FCTGs collaborative efforts through this partnership will effectively make them tourism ambassadors of Singapore given how it values Singapore as a major player in the Asia-Pacific travel market
On 30 March 2023 the Singapore Tourism Board (STB) and Flight Centre Travel Group Limited (FCTG) signed a three-year multi-million-dollar Memorandum of Understanding (MOU) to drive increased visitation to Singapore via FCTG’s global network. The MoU encompasses Flight Centre Travel Group’s brands in Australia, New Zealand, United Kingdom, USA, Canada and South Africa.
This is FCTG’s first global agreement with a destination partner since the pandemic, which will see both partners teaming up to jointly promote Singapore in Australia, New Zealand, United Kingdom, USA, Canada and South Africa. In addition to mono-destination holiday packages, dedicated “stayover” packages will be developed to entice visitors to stay and experience Singapore before continuing their long-haul journey.
Aside from joint marketing campaigns, the partnership will also set aside support for FCTG consultants to deepen their knowledge about Singapore through training and familiarisation experiences. These efforts will equip agents with up-to-date information about Singapore and effectively make them tourism ambassadors of Singapore, sharing their experience and knowledge with prospective travellers around the world.
The announcement was formalised on March 30, 2023 with the signing of the MOU between FCTG’s Chief Executive Officer, Mr. Graham Turner, and STB’s Chief Executive, Mr. Keith Tan, in FCTG’s head office in Brisbane.
Mr Graham Turner said “This MOU underscores just how much FCTG values Singapore as a major player in the Asia-Pacific travel market. Now that more of the region’s carriers have resumed routes through Singapore, FCTG is excited to work with STB to cast the limelight back on the city and remind the world just what a spectacular travel destination Singapore is.”
Mr. Keith Tan said, “I am thrilled with this partnership as it enables STB and FCTG to boost tourism recovery around the world. With such a valuable and strategic partner, STB will be able to showcase the many new hotels, experiences and attractions that have been launched in the past few years, so that travellers can experience even more of our beloved Singapore – our City in Nature.”
FCTG is an important industry partner, having run joint tactical campaigns with STB over the years and inviting Singapore to participate in global Flight Centre events. Singapore has long been a top-five market for visitors from Australia and New Zealand due to its traditional stopover status on the way to Europe and the many shared passions between countries. Since borders reopened last year, both markets have made a strong recovery and are expected to revert to pre-COVID levels in 2024, barring extenuating global conditions.
As an evolving destination that constantly presents new products for visitors, Singapore has welcomed a raft of new attractions and openings in the past 12-18 months. Most notably, this includes multiple attractions on Sentosa island, including the Central Beach Bazaar, Skyhelix and Scentopia, in addition to a selection of new openings on the mainland, such as Mr Bucket Chocolaterie, and cultural spaces like the Children’s Museum Singapore.
Sourced from Singapore Tourism Board site
