Royal Caribbean signs big marketing deal to attract hundreds of thousands to Singapore

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Royal Caribbean has signed a first-ever multimillion dollar marketing collaboration with the Singapore Tourist Board (STB) and Changi Airport Group (CAG) to attract hundreds of thousands of overseas fly-cruise travellers to Singapore over the next three years.

The collaboration is expected to attract over 170,000 overseas visitors to Singapore to sail on a Royal Caribbean cruise between 2015 and 2018, a projected growth of over 50 per cent. Royal Caribbean will increase its sailings from Singapore during this period to more than 40 a year, up from the current schedule of around 30 voyages annually. The upcoming season, commencing in October, will be the largest ever and will feature more long cruises of seven to 15 nights, designed to attract more overseas fly-cruise guests.

Marketing campaigns, research studies and channel development activities, such as partnerships with media and trade, will promote the fly-cruise opportunities within Asia and also outside the region, in Australia, Europe and North America. It is projected to generate over $100 million in tourism receipts, a substantial contribution to Singapore’s cruise industry, which already generates more than $500 million in direct spending each year.

“The tripartite collaboration is a significant development not just for Singapore but also for southeast Asia,” said Ms Neeta Lachmandas, Assistant Chief Executive (Business Development Group) Singapore Tourism Board. “We hope Royal Caribbean’s commitment will inspire new itineraries around the region to offer more reasons for travellers to take to cruising, and also motivate our neighbouring ports and destinations to invest and realise fully the tremendous potential of the Asian cruise industry.”

Cruising in southeast Asia continues to grow in popularity and appeals particularly strongly to Asian travellers due to its close proximity to home. A consumer study undertaken by STB found that eight in 10 people who had never cruised before expressed an interest in embarking on a cruise within southeast Asia.