The Singapore Tourism Board (STB), Enterprise Singapore, and Sentosa Development Corporation have unveiled a SGD45 million (US$32.5 million) initiative to jumpstart domestic tourism in the aftermath of the COVID-19 pandemic.
Branded “SingapoRediscovers,” the campaign aims to support local lifestyle and hospitality businesses while encouraging citizens and residents to explore new sides of their own country. Officials say it is the largest domestic tourism effort in Singapore’s history and the first since the 2009 BOOST campaign, which followed the global financial crisis.
The program will feature staycation deals, mini-holiday packages, and value-for-money experiences tailored to residents, all heavily promoted under the campaign.
Casinos Counting on Recovery
Singapore’s two integrated resorts (IRs) — Marina Bay Sands and Resorts World Sentosa — have been hit particularly hard by the crisis. Both properties were closed from April 7 to July 1 under government orders, devastating revenue streams.
Las Vegas Sands, parent company of Marina Bay Sands, reported just $23 million in net revenue for the property in Q2 2020, down sharply from $688 million during the same period in 2019. Still, company founder Sheldon Adelson expressed optimism: “People will travel again, shop again, and come together again to enjoy entertainment and business,” he said.
Spotlight on Sentosa
A key driver of the campaign is Sentosa Development Corporation, tasked with marketing the 500-hectare holiday island. Often compared to the Las Vegas Convention and Visitors Authority, the agency promotes Sentosa’s mix of beach resorts, rainforests, golf courses, a yachting marina, and RW Sentosa.
Resorts World Sentosa has rolled out multiple packages under SingapoRediscovers, hoping to attract locals until international tourism fully rebounds. The island also holds historic significance, having hosted the 2018 summit between then-U.S. President Donald Trump and North Korean leader Kim Jong Un.
With international arrivals still limited, Singapore’s tourism recovery now hinges on its people — and their willingness to take a holiday at home.
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