Singapore Airlines and the Singapore Tourism Board have announced a new partnership aiming to increase the number of tourists visiting from the UK.
The pair will jointly look to market to the leisure, cruise and business markets by developing new products together.
The UK targeting is part of a SG$4 million (GBP1.8m) campaign that will also focus on Australia, China, Germany, India, Japan and the USA.
SIA and the STB have previously worked together on stopover packages which have seen double-digit growth in bookings year-on-year.
“Through this complementary partnership, SIA and STB will leverage each other’s consumer and trade insights to ensure that travellers have a more in-depth Singapore experience that meets their needs and wants,” said Lynette Pang, STB’s assistant chief executive, marketing group.