Singapore Airlines (SIA) has penned a new international, multi-million-dollar tourism partnership with the Singapore Tourism Board (STB).

Under the terms of the new deal, SIA and STB will embark on a global marketing campaign focused on attracting both leisure and business travellers to Singapore, plus the lucrative cruise market.

The two companies will invest a total of SG$4 million (US$3.2m) in joint campaigns focused on key visitor source markets across the world, including Australia, China, Germany, India, Japan, the UK and USA. SIA and STB said they will also work on the development of new “exclusive and customised experiences” for travellers.

“Through this complementary partnership, SIA and STB will leverage each other’s consumer and trade insights to ensure that travellers have a more in-depth Singapore experience that meets their needs and wants,” said Lynette Pang, assistant chief executive of STB’s marketing group.

“Consumers already have a strong brand affinity to SIA, and would be able to easily relate to new marketing initiatives and products. Together, we can amplify the Singapore story, and attract more quality visitors,” she added.

SIA, along with its regional subsidiary SilkAir, operates over 490 flights per week from the seven target markets to Singapore, including 226 from China and India alone.

The city is often viewed as a transit destination however, and STB has been keen to increase the average length-of-stay among visitors to the city. This focus saw the SIA and STB join forces in 2013 to launch the Singapore Stopover Holiday (SSH), which was intended to encourage transit travellers to spend more time exploring Singapore.

Source: http://www.traveldailymedia.com