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Singapore is launching a US$32.4 million (S$45 million) domestic tourism campaign to persuade its people to look at the island nation with fresh eyes, as it looks to boost the local economy as the Covid-19 pandemic keeps borders closed.
The hope is that Singaporeans will inject a fraction of the $34 billion they spent on international travel in 2018 into the domestic market.
In launching the campaign, the country’s largest so far aimed at the local audience, Singapore follows the likes of Vietnam, Thailand and Japan who have looked inward in an attempt to resuscitate their tourism industries while global travel remains at a standstill.
At the campaign’s launch, Minister of Trade and Industry Chan Chun Sing said the industry had to be realistic and realise mass market tourism was unlikely to recover in the near term without the discovery of a vaccine, or the availability of rapid and affordable test kits.
But there was opportunity in the local market, Chan said, contrasting Singaporeans’ expenditure on overseas travel in 2018 with the $27 billion the country made in tourism receipts in the same year.
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