Dhaka: The Singapore Tourism Board (STB), along with other agencies, has launched a SGD 45 million marketing campaign to encourage residents of Singapore to take a local holiday – dubbed a “Singapoliday” – and rediscover their home country while supporting local businesses.
“The campaign will offer unique and value-for-money experiences, packages and promotions for locals,” said STB, Enterprise Singapore and Sentosa Development Corporation (SDC) in a media release.
The agencies are partnering local communities, such as foodies, photographers, nature groups and heritage groups, to help locals discover hidden gems.
It is also launching precinct itineraries, beginning with areas like Little India, Sentosa, Chinatown, and Orchard Road, to get residents to explore different parts of the island.
"Singapore has a significant domestic market that is searching for new experiences ... if we're able to capture a slice of what we used to spend overseas for the domestic market, then I think it will be a significant boost to our local tourism industry," said Chan Chun Sing, Minister for Trade and Industry, at a virtual dialogue with tourism industry players on July 22.
"And we will encourage Singaporeans to rediscover Singapore, as we have never seen or experienced before," the minister added.
The initiative comes as the number of tourists visiting Singapore has plummeted. In May, there were 880 visitor arrivals, a year-on-year decline of 99.9 per cent.
As part of efforts to drive local tourism, around 40 businesses have come on board to offer some 80 promotions for attractions, tours, and hotel stays, said the media release. Some of these will be offered in conjunction with Singapore’s 55th National Day on August 9.
For example, there will be a 55 per cent 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.
STB said that the details of these packages, deals and promotions will be available on its SingapoRediscovers website and the VisitSingapore mobile app.
Keith Tan, Chief Executive of STB, said that taken together, the campaign efforts constitute the largest domestic marketing push STB has ever taken. However, he does not expect domestic consumption to cover the SGD 27.7 billion of gross receipts international visitors brought to Singapore last year.