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Singapore to boost tourism with US$60m campaign

Singapore Tourism Board has unveiled details of its S$90 million or U$$60 million initiative to raise the country’s tourism. The BOOST (Building On Opportunities to Strengthen Tourism) Campaign has developed to target both leisure travellers, as well as business and MICE visitors this year. The Board is currently working with more stakeholders including airlines such as Singapore Airlines, travel agents, travel portals such as Zuji, attractions and retailers to develop more offers. STB is offering a cost-sharing incentive under this campaign. Businesses can receive co-funding support for advertising and promotion, as well as leverage STB’s extensive global network to jointly market the deals. 

STB will place emphasis on four major regional markets - China, India, Indonesia and Malaysia - and one emerging market, Vietnam. Within these markets, key customer segments targeted include Free and Independent Travellers (FIT), group travellers and MICE visitors. Given the large flow of stopover traffic at Changi Airport, STB will also focus on stopover travellers from Australia, Germany and the UK.

Singapore has projected 9.5 million arrivals in 2009, a drop from the 10.1 million in 2008. Tourism spending is expected to fall to S$12.5 billion (US$8.3 billion), from S$14.8 billion (US$9.8 billion) last year.

As per the information avaialable, the Board has got plans for using Facebook in its latest marketing campaign over the next three months to give out S$500,000 (US$300,000) worth of free air tickets to Singapore.