Singapore’s attractiveness as a tourist gateway is set to be elevated under a new S$5m ($3.8m) initiative.

Singapore Tourism Board (STB), Qantas and Changi Airport Group (CAG) have penned a three-year Memorandum of Understanding (MOU) to promote the island country as a destination and gateway to Asia, Europe and Australia.

This will be carried out via a series of joint marketing campaigns in Australia, the UK and Southeast Asia on Qantas services to Singapore.

PROFILE RAISING

The resumption of Qantas’ Sydney to London services through Singapore (effective 25 March) will add a timely boost to passenger volumes travelling to the destination from key markets such as the UK and Australia.

From April, the carrier will operate more than 50 return services to Changi each week.

Qantas Group CEO Alan Joyce said: “Singapore is Qantas’ largest hub outside of Australia. It is a cornerstone city in our international network strategy and plays an important role in our ability to respond to the incredible growth we are seeing in travellers from Asia.

“The deal will allow Qantas to better leverage our powerful partner network in the region, which includes three Jetstar branded carriers that connect to our flights through Changi, providing more destinations for more customers.”

CAG CEO Lee Seow Hiang praised the partnership as helping to raise awareness of Singapore as an important transit and destination point.

Invariably, the tie-up will spell a good opportunity for retail operators, including The Shilla Duty Free at the airport and DFS Group at its airport and downtown locations, to strengthen their respective businesses.

The 16m-capacity Terminal 4 opened in September, unveiling 81 new retail and F&B units including core duty free areas for DFS Group and the Shilla Duty Free.

As such, Changi Airport will be keen to build on its concession revenue haul this year, having hit S$2.5bn ($1.9bn) in 2017.

“With Jewel Changi Airport set to open in 2019, this new partnership will strengthen efforts to raise awareness of Singapore as a compelling transit point as well as an exciting destination in its own right, which is a win for all,” said Seow Hiang.

Echoing his comments, STB CEO Lionel Yeo said: “This new partnership builds on STB’s approach of cultivating strategic partnerships with airlines and industry partners to promote Singapore, grow visitor arrivals and achieve tourism success.”