Singapore Airlines (SIA), Changi Airport Group (CAG) and Singapore Tourism Board (STB) have stepped up efforts to jointly promote inbound travel to Singapore and Changi Airport, in the largest collaboration among the three partners to date. Under the new two-year partnership, the three parties will jointly invest $20 million to collaborate in amplifying the Singapore experience to leisure, business and MICE (Meetings, Incentives, Conventions and Exhibitions) audiences in more than 15 mark; ets worldwide.
This will be carried out through the refinement and delivery of the Singapore experience to visitors coming to and 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.
“This partnership demonstrates our commitment to further developing our home base as a travel hub and promoting Singapore as a destination of choice. We are pleased to continue working closely with STB and CAG and draw on our respective strengths, to promote sustainable growth of inbound travel to and through Singapore,” said Singapore Airlines CEO, Mr Goh Choon Phong.
“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. We look forward to working together to leverage our collective strengths and insights, and to amplify our efforts to promote the Singapore experience,” said Mr Lee Seow Hiang, Chief Executive Officer, Changi Airport Group.
“Our airline and airport are an integral part of the Singapore experience. The new product offerings demonstrate SIA, CAG, and STB’s commitment to provide today’s discerning travellers with a more seamless and in-depth experience. 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,” said Mr Lionel Yeo, Chief Executive, Singapore Tourism Board.