Helloworld Travel Limited (HLO) and the Singapore Tourism Board (STB) will look to make one of the world’s most exciting cities even more enticing after the two parties signed a three-year Memorandum of Understanding (MOU) to promote Singapore as a preferred destination.
From April 2025, the partnership will create travel packages for Australians and New Zealanders combining flights, accommodation and experiences to position Singapore as more than just a stopover.
Singapore has seen a strong recovery from Australasia, with over 664,000 Aussies and 90,000 Kiwis visiting from January to July this year. This exceeds 2019 figures over the same period.
The agreement includes travel advisor training, including famils, and surveys to understand regional travellers.
The MOU, signed by STB CEO Melissa Ow and Helloworld CEO Andrew Burnes AO in Melbourne, aims to sustain the strong recovery in visits from Australians and Kiwis seen in early 2024.
STB Oceania and Helloworld have partnered on strategic campaigns since 2015, including a Singapore stayover campaign from January to February this year that resulted in a 28% increase in room bookings compared to the same period last year.
“Australia and New Zealand have always been and continue to be key markets for Singapore as there is high awareness and consideration amongst consumers from this region,” Ms Ow said.
“Our priority is to thus ensure that Singapore remains top of mind amongst travellers and Helloworld has been an important partner in this effort.
“We are glad to reinforce our longstanding relationship through this MOU and leverage Helloworld’s extensive travel network across both countries to provide travellers with more choices to enjoy the diversity of a\racBons and experiences that Singapore has to offer.”
The Helloworld boss added that “the timing couldn’t be better, as in November this year we are pleased to be hosting our annual Helloworld Frontliners Forum in Singapore, bringing together 500 frontline travel advisors for a four-day conference held at the Marina Bay Sands”.
“We will also be offering pre and post-famils to further showcase Singapore, a key destination for our agents, to the conference attendees,” he remarked.
The recovery in Australian and NZ travellers to Singapore has been driven by the recent expansion of hotels, dining options, attractions, and experiences including Bird Paradise, Sentosa Sensoryscape, Children’s Museum Singapore and Central Beach Bazaar, along with new stays like 21 Carpenter, Artyzen Singapore and Mercure ICON Singapore City Centre.
Earlier this year, STB ambassador and comedian Jimmy Rees starred in a continuation of the ‘Find Yourself in Singapore’ campaign that targeted first-time Aussie travellers along with repeat visitors.
For more info, head to visitsingapore.com
