shared STB's plans to work with the Urban Redevelopment Authority and the Land Transport Authority, as well as the private sector, to revitalise Singapore's Orchard Road shopping belt.
The agencies are considering expanding pedestrian walkways by reducing the number of lanes on the roads and opening up existing parcels of state land.
More concepts and events such as street markets and lifestyle events and performances are also being considered to draw more locals and tourists.