Tourism Australia has introduced a new Yours To Explore tourism campaign in anticipation of the flood of Singaporeans travelling to Australia with the opening of a quarantine-free travel lane for the fully-vaccinated.
‘Yours To Explore’ will see Australia’s tourism board remind Singaporeans of all the wonders in the land Down Under that they may have been missing out in the past two years due to the global pandemic. The new $4 million campaign, which started in Singapore on 19 November this year and will run till June 2022 across TV, out-of-home, cinema, online, print, radio and social media, will be supported by a range of PR and partner activities.
Singapore is Australia’s sixth largest market for inbound travel, as well as the seventh-most in terms of spend. Almost 480,000 Singaporeans travelled to Australia in 2019, making up some five percent of all Australia’s international arrivals.
“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,” said Phillipa Harrison, Tourism Australia Managing Director. “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.”
Harrison added that 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”.
For the Tourism Australia Yours To Explore campaign, the agency is working with partners including Chan Brothers, UOB Travel, Dynasty Travel, and CheapTickets.sg to drive interest and bookings to help Australia’s hard-hit tourism economy. These include tactical activations that offer Singaporeans a range of amazing travel experiences they can book before or during their trip in Australia.
“CheapTickets.sg is excited to start promoting bookings to Australia again and bringing our customers back to this fantastic destination,” shared Laura Elford, CheapTickets.sg Head of Partnerships. “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.”
“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,” said Dynasty Travel Chief Executive Officer Clifford Neo.
With the new Yours To Explore campaign, 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,” Anderson said.
As for us, we’re totally excited to be able to travel to Australia again; we’re looking specifically for opportunities to visit wine country – such as Swan Valley, Margaret River, Yarra Valley, Barossa Valley, and Hunter Valley – again.
[Photo credits: Tourism Australia]
Travelling to Australia – The Lowdown
- 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:
- hold a valid Australian visa
- be fully vaccinated with a completed dosage of a vaccine approved or recognised by Australia’s Therapeutic Goods Administration (TGA)
- depart from Singapore and arrive in a participating Australian state or territory
- provide proof of their vaccination status
- present a negative COVID-19 Polymerase Chain Reaction (PCR) test taken within 3 days of departure (unless a medical exemption applies)
See the Australian Government Department of Home Affairs website for full details.
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