STB and MAG look to drive travel demand from Malaysia to Singapore

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Malaysia Aviation Group (MAG) and the Singapore Tourism Board (STB) have renewed their strategic partnership to drive travel demand from Malaysia to Singapore.

This collaboration will focus on joint marketing initiatives and curated offerings to strengthen Singapore’s appeal as a top destination for Malaysian travellers, while driving tourism spending and footfall to key attractions.

As part of the renewed partnership, MAG and STB will launch destination marketing campaigns featuring Malaysia Airlines and Firefly crew experiencing Singapore’s iconic attractions, including Gardens by the Bay, the Singapore Flyer, Resorts World Sentosa’s S.E.A. Aquarium and Universal Studios Singapore, Mandai Wildlife Reserve’s Parks, and the Museum of Ice Cream.

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To celebrate the third year of this partnership, both organisations will introduce enhanced travel benefits for MAG customers, including boarding pass privileges in Singapore.

According to a press statement, these initiatives are strategically timed to capitalise on peak travel periods, including year-end holidays, school breaks, and festive seasons, ensuring greater accessibility and value for travellers. This also follows Firefly’s expansion of its Subang jet operations, with the launch of direct flights to Changi International Airport (SIN) beginning 25 March 2025, providing more travel options for both business and leisure travellers.

Dersenish Aresandiran, chief commercial officer of Airlines from MAG, said, “We are pleased to continue our partnership with the Singapore Tourism Board to further position Singapore as a pivotal destination within the MAG network. In this next phase, we are excited to showcase Singapore’s vibrant attractions while delivering enhanced value to our customers with tailored products and exclusive promotions”.

“STB is pleased to deepen our collaboration with MAG, our trusted airline partner, to offer differentiated promotions in Singapore. We look forward to having more visitors from Malaysia book their travel to Singapore soon, where they can explore unique experiences and discover the value that our vibrant city has to offer,” said Terrence Voon, executive director of Southeast Asia, STB.

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