SINGAPORE - Changi Airport Group (CAG) and Singapore Tourism Board (STB) will invest a total of $35 million over the next two years to boost visitors numbers to Singapore.
Amid a challenging market environment, the partnership aims to achieve average annual growth of 3-4 per cent in visitor numbers over the next decade, CAG and STB said in a joint release on Wednesday.
International visitor arrivals totalled 15.1 million last year, a 3.1 per cent dip from 2013's 15.6 million, which was a record in visitor arrivals. It was the first time since 2009 that visitor numbers fell.
The present collaboration is the largest strategic partnership between CAG and STB to date.
It will comprise joint marketing campaigns in key markets such as Australia, Indonesia, China and India.
"This initiative aims to shape and enhance long-term global perceptions of both Singapore and the award-winning Changi Airport as destinations in their own right and thereby driving tourist traffic to and beyond Singapore," the two bodies said in the statement.
CAG and STB will rope in travel agents, airlines and cruise liners among other partners to curate relevant packages and itineraries for travellers to experience the allure of Singapore.
In the coming months, the airport and tourism authority will also partner with Singapore Airlines.
Mr Lee Seow Hiang, CAG's chief executive officer, said: "Singapore and Changi Airport have to rise to the challenge of a highly competitive tourism landscape. This partnership will enable CAG and STB to pool our resources and enhance our joint marketing programmes to better capture greater mindshare among tourists to this region."
Mr Lionel Yeo, STB's chief executive said: "Singapore and Changi Airport are known for efficiency. There are many other rich aspects about Singapore as a destination that we would like visitors to know more about and experience for themselves."
"This collaboration is a tremendous opportunity for us to shape global perceptions by showcasing memorable facets of Singapore, and help generate a desire for the Singapore experience," he said.