STB taps major Malaysian celebs to push family travel in SG

Singapore Tourism Board (STB) is launching an initiative in Malaysia to promote family travel to the garden city.

The initiative comes in the form of a content collaboration to address the large and growing segment of Malaysian family travellers looking for an ideal destination where they can bond and relax. 

The content aims to position Singapore as a welcoming place for families, particularly those with young children and features a collaboration with Malaysian personalities Farah Nabilah and Elecher Lee. 

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“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family friendly experiences," shared Terrence Voon, executive
director, Southeast Asia, STB.

"With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together," added Voon. 

As part of the collaboration, Farah and Lee will share their family travel experiences, and the emotive bonds of togetherness created while on a meaningful holiday in Singapore. 

The content produced will also showcase how Malaysian families can travel to Singapore as an annual holiday spot to reconnect and create moments together as the personalities spotlight family experiences that are quintessentially Singapore. This includes iconic attractions to hidden gems. 

In addition, Farah and Lee share personal stories of their family vacations in Singapore, showcasing how each experience, activity and moment spent together were opportunities to create memories with their loved ones. 

In some instances, the personalities also shared their surprise at discoveries they made with their children and about each other. 

Some of the places they visited were River Wonders, Night Safari, Adventure Cove, the Singapore Science Centre and more. 

Earlier in June this year, STB collaborated with K-pop boy group GOT7's member Mark Tuan to launch travel content that captures Singapore's hidden charms.

The travel content, comprising cinematic videos and vlogs, showcases Tuan experiencing the sights of Singapore's signature tourist attractions, as well as experiencing various activities and cuisine, both during the day and at night.

In the cinematic video, Tuan visits Cloud Forest, S.E.A Aquarium, Haji Lane, Tanjong Beach Club, HyperDrive, Lau Pa Sat, and the Helix Bridge.

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