Singapore Tourism Board, Grab Launch Campaign to Diversify Visitor Spending
The Singapore Tourism Board (STB) and Grab have initiated a three-month marketing campaign. This effort aims to encourage South-east Asian visitors to explore more of Singapore and increase their overall expenditure across varied tourism precincts. The campaign, running from August to October, builds upon a prior memorandum of understanding between the entities.
New Campaign Targets Broader Visitor Exploration
The Singapore Tourism Board (STB) and Grab have launched a three-month marketing campaign. This initiative encourages visitors from South-east Asia to explore more of Singapore. Its primary goal is to increase visitor spending across a wider array of tourism precincts and businesses. The campaign runs from August to October this year.
It expands upon a memorandum of understanding signed last year. That agreement established joint marketing, data sharing, tourism product development, and support for leisure and business events. An enhanced Singapore Grab Travel Pass forms a central component of this new effort. It includes additional ride vouchers designed to facilitate travel to diverse areas.
Enhanced Grab Travel Pass Details
The enhanced Singapore Grab Travel Pass now features two new ride vouchers. One voucher provides discounted transport to specific tourism precincts. These locations include Katong-Joo Chiat, Mandai, and Sentosa. The second voucher offers reduced fares for trips to and from nightlife districts. These areas comprise Clarke Quay and Boat Quay.
Discounts apply during evening hours, from 19:00 to 04:00. This initiative seeks to draw visitors beyond Singapore's central areas. It promotes the exploration of local neighbourhoods, attractions, and evening activities. The campaign also complements STB's separate “We Don’t Wait For Fun” initiative. That programme targets Millennials, Gen Z travellers, and families.
Strategic Marketing and Future Implications
Targeted digital advertising will run across key South-east Asian source markets. This advertising aims to reach travellers planning their Singapore trips. Upon arrival, visitors will receive in-app prompts via Grab. These prompts highlight the enhanced Singapore Grab Travel Pass and its specific offers.
STB notes the partnership leverages Grab's extensive reach throughout South-east Asia. The collaboration intends to combine destination messaging with practical travel benefits. This approach encourages visitors to explore more areas and increase their spending. The three-month campaign will demonstrate the effectiveness of incentivising broader visitor movement. Its outcomes could shape future strategies for distributing tourism revenue across Singapore's economy.
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