Singapore Airlines and South Australian Tourism join forces

Singapore Airlines and the South Australian Tourism Commission (SATC) today signed a Memorandum of Understanding (MoU) to jointly promote tourism and boost visitor numbers to South Australia. The signing of the MoU coincides with the launch of Singapore Airlines’ fifth weekly service to Adelaide, the state’s capital city.

Under the agreement, both Singapore Airlines and SATC will jointly fund marketing campaigns, actively promote inbound tourist traffic to South Australia and build awareness of the launch of Singapore Airlines’ five weekly services to Adelaide. Familiarisation trips to South Australia and local promotional activities, such as roadshows, will be conducted for consumers and trade media in key markets like Singapore, France and Italy, and in growing markets like China, Hong Kong, Taiwan and Scandinavia.

Singapore Airlines’ Executive Vice President for Marketing and the Regions, Mr. Huang Cheng Eng commented, “The fact that we are signing a third MoU in less than a year to jointly promote tourism in Australia shows that we are deeply committed to our presence in Australia, and we are keen to play a more active role in the country’s tourism and travel industry through strategic partnerships aimed at long-term and sustainable tourism growth.

“South Australia has much to offer visitors as a unique travel experience, and is world renowned for its food and wine products. I am sure with the launch of our fifth weekly service to Adelaide and with SIA’s extensive global presence, we will encourage more tourists to visit South Australia.”

SATC’s Chief Executive, Mr. Bill Spurr said, “SATC is delighted to be working with Singapore Airlines to promote tourism to South Australia in many of our key international markets. Singapore Airlines offers great connections via Singapore to Adelaide from these markets and is renowned for their service. We are proud to be associated with a company that is so integral to international tourism in South Australia.”

Singapore Airlines also signed a MoU with the Queensland Government in March this year to boost tourism in Queensland. The signing marked the first time Singapore Airlines has signed a MoU with an Australian state to jointly promote tourism.

A second MoU was signed earlier this month between Singapore Airlines and Tourism Australia to market Australia as an attractive tourist destination. That overarching agreement is worth S$15.5 million (A$12 million) over three years.