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Singapore – Australia is “Yours to Explore” Tourism Australia new campaign

singapore-–-australia-is-“yours-to-explore”-tourism-australia-new-campaign
Vivid Sydney 2019City Sparkle illuminating the Sydney Harbour Bridge during Vivid Sydney 2019.

With quarantine-free travel for fully vaccinated citizens from Singapore to Australia commencing from 21 November, Tourism Australia is kicking off a new campaign to encourage Singaporeans to explore Australia.

The Yours to Explore campaign will remind Singaporeans of all the incredible experiences and destinations that await them in Australia for their next holiday.

Tourism Australia Managing Director Phillipa Harrison said Singaporeans who take advantage of the new quarantine-free travel arrangements from 21 November will be amongst some of the first international travellers able to holiday in Australia once again.

“As one of our largest inbound markets, we have long held strong tourism ties with Singapore, so we are really excited to be welcoming our friends from Singapore back to Australia,” Ms Harrison said.

“We are inviting Singaporeans to take the opportunity to relax, reconnect with loved ones, and discover – or perhaps rediscover – some of the lesser-known parts of Australia that make us such an incredible holiday destination.”

Quarantine-free travel between our two countries is also an important step in rebuilding international tourism to Australia, and it also provides a framework for the resumption of inbound travel from other key international markets in time.”

Tourism Australia Regional General Manager South and South-East Asia Brent Anderson said he hopes Singaporeans will jump on the opportunity to fall in love with Australia all over again.

“Re-opening travel has significant benefits for both travel industries as Australia and Singapore have a long history of high and repeat visitation as well as regional spread and strong leisure spend,” Mr Anderson said.

The new $4 million Yours to Explore campaign will start in Singapore on 19 November and is scheduled to run until June 2022 across TV, out-of-home, cinema, online, print, radio and social media, and will be supported by a range of PR and partner activities.

All marketing activity will be amplified via partnerships with airlines, State and Territory Tourism Organisations and key distribution partners in the Singapore market.

Tourism Australia is working with a range of key distribution partners to maximise opportunities to drive bookings and recovery for Australia’s hard-hit tourism economy. Partners include Chan Brothers, UOB Travel, Dynasty Travel and CheapTickets.sg who will provide tactical offers aimed at stimulating travel to Australia from Singapore. Tourism Australia is also partnering with Klook.com to offer Singaporeans a range of amazing travel experiences they can book before or during their trip in Australia.

Chan Brothers Group Managing Director Anthony Chan said: “Australia’s reopening to Singaporean leisure travellers is another step in the right direction of leisure tourism recovery. The land down under offers a myriad of travel experiences and appeals to a large group of holidaymakers and diverse traveller profiles, and we are positive that our suite of new Australia tours will satisfy our customers’ needs, whether they are looking for safer and smarter group tours, self-drive packages or thematic and novel travel experiences featuring holiday homes, glamping experiences and more.”​

CheapTickets.sg Head of Partnerships Laura Elford said: “CheapTickets.sg is excited to start promoting bookings to Australia again and bringing our customers back to this fantastic destination. We have been creating and curating new destination inspiration and self-drive itineraries for those who are looking to explore Australia and this fantastic destination to experience the coastal cities, hidden beach gems, inspiring viewpoints and of course a lot of great food joints to check out.”

Dynasty Travel Chief Executive Officer Clifford Neo said: “With the help of large-scale vaccination programs and new norms rolling out, the tourism sector is inching its way back to recovery, and the restart of tourism will help kick start recovery and growth for destination Australia. There are emerging travel trends as customers are traveling in smaller private group size with family and friends requesting personalized service and flexible booking terms and conditions. A recent survey conducted with Dynasty Travel’s database revealed that 55 per cent are keen to travel within two months when the borders are open.”

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Tourism Australia is also partnering with Singapore Airlines and Qantas to support the recovery of the airline industry and recommence services into Australia in the coming months.

Travel deals and specials available from the campaign partners can be found at https://www.australia.com/en-sg/deals-and-travel-packages.html

TRAVELLING TO AUSTRALIA

·       From 21 November, fully vaccinated Singaporean citizens can now travel by air to Australia quarantine-free, without applying for a travel exemption.

·       Eligible Singaporean citizens who are fully vaccinated can enter NSW, VIC and ACT and will not be required to quarantine. If you are planning on travelling onwards to or through a different state or territory when you arrive in Australia, you need to check domestic travel restrictions.

·       To be eligible, travellers must:

MARKET PROFILE

  • Singapore is Australia’s sixth largest source market for international visitation and seventh most valuable for spend.
  • Of the 10.7m Singaporeans who travelled internationally during 2019, 479,000 travelled to Australia, making up 5 per cent of all Australia’s international arrivals.
  • 82% per cent of Singapore leisure travellers are repeat visitors to Australia, in which 72% have visited the country more than twiceThis familiarity with our country is a huge strength, and an opportunity to encourage them to explore new and less familiar Australian destinations.
  • Total expenditure by Singapore travellers equated to $1.53 billion of which $837 million was spent by leisure travellers alone. On average they spend $2,624 per trip and $269 per night, the second highest market behind the US.
  • Singapore travellers spend on average 8 nights holidaying in Australia of which 44% are spent in regional areas.  (International Visitor Survey YE Dec 2019).
  • 40% of visitors from Singapore in 2019 visited two or more cities or regions in Australia. Victoria was the most visited city followed by WA, NSW, QLD (International Visitor Survey YE Dec 2019)
  • Source: Australian Bureau of Statistics- International Visitor Survey YE Dec 2019.

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