In a move that might have made the Merlion blush with pride, the Singapore Tourism Board (STB) Oceania has once again thrown its arms around Western Australia’s travel trade with an exuberant affair dubbed SingapoReconnect. This high-spirited soirée took flight at The Aviary in Perth last night.

With visitor numbers from the west already soaring past last year’s benchmarks like a Scoot Dreamliner on full throttle, the STB isn’t merely riding the wave – it’s steering it, reinforcing its deep-rooted ties with a market that’s proving to be more loyal than a kopi regular at a hawker centre.

The exclusive event, attended by more than 70 travel industry professionals, including movers and shakers from the MICE, media, and retail sectors, saw ten Singapore-based tourism powerhouses in Perth, each armed with a mission to update, connect, and inspire.

Merli Dollars, Repeat Travellers & a Whole Lot of Heart

This year’s SingapoReconnect didn’t just offer the usual handshake and business card exchange. No, the STB added a cheeky twist – gamification. Attendees were issued ‘Merli dollars’ and gift coupons (named after Singapore’s endearing lion-fish mascot) to engage with exhibitors and vie for prizes, including return flights, swanky hotel stays, and uniquely Singaporean experiences. Think of it as the Amazing Race, minus the cameras, but with better catering and more travel agents.

And all this joviality wasn’t without substance. According to Kimberly Spykerman, the ever-gracious Area Director Oceania at STB, “Western Australia has an advantage when it comes to Singapore. We’re in the same time zone, and the flight’s barely long enough to finish your second in-flight wine. It’s easy, it’s close, and let’s face it – Singapore’s always worth revisiting.”

She’s not wrong. Western Australians are enamoured with the Little Red Dot. In 2024, out of the 1.1 million Aussies who landed in Singapore, 216,000 hailed from WA. That’s a tidy 7% increase year-on-year. More impressively, nearly half of those (101,000) were repeat visitors. Not just curious first-timers – but folks coming back for another round of laksa, rooftop bars, or maybe even another spin on the Sentosa Luge.

And if early 2025 figures are anything to go by, the momentum isn’t slowing. In the first half of this year alone, WA arrivals have already hit 119% of last year’s total – a growth trajectory that would make the Gardens by the Bay’s Supertrees look stunted.

Strategy 2040: From Cruise Hubs to MICE Magnets

But it’s not just about short-term wins. Spykerman outlined STB’s broader vision under its Tourism 2040 strategy – a long-term blueprint that’s as ambitious as it is refreshingly pragmatic. Think revamping the beloved but aging Orchard Road precinct, reimagining Sentosa into a playground of the future, and doubling down on the MICE sector to cement Singapore’s status as a global meetings hub.

There’s also an expansion underway at the Marina Bay Cruise Centre – a timely move considering cruising’s renaissance in the Asia-Pacific – and investment in training and tourism infrastructure designed to serve visitors and locals alike. It’s an innovative, inclusive tourism model that Australia’s planners might observe well.

“As the third largest market for Singapore from Australia, we look forward to continuing our collaboration with the WA trade community,” Spykerman added, confident that the relationship – like a well-poured Singapore Sling – will only get stronger with time.

The Stars of the Show

Representing Singapore’s best in tourism and hospitality were ten standout industry partners, each adding flavour to the evening’s proceedings:

1. Amara Singapore – Business-friendly with a soft touch of luxury

2. Far East Hospitality – A familiar name with a diverse range of stays

3. Mandai Wildlife Group – Home to the famed Singapore Zoo and the new bird park

4. Marina Bay Sands – Where opulence meets infinity pool

5. Scoot – Budget-friendly flying with bold branding and cheeky charm

6. Sentosa Development Corporation – Keepers of Singapore’s island playground

7. Shangri-La Group – Luxury hotels that make you want to check in forever

8. Singapore Airlines – Need we say more? The gold standard in air travel

9. Skyline Luge Sentosa – Go down a hill, and want to do it all again

10. Tour East Singapore – The behind-the-scenes magicians of seamless travel

WA: Still a Gem in Singapore’s Crown

Let’s not understate the strategic value of WA in all this. With its proximity, shared time zone, and high disposable income among its outbound travellers, WA is perfectly positioned to remain a key contributor to Singapore’s inbound success. And when nearly half your guests are repeat visitors, you know you’re doing something right.

It also reflects a mature travel relationship built on ease, access, and a consistent ability to surprise. Despite being compact, Singapore always seems to have something new – eco-attractions, Michelin-starred hawker fare, or AI-powered airport experiences at Changi.

A Partnership Worth Celebrating

At the end of the evening, amidst the glow of The Aviary’s rooftop lights and the satisfied chatter of guests comparing notes and planning their next famils, one thing was clear: Singapore and Western Australia are in it for the long haul. And if SingapoReconnect 2025 is any indication, the love affair is not just continuing – it’s going First Class.

By Soo James

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