Tag: Singapore Tourism Board

Kuala Lumpur, Malaysia – The Malaysia Aviation Group (MAG) and the Singapore Tourism Board (STB) have renewed their strategic partnership to boost travel from Malaysia to Singapore. This collaboration will focus on joint marketing efforts and exclusive offerings to enhance Singapore’s appeal as a prime destination for Malaysian travelers while increasing tourism spending and visits to key attractions.

Under the renewed agreement, MAG and STB will launch destination marketing campaigns featuring Malaysia Airlines and Firefly crew exploring Singapore’s iconic landmarks, such as Gardens by the Bay, the Singapore Flyer, Resorts World Sentosa’s S.E.A. Aquarium and Universal Studios Singapore, Mandai Wildlife Reserve’s Parks, and the Museum of Ice Cream.

To mark the third year of this partnership, both organizations will introduce enhanced travel perks for MAG customers, including boarding pass privileges in Singapore. These initiatives are strategically planned to align with peak travel periods, such as year-end holidays, school breaks, and festive seasons, ensuring greater convenience and value for travelers. 

Additionally, this comes as Firefly expands its Subang jet operations with direct flights to Changi International Airport (SIN) starting 25 March 2025, offering more travel options for both business and leisure passengers.

Dersenish Aresandiran, chief commercial officer of airlines from MAG, said, “We are pleased to continue our partnership with the Singapore Tourism Board to further position Singapore as a pivotal destination within the MAG network. In this next phase, we are excited to showcase Singapore’s vibrant attractions while delivering enhanced value to our customers with tailored products and exclusive promotions.”

Meanwhile, Terrence Voon, executive director of Southeast Asia at STB, commented, “STB is pleased to deepen our collaboration with MAG, our trusted airline partner, to offer differentiated promotions in Singapore. We look forward to having more visitors from Malaysia book their travel to Singapore soon, where they can explore unique experiences and discover the value that our vibrant city has to offer.”

Australia – Singapore Tourism Board (STB) Oceania has tapped global social media and influencer marketing agency Komodo to launch ‘The Journey’, a marketing platform for the travel sector that aims to redefine tourism marketing. Other official partners for the campaign include TikTok, Revolut, and luggage provider Samsonite.

The campaign, a gamified TikTok mini-series, will feature six Australian content creators with a combined following of over 34 million. These creators will participate in audience-driven, location-based challenges designed to highlight Singapore as a premier travel destination. Through engaging storytelling, the series aims to build credibility while inspiring increased visitor interest.

For Komodo, ‘The Journey’ concept redefines marketing in the travel sector, where social media has disrupted traditional strategies, leading modern travelers to seek increasingly unique and personalised experiences. The series will also serve as an educational platform, promoting sustainable and responsible travel in a candid and organic format.

Beyond showcasing the creators’ adventures, the TikTok LIVE Diary Room, hosted in TikTok’s studios, will provide a space for behind-the-scenes insights and personal reflections, offering audiences an exclusive look into the experiences and challenges faced throughout ‘The Journey.’

@thejourneylive

The Journey Singapore kicks off on 3rd February 🇸🇬 6 creators, 7 days, 4 challenges, 1 winner. Follow the action and vote for your favourite creator as they compete in 4 epic challenges across Singapore. The prize? An unforgettable trip for two for one lucky follower 🥇 ✈️

♬ original sound – The Journey

Nick Seymour, co-founder of Komodo, noted that tourism boards and global destinations are navigating a landscape that has undergone significant disruption. He highlighted that many consumers now base their travel plans entirely on what they see online and on social media, rendering traditional advertising less effective in capturing attention and driving conversions.

“Brands face similar issues, and with ‘The Journey’  we wanted to create a platform that could organically showcase a destination through gamified content while also integrating our brand partners, TikTok, Revolut and Samsonite together with their products and services in an engaging and entertaining way that doesn’t seem like an ad – ie connecting with audiences where they consume content in an innovative way, which is native to each social platform and their nuances,” he said.

He added, “As social media and influencer experts who’ve been planning travel activations since we launched eight years ago, we’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”

Meanwhile, Oliver Chong, executive director, international group & Oceania at STB, stated, “We’re excited to partner with Komodo on the inaugural edition of “The Journey”, which is a novel and innovative way for us to connect with visitors and highlight the unexpected experiences Singapore has to offer. Showcasing what the destination has to offer through the lens of these six content creators is also a fantastic way for us to reach new audiences, and hopefully inspire them to come and experience Singapore for themselves.”

Bangkok, Thailand – Hungry Hub, an online restaurant and hotel reservation platform in Thailand, has teamed up with the Singapore Tourism Board (STB) to extend its dining experience offerings internationally.

Through the partnership with STB, Hungry Hub will leverage Singapore’s diverse cuisine to attract Thai and Malaysian visitors. Its initiatives include partnerships, rewards for customers, and exclusive promos for Hungry Hub users.

To promote the food and beverage industry in Singapore, STB and Hungry Hub are set to launch joint campaigns. This includes inviting influencers to create content on food experiences in the country while adding attractions and other events to their itineraries.

The collaboration builds on STB’s recent campaign highlighting its position as a culinary capital.

Starting this December, Hungry Hub will be offering dining experiences in acclaimed restaurants in Singapore. With a curated selection, app users can purchase meal packages from pre-selected menus.

Meanwhile, Hungry Hub will also launch its ‘Hungry Hub Red Table Awards 2024,’ which honours restaurants and hotels for culinary excellence and service.

Surasit Sachdev, chief executive officer of Hungry Hub, said, “This expansion marks a significant milestone for Hungry Hub as we move toward becoming a global Online Travel Agent (OTA) for restaurants. With 50% of our user base being Thai and 50% international travelers, we are committed to providing the best dining reservation experiences, emphasizing convenience, value, and variety.”

“Our collaboration with the Singapore Tourism Board underscores our ambition to boost Singapore’s restaurant scene by offering value for money dining experiences at F&B establishments. Leveraging our success with 1,700+ partner restaurants in Thailand, including Michelin-starred and fine dining venues, we’re well-positioned to attract both Thai and international customers to Singapore’s vibrant culinary scene,” Sachdev added.

Terrence Voon, executive director of Southeast Asia at Singapore Tourism Board, commented, “Dining is an important part of Singapore’s tourism appeal, as it showcases our diverse food culture and heritage. STB has seen a 63% increase in F&B expenditure since the pandemic, indicating an appetite for culinary experiences. Hungry Hub’s expansion into Singapore presents an exciting opportunity to showcase our city as a premier destination for culinary adventurers, be it at award-winning restaurants or iconic hawker eateries. We look forward to welcoming food enthusiasts from Malaysia and Thailand to explore, discover and delight in Singapore’s unique gastronomic offerings.”

Singapore – OneRepublic has released a behind-the-scenes video of their song ‘Singapore’ in collaboration with the Singapore Tourism Board (STB) and music-based entertainment company Universal Music Singapore (UMS).

The video features One Republic’s lead singer Ryan Tedder and keyboardist Brian Willett exploring Singapore. It features locations such as Marina One, Peranakan Museum, Armenian Street, and the Old Hill Street Police Station.

OneRepublic’s video was filmed during the band’s visit to the Formula 1 Singapore Airlines Singapore Grand Prix.

@visit_singapore

From inspiration to creation ✨ Follow @OneRepublic’s Ryan Tedder and Brian Willett as they take in the sights and sounds of Singapore and its vibrant mix of culture, people, and places that have inspired their ‘Singapore’ track on their latest ‘Artificial Paradise’ album. Soundscapes. Made in Singapore. #VisitSingapore #PassionMadePossible #OneRepublic Featured locations: 📍 Marina One 📍 Old Hill Street Police Station 📍 Armenian Street 📍 Peranakan Museum 📍 Marina Bay

♬ original sound – Visit Singapore – Visit Singapore

“With this track specifically, it’s like an external portrayal of creativity,” Willet commented.

“The first time I heard Singapore fully mixed, I could see buildings shooting up from the ocean, the streets, the tapestry of creativity,” Tedder said.

Choo Huei Miin, executive director of brand at STB, commented, “The ‘Singapore’ track beautifully pays homage to our city’s essence – a harmonious blend of heritage and modernity. Inspired by the creativity and ingenuity of the track, we invite listeners worldwide to immerse in the journey that this track takes you through, in the vibrant and eclectic tapestry that Singapore offers.”

“Universal Music Singapore is proud to be part of such an inspirational collaboration about creativity and Singapore featuring one of the world’s biggest bands,” Alice Kent, country head for Universal Music Singapore, said. 

Singapore – The Singapore Tourism Borad (STB) has renewed its partnership with Expedia Group, a travel technology company, with the aim of boosting tourism in the country.

As part of their strategic partnership, STB and Expedia Group are set to launch a joint global marketing campaign to increase tourists and promote Singapore as a destination. Leveraging shared resources, the companies will seek various ways to enhance their marketing strategies.

Additionally, STB will make use of Expedia Group’s technology, taking on an innovative approach to engage travellers in Singapore.

The partnership aims to boost STB’s forecasted 15 to 16.5 million tourist arrival in Singapore, which amounts to S$27.5b to S$29 billion in tourist spending.

“Expedia Group is proud to once again join forces with the Singapore Tourism Board in our mutual goal of enhancing travel experiences for both new and returning visitors to Singapore. This partnership allows us to leverage our industry-leading travel media network backed by our robust first-party data to bring the world to Singapore,” Greg Schulze, chief commercial officer at Expedia Group, said.

“We are delighted to embark on a strategic partnership with Expedia Group as collaborating with like-minded partners is integral to STB’s approach to destination promotion. Expedia Group’s innovative technology and our combined marketing initiatives will strengthen our engagement with travellers and increase destination mindshare, which will in turn drive visitor arrivals and spending,” Juliana Kua, assistant chief executive of international group at Singapore Tourism Board, said.

Singapore – The Singapore Tourism Board (STB) highlights the country’s Culinary Capital status in the new ‘Made in Singapore’ global campaign. The campaign positions Singapore as a food haven, showcasing the country’s diverse culinary landscape.

The ‘Made in Singapore’ campaign aims to boost awareness of Singapore’s delicacies, inviting visitors to experience its offerings. It aims to spark interest and drive demand in Singaporean cuisine from a global audience.

As part of the campaign, STB released the 30-second song ‘What Do I Eat First?’ featuring vocalist Paddy Ong and local band Club Mild. It showcases a variety of food choices ranging from traditional to modern fusion cuisine.

The campaign leverages the growing interest in Singaporean cuisine. In 2023, food and drinks contributed 15% of Singapore’s tourism revenue, a 63% increase compared to pre-pandemic figures.

“In today’s social-first environment, content creators wield significant power in creating awareness and shaping perceptions. Recognising this, our campaign harnesses their reach to position Singapore as a global Culinary Capital, inspiring foodies to explore our endless possibilities curated by both homegrown and international culinary talents,” Kenneth Lim, assistant chief executive of marketing group at STB, said.

“Their passion and commitment to pushing cultural and creative boundaries continue to enrich our vibrant food scene. Through this approach, we aim to drive greater awareness of Singapore’s diverse F&B offerings, by inviting foodies to explore and share their culinary discoveries,” Lim added.

Malaysia – The Singapore Tourism Board (STB) has launched an initiative in Malaysia encouraging families to travel to Singapore, positioning the country as a place to bond. 

Featuring a collaboration with Malaysian personalities Farah Nabilah and Elecher Lee, the content highlighted family experiences and activities that are unique to Singapore. 

The content features the personal experiences of Farah and Elecher during their family vacations in Singapore. As reflected in the videos, attractions that cater to Malaysian families include the development of resorts and parks. Kid-friendly hotels and family-friendly dining are also available.

“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family-friendly experiences,” Terrence Voon, Southeast Asia executive director of STB, said. 

“With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together,” Voon added.

Singapore – AirAsia, in collaboration with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group has unveiled the ‘Love, Singapore’ aircraft livery today. The launch comes as part of a joint campaign to promote inbound travel to Singapore from visitors in Malaysia, Thailand and Indonesia, riding on the year-end travel peak in the region.

This Airbus A320 aircraft livery features a special design showcasing Singapore’s iconic attractions, including Gardens by the Bay and Mandai Wildlife Group’s wildlife parks such as Singapore Zoo and Bird Paradise, alongside Merli, Singapore’s energetic and outgoing brand character inspired by the Merlion. 

Moreover, this livery aims to inspire regional travellers to rediscover the diverse and vibrant experiences that Singapore has to offer.

Terrence Voon, executive director for Southeast Asia of Singapore Tourism Board said, “We are delighted to partner AirAsia and our tourism stakeholders, to bring Singapore’s offerings to life in our regional skies. Our exciting lineup of events and experiences will give travellers plenty of reasons to visit or revisit Singapore this year, and we encourage them to take advantage of the great deals that will launch with the “Love, Singapore” aircraft livery to book their next holiday to Singapore.”

Meanwhile, Dato’ Captain Fareh Mazputra, managing director of AirAsia Malaysia, commented, “We are proud to partner with the Singapore Tourism Board, especially as we mark 20 years of operations in Singapore this year. Currently, we operate 454 flights weekly in and out of Singapore to Malaysia, Thailand and Indonesia. Amongst all, the Kuala Lumpur-Singapore route, being the world’s busiest, is vital for boosting tourism and this partnership is a perfect opportunity to leverage our extensive flight network to strengthen our ties between the neighbouring countries.”

Moreover, Addison Goh, senior director of business development at Gardens by the Bay said, “Gardens by the Bay is honoured to be featured in this collaboration between AirAsia and Singapore Tourism Board. As a horticultural show garden that was most recently voted the top attraction in Asia and eighth best attraction in the world in TripAdvisor’s 2024 Traveller’s Choice Awards, our chief mission is to spread our love for the plant world in new and creative ways to reach out to a broad audience beyond just nature lovers. There is so much that we have to offer visitors to Singapore, and we are excited to be able to share what we do with travellers from around the region.”

Lastly, Jean Choi, chief sales and marketing officer at Mandai Wildlife Group, stated, “We are excited to bring the magic of our wildlife parks to the skies, and in a truly unique way. With ever-evolving experiences from close animal encounters to seasonal events like Night Safari’s 30th Anniversary, there’s always something new to explore in our parks. As part of the “Love, Singapore” campaign, AirAsia customers booking flights to Singapore can enjoy a special promotion on park admissions or take advantage of our value-packed ParkHopper bundle where you can access four parks for the price of two. It’s a perfect time to visit Singapore and immerse in meaningful wildlife experiences.” 

Manila, Philippines – Philippine Airlines (PAL), the flagship carrier of the Republic of the Philippines, has signed a full-year partnership with the Singapore Tourism Board (STB) to promote travel to Singapore. 

The partnership launched a year-long line up of activities highlighting PAL’s world-class flying experience and diversity of experiences that first-time and even repeat travelers can explore and rediscover in Singapore. 

Some activities include a campaign featuring content creators Laureen Uy with husband Miggy Cruz and lifestyle blogger and fashion designer Camille Co, complemented by a limited-time seat sale. With special deals on airfare bundled with accommodation and experiences, travellers are in for a treat. 

In 2023, the Philippines ranked as Singapore’s 6th largest source market for tourism, with nearly 700,000 visitor arrivals, marking an 84% recovery to 2019 visitor arrival numbers. As of June 2024, Singapore has welcomed close to 390,000 Filipino visitors. 

Capt. Stanley Ng, president and chief operating officer at PAL said, “Philippine Airlines is thrilled to once again partner with Singapore. Its dynamic culture has inspired the travels of countless Filipinos across our years of operations. Building on our shared success, we look forward to working together to create more opportunities for more Filipinos to experience how Singapore continues to be a world-class leisure destination.” 

Meanwhile, Melissa Ow, chief executive of STB, commented, “The Philippines is one of Singapore’s key markets and has recovered strongly with the support of longstanding partners like Philippine Airlines. They have been instrumental in reinforcing Singapore’s position as a vibrant lifestyle destination, where ordinary moments are transformed into extraordinary experiences. We are excited to bring our partnership with Philippine Airlines to the next level, and to welcome more Filipino travelers to Singapore soon.” 

Singapore – Singapore Tourism Board has released its latest collaborative travel content, cinematic video, and vlog featuring Mark Tuan of the K-Pop boy group GOT7 to promote the country’s iconic tourist attractions. 

In this collaboration, Mark Tuan released travel contents such as a video and vlog of when he spent his holiday in Singapore, visiting representative tourist spots and hidden charms. The cinematic videos featured diverse sights such as Cloud Forest, S.E.A. Aquarium, Haji Lane, Tanjong Beach Club, HyperDrive, Lau Pa Sat, and the Helix Bridge, along with experiencing various activities and cuisine.

Meanwhile, the vlog highlighted the diverse charms of Singapore, featuring landmarks also seen in the previously released cinematic video. Beginning with Gardens By the Bay, Mark Tuan admired the impressive 30-metre-tall indoor waterfall and the diverse tropical plants in the Cloud Forest. He then visited the S.E.A. Aquarium, where he enjoyed observing over 100,000 marine animals from more than 800 species.

Strolling along Orchard Road, Mark Tuan savoured a local ice cream sandwich before heading to Haji Lane, renowned for its vibrant murals and the iconic Sultan Mosque, where he immersed himself in Singapore’s rich cultural heritage.

Next, at Tanjong Beach Club on Sentosa Island, he unwound with refreshing coconut drinks while taking in the stunning beach scenery. Then, at HyperDrive, he experienced the exhilaration of indoor electric go-kart racing, creating unforgettable memories. Finally, at Lau Pa Sat, he savoured Singaporean local favourites like prawn and chicken satay, adding a delicious finale to his journey.

Talking about the collaboration, Mark Tuan said, “This was a new experience exploring the fascinating attractions of Singapore, trying various activities and foods. I’d like to seize this opportunity to share these special moments of Singapore with my fans.”