The partnership will see the organisations investing S$20 million to boost the Singapore experience to leisure, business and MICE audiences in more than 15 markets worldwide.

Singapore Airlines (SIA), Changi Airport Group (CAG) and Singapore Tourism Board (STB) are collaborating in a two-year partnership to strengthen tourism in Singapore.

According to a joint press release by SIA, CAG and STB on Tuesday (Jun 30), the partnership is the largest collaboration among the three partners to date. The partnership will see the organisations investing S$20 million to boost the Singapore experience to leisure, business and Meetings, Incentive Travel, Conventions and Exhibitions (MICE) audiences in more than 15 markets 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, said the press release. 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,” 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,” said Mr Lee Seow Hiang, chief executive officer of Changi Airport Group.

A Singapore Stopover Premium package, which is an upgraded version of the Singapore Stopover Holiday, will be introduced. Targeted at premium leisure and business travellers, the package includes stays in selected five-star hotels with breakfast and Wi-Fi, priority hotel check-in services and private transfers, privileges such as spa discounts or shopping vouchers, and access to leisure experiences across the island.

Another key feature is the enhanced Free Singapore Tour. This programme brings transit passengers on a free guided tour of Singapore’s landscape, heritage attractions and city skyline.

The upgraded programme includes longer itineraries that cover more iconic sights, photo stops, additional tour timings across day and night, and the introduction of seasonal editions during festive periods. For example, tours would include Orchard Road during Christmas and Little India during Deepavali.

Mr Lionel Yeo, chief executive of the Singapore Tourism Board, said: “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.”