The Singapore Tourism Board (STB) and Helloworld Travel Limited (HLO) have inked a three-year Memorandum of Understanding (MOU) to promote Singapore as a preferred travel destination for Australians and New Zealanders.

The agreement, set to commence on 1 April 2025, will see both partners jointly develop value-for-money packages that combine flights, accommodation, and experiences to entice travellers to view Singapore as more than just a stopover destination.

Singapore has witnessed a strong recovery from the region, with 664,000 Australians and over 90,000 Kiwis visiting from January to July this year, surpassing 2019's figures for the same period. The partners aim to capitalise on this momentum by offering up-to-date information about Singapore's offerings through internal training and familiarisation trips.

STB and Helloworld have previously run strategic stand-alone campaigns since 2015, including a dedicated Singapore stayover campaign from January to February this year, which saw a 28% increase in room bookings for the same period last year.

"Australia and New Zealand have always been and continue to be key markets for Singapore as there is high awareness and consideration 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 relationship through this MOU and leverage Helloworld’s extensive travel network across both countries to provide travellers with more choices to enjoy the diversity of attractions and experiences that Singapore has to offer," said STB’s Chief Executive, Melissa Ow.

In November this year, Helloworld will host its annual Helloworld Frontliners Forum in Singapore, bringing together 500 frontline travel advisors for a four-day conference held at the Marina Bay Sands. Pre and post familiarisation trips will be offered to further showcase Singapore, a key destination for their agents, to the conference attendees.

"We are very pleased to be partnering with STB on this three-year partnership, and the timing couldn’t be better, as in November this year we are pleased to be hosting our annual Helloworld Frontliners Forum in Singapore, bringing together 500 frontline travel advisors for a four-day conference held at the Marina Bay Sands. We will also be offering pre and post famils to further showcase Singapore, a key destination for our agents, to the conference attendees," said Helloworld’s Chief Executive Officer and Managing Director, Andrew Burnes AO.

Singapore's growing pipeline of hotels, dining options, attractions, and experiences have contributed to the strong recovery in Australian and New Zealand visitor arrivals. This partnership between STB and Helloworld is poised to further boost tourism in the region.