Singapore prepares major tourism drive for Golden Jubilee

The Merlion Statue and Marina Bay Sands (photo by Ronnie Chua)
The Merlion Statue and Marina Bay Sands (photo by Ronnie Chua)

Singapore is hoping to give its tourism sector a lift this summer, with the launch of a major campaign to attract visitors for the country’s Golden Jubilee.

The Singapore Tourism Board (STB) confirmed today that more than 40 tourism stakeholders have come together to create a series of deals and experiences, as part of a SG$20 million (US$15m) marketing campaign targeting seven Asian markets.

This summer’s Golden Jubilee will mark the 50th anniversary of Singapore’s independence.

“2015 is not only a tremendous milestone for Singapore, but also an opportunity for STB to leverage the international attention to ramp up marketing efforts for destination Singapore,” said Lynette Pang, assistant chief executive of the STB’s marketing group. “We invited the tourism industry to partner us on this opportunity, and the response from across the various tourism industries has been heartening.”

From May to December 2015, visitors will be offered a range of promotional airfares, hotel stays, retail offerings, dining deals and discounted admissions to attractions. More than 35 hotels have already committed to offering a ‘pay two, stay three’ offer, while children will be able to access certain Singaporean attractions free of charge.

The Great Singapore Sale is also returning, offering a range of deals and discounts at shopping malls and department stores. And the main Orchard Road shopping area will be pedestrianised on the first Saturday of every month from July to December this year.

“SG50 is a once-in-a-lifetime event for Singapore and has caught the interest of the world, placing us on numerous lists of top places to visit. With the exciting Golden Jubilee campaign, we look forward to celebrating this milestone with both locals and international visitors,” Ms Pang added.

The celebrations could help lift Singapore’s subdued tourism arrivals. For the first quarter of 2015, the country welcomed just 3.64 million overseas visitors, 6.1% fewer than in Q1 2014.

The Golden Jubilee campaign will be marketed in Indonesia, China, India, Philippines, Japan, Korea, and Vietnam.

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