SINGAPORE - Singapore Airlines, Changi Airport and the Singapore Tourism Board will spend $20 million over the next two years to jointly market Singapore as a tourism destination.

This is the largest collaboration among the three partners to date, they said in a joint statement on Tuesday.

The campaign will boost efforts to not just attract leisure travellers but also the business and meetings, incentives, conventions and exhibitions (Mice) segments from more than 15 markets worldwide.

"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' chief executive, Mr Goh Choon Phong.

The tie-up will include a new product, the Singapore Stopover Premium package, targeted at premium leisure and business travellers. It includes stays in selected five-star hotels, priority hotel check-in services and private transfers, discount vouchers and access to attractions across the island.

An existing tour that takes transit passengers on a free guided tour of Singapore has been enhanced, as part of the partnership. The itinerary is longer, from two hours previously to two and a half hours, and covers more attractions such as Gardens by the Bay and Kampong Glam. Seasonal editions of the tour during festive periods, such as tours of Orchard Road during Christmas, have also been added.

"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," said Mr Lionel Yeo, chief executive of the Singapore Tourism Board.

He added: "To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry."