Singapore Tourism Board (STB) and Helloworld Travel Limited (HLO) have signed a three-year Memorandum of Understanding (MOU) to promote Singapore as a preferred travel desBnaBon in Australia and New Zealand.
Commencing 1 April 2025, this agreement will see both partners jointly develop value-for-money packages that combine flights, accommodaBon and experiences to enBce travellers to see the Lion City as more than ‘just a stopover’ desBnaBon and conBnue driving recovery momentum over the next few years.
Singapore conBnues to see strong recovery from the region, with 664,000 Australians and over 90,000 Kiwis visiBng from January to July this year – surpassing 2019’s figures over the same period of Bme.
In addiBon, STB will support Helloworld’s agent upskilling process by ensuring they have access to upto-date informaBon about Singapore offerings through internal training and familiarisaBon trips. As part of the MOU, trade and consumer surveys will also be carried out to be\er understand the needs of travellers in Australia and New Zealand.
The MOU was signed today between STB’s Chief Execu>ve, Ms Melissa Ow, and Helloworld’s Chief Execu>ve Officer and Managing Director, Mr Andrew Burnes AO, at Helloworld’s head office in South Melbourne.
STB Oceania and Helloworld have previously run strategic stand-alone campaigns since 2015, including a recent dedicated Singapore stayover campaign from January to February this year, which saw a 28% increase in room bookings for the same period last year.
Ms Ow said: “Australia and New Zealand have always been and conBnue to be key markets for Singapore as there is high awareness and consideraBon amongst consumers from this region. Our priority is to thus ensure that Singapore remains top of mind amongst travellers and Helloworld has been an important partner in this effort. We are glad to reinforce our longstanding relaBonship through this MOU and leverage Helloworld’s extensive travel network across both countries to provide travellers with more choices to enjoy the diversity of a\racBons and experiences that Singapore has to offer.”
Mr Burnes said: “We are very pleased to be partnering with STB on this three-year partnership, and the Bming couldn’t be be\er, as in November this year we are pleased to be hosBng our annual Helloworld Frontliners Forum in Singapore, bringing together 500 frontline travel advisors for a fourday conference held at the Marina Bay Sands. We will also be offering pre and post famils to further showcase Singapore, a key desBnaBon for our agents, to the conference a\endees.”
The strong recovery in Australian and New Zealand visitor arrivals came on the back of Singapore’s growing pipeline of hotels, dining opBons, a\racBons and experiences. The most notable openings over the past two years alone include Bird Paradise, The Palawan @Sentosa, Mr. Bucket Chocolaterie, Sentosa Sensoryscape, Children’s Museum Singapore and Central Beach Bazaar, as well as accommodaBons such as 21 Carpenter, Artyzen Singapore, The Singapore EDITION and Mercure ICON Singapore City Centre.
