Singapore expands Australian tourism tie-in

Singapore Airlines and the South Australian Tourism Commission (SATC) are to expand their joint promotion of South Australia and boost tourist arrivals there.Both parties agreed to commit A$300,000 (almost Sin$356,600) each; more than double the original commitment of A$135,000, and to extend the existing Memorandum of Understanding (MoU) for a further one year till October 31 2007.

Under the agreement, signed on October 31 2005, Singapore Airlines and SATC will jointly fund marketing campaigns, actively promote inbound tourist traffic to South Australia and build awareness of Singapore Airlines’ daily service to Adelaide.

With the success of the joint marketing campaign undertaken by Singapore Airlines and SATC to date, both parties have agreed to extend the partnership and the term of the MoU. The additional resources will be channeled to expand the promotional activities to more markets like the United Kingdom, Germany, Switzerland, Japan, Malaysia and India. South Australia is now actively promoted in Singapore, France, Italy, China, Hong Kong, Taiwan and Scandinavia.

“The extension of the MoU with the South Australian Tourism Commission and the greater outlay of resources reaffirm Singapore Airlines’ commitment to growing tourism to South Australia. We are confident that, with the joint marketing initiatives, our daily flights to Adelaide and our extensive network, we can bring in even more tourists into South Australia,” said Mr Huang Cheng Eng, Singapore Airlines’ Executive Vice-President for Marketing and the Regions.

“We are delighted that Singapore Airlines recently introduced daily flights to Adelaide, and are looking forward to continuing the close relationship to jointly promote South Australia internationally as a compelling destination,” added Bill Spurr, Chief Executive, South Australian Tourism Commission.


Singapore Airlines has played an active role in Australia’s tourism industry. This MoU is one in a series of joint efforts the Airline has undertaken with its partners in Australia. In March 2005, Singapore Airlines signed a similar MoU with the Queensland Government to boost tourism in the state . An umbrella MoU was signed with Tourism Australia in October 2005 to market Australia as an attractive tourist destination to holiday makers from across the world. Aside from joint promotional activities, these agreements also represent significant commitment of resources by Singapore Airlines to promoting Australia overseas.

Singapore Airlines operates a total of 87 weekly flights to various destinations in Australia, including seven weekly services to Adelaide, 21 weekly services to Melbourne and Sydney each and 19 weekly services to Perth and Brisbane respectively.