STB rolls out $20m SG50 campaign to combat flagging tourist numbers

It will target seven key markets.

The Singapore Tourism Board (STB) today unveiled a $20m Golden Jubilee campaign to combat the country's flagging tourist numbers.

The campaign involves over 40 tourism stakeholders and will target seven key markets, namely Indonesia, China, India, Philippines, Japan, Korea, and Vietnam.

The Golden Jubilee campaign is launched in time to coincide with the Great Singapore Sale, which will begin on 29 May. 

It runs from May until December and offers tourists attractive airfares, hotel stays, retail experiences, dining deals, and admissions to attractions.

More than 35 hotels have come on board to offer two-night packages with a third night free, while local brands such as Supermama and LOVE SG are offering specially-designed SG50 collectibles.

During the Great Singapore Sale, tourists who spend a minimum of $50 will get a chance to win $500 in the form of a MasterCard pre-paid card, with one winner daily.

Orchard Road's popular Pedestrian Night will also return for a second run from July to December.

“[The Golden Jubilee is] an opportunity for STB to leverage the international attention to ramp up
marketing efforts for destination Singapore,” said Lynette Pang, Assistant Chief Executive of STB’s Marketing Group.