The Singapore Tourism Board (STB) has partnered with Helloworld Travel Limited (HLO) in a new three-year Memorandum of Understanding (MOU) aimed at boosting Singapore’s appeal among travelers from Australia and New Zealand. The agreement, set to take effect on April 1, 2025, will focus on developing attractive travel packages that include flights, accommodation, and experiences, positioning Singapore as more than just a transit point.
This collaboration comes on the heels of a robust recovery in visitor numbers from the region. From January to July of this year, Singapore welcomed 664,000 Australians and over 90,000 New Zealanders, surpassing the figures from the same period in 2019. The new initiative seeks to build on this positive trend by providing updated information on Singapore’s offerings through internal training and familiarization trips.
The STB and Helloworld have previously executed successful stand-alone campaigns since 2015, including a targeted stayover campaign earlier this year that resulted in a 28% increase in room bookings compared to the previous year.
Melissa Ow, Chief Executive of STB, commented on the partnership, “Australia and New Zealand have consistently been vital markets for Singapore, given the high level of awareness and interest from consumers in these regions. Our goal is to keep Singapore top of mind for travelers, and Helloworld has been a crucial partner in this endeavor. We are pleased to strengthen our long-standing relationship through this MOU, leveraging Helloworld’s extensive network to offer travelers a diverse range of attractions and experiences in Singapore.”
Additionally, in November, Helloworld will host its annual Helloworld Frontliners Forum in Singapore, gathering 500 frontline travel advisors for a four-day conference at Marina Bay Sands. The event will include pre- and post-conference familiarization trips designed to highlight Singapore’s attractions and further engage travel agents.
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