Singapore Tourism Board, Changi Airport Group and Singapore Airlines will plough $32 million into a renewed three-year agreement aimed at enticing more inbound visitors to the city-state, with the MICE sector considered a key source of growth.

Joint marketing efforts will focus on promoting Singapore as a stopover or “twinning” (travel to two locations in one itinerary) destination to travellers.

“Another focus area for the partnership is the broadening of a marketing program to woo business and MICE visitors,” the parties said.

Singapore Tourism Board chief executive Lionel Yeo said the collaboration was a prime example of how the organisation partnered with industry players for tourism success.

“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 tripartite partnership will be implemented via the updated Singapore MICE Advantage Programme (SMAP) that launched in March. STB said the joint initiative aimed to provide a “differentiated and seamless Singapore business event experience for MICE partners and visitors.

Among the benefits of SMAP are flight privileges with Singapore Airlines Group, including up to five complimentary Economy class tickets on SQ (subject to a minimum spend on airfares); additional check-in baggage allowance of 10kgs; and “value fares” on Singapore Airlines and Scoot from all major Australian cities.

There are also program benefits at Changi Airport (complimentary welcome desk to greet delegates and shopping/dining vouchers), ground privileges with Uber, premium arrival & departure services at JetQuay and Business Events in Singapore (BeiS) grants and advice on event venues & social activities through STB.

Changi Airport Group’s CEO Lee Seow Hiang said the existing arrangement had reaped encouraging results, adding “this second collaboration strengthens all parties’ efforts to raise awareness of Singapore as a stopover point and as a destination”.

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