DestinationsThe campaign's second wave sees more tie-ups between tour operators, hotels and attractions to drive year-end holiday bookings.

Bundled promotions: STB's strategy to boost Singapolidays

The Masjid Sultan at the Kampong Gelam district is one of several attractions listed in the bundled tour packages.
The Masjid Sultan at the Kampong Gelam district is one of several attractions listed in the bundled tour packages. Photo Credit: Getty Images/Sean3810

Singapore Tourism Board (STB) has rolled out wave two of its S$45 million (US$33 million) SingapoRediscovers campaign, marking out 10 key precincts as Singapoliday destinations to entice locals to head out and explore more of the country this year-end.

Packed with colour, character and culture, these precincts include Orchard Road, Joo Chiat/Katong, Kampong Gelam and Sentosa, where the lattermost has just launched its Make Time for a Holiday campaign just a week ago.

Hotels, attractions, tour operators as well as retail and dining establishments have all joined the game, putting their heads together to offer around 50 bundled promotions to charm locals into taking a Singapoliday.

Listed on the SingapoRediscovers microsite and the VisitSingapore app, a sample bundle by The Fullerton Hotel Singapore for instance includes a stay at the five-star property, touring the Civic District and parts of Chinatown in a vintage Vespa sidecar, and a one-way sightseeing trip to anywhere in Singapore.

In Kampong Gelam, The Sultan and Tribe Tours joined hands to offer a staycation for the social-media savvy generation, taking guests around the precinct on an Instagram photography tour.

About a quarter of these promotions were curated by travel agents the likes of The Traveller DMC and Gourmet Trails, who have all pivoted business strategies towards the domestic market.

More of such bundled hotel-attraction-tour-retail-dining promotions will be added in the coming months, as more tourism businesses are expected to join this bandwagon — easily applied for on the Tourism Information and Services Hub.

"The SingapoRediscovers campaign has shone the spotlight on domestic tourism, and we have adapted quickly to meet the domestic demand for tourism offerings in Singapore. We are incredibly excited to showcase what Singapore has to offer, even to locals who are familiar with most precincts. There is so much more to discover in Singapore and we hope that residents continue to take advantage of these offerings in the coming months!" said Yvonne Low, executive director, The Traveller DMC.

For those who prefer designing their own Singapoliday, there's the option to do so as well. Picking across the 10 districts and up to three days of touring ideas in each, the microsite will then recommend packages consisting of hotels, attractions, tours, as well as retail and dining establishments.

To gain more traction, STB will roll out a video series called “S.P.I.E.S. (Secret Places in Exciting Singapore)” this month, each episode unearthing lesser-known fun facts of each precinct. Hosted by a different local celebrity each time, the series will be available on STB’s YouTube, Facebook and Instagram platforms.

More video series are in the pipeline, including the interesting “How to not waste your annual leave”, hosted by Chua Enlai and Michelle Chia.

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