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Singapore gives local tourism a boost with a $45m marketing war chest

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By Shawn Lim | Reporter, Asia Pacific

July 23, 2020 | 3 min read

Singapore has launched a S$45 million marketing push to encourage locals to take a holiday within the country to help them cope with the travel restrictions in place around the world because of the Covid-19 pandemic.

The campaign, called ‘Singapoliday’, will last over the next nine months and will be led by the Singapore Tourism Board (STB), Enterprise Singapore and Sentosa Development Corporation.

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The tourism industry contributes 4% to Singapore’s gross domestic product and it has been badly affected by the pandemic.

The tourism industry contributes 4% to Singapore’s gross domestic product and has been badly affected by the pandemic. Singapore’s ‘circuit breaker’, effectively a lockdown, ended on June 2.

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However, attractions have only just reopened and 80 hotels are just starting to take guests for staycations this month. That has seen the likes of Resorts World Sentosa, one of the largest tourism employers here, laid off staff as part of cost-cutting measures.

What will the campaign do?

  • The agencies are partnering with local communities, such as foodies, photographers, nature groups and heritage groups, to help locals discover hidden gems.
  • There will be precinct itineraries, beginning with areas like Little India, Sentosa, Chinatown, and Orchard Road, to get residents to explore different parts of the island.
  • 40 businesses have come on board to offer some 80 promotions for attractions, tours, and hotel stays. Some of these will be offered in conjunction with Singapore’s 55th National Day on Aug 9.
  • There will be a 55% discount on Changi Experience Studio tickets and on Singapore Cable Car Sky Passes, as well as 1-for-1 deals at attractions like Wild Wild Wet and Madame Tussauds.
  • Some hotels are offering staycation deals packaged with local tours, while local tour companies will be tailoring their tourist offerings to appeal to locals. Sentosa will also be offering a range of promotions and staycation packages.

“The campaign will offer unique and value-for-money experiences, packages and promotions for locals,” said the government agencies in a joint statement.

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