Singapore is to be promoted as an attractive stopover destination in a $34 million campaign.

Changi Airport Group, Singapore Airlines and Singapore Tourism Board are jointly funding the promotion.

They will focus on promoting Singapore for stopovers or as a destination that can be twinned with a beach resort to travellers globally.

This augments a previous approach of only targeting travellers from specific long-haul markets such as the US and Europe.

The partners also want to attract business and Meetings, Incentives, Conventions and Exhibitions (MICE) visitors.

A Free Singapore Tour initiative will be expanded to include more authentic experiences based on travellers’ interests, such as a food-based trip.

The free tours attracted 59,000 passengers last year, up 8% on 2015.

Changi Airport Group chief executive, Lee Seow Hiang, said: “By collaborating closely with airlines and the travel industry, we can grow passenger segments, such as MICE and transfer passengers.

“With encouraging results from the current partnership, this second collaboration strengthens all parties’ efforts to raise awareness of Singapore as a stopover point and as a destination.

“We look forward to continue working with SIA and STB, leveraging on our strengths to pursue sustainable traffic growth in an increasingly competitive landscape.”

SIA chief executive, Goh Choon Phong, said: “This partnership reflects Singapore Airlines’ commitment to further developing our home base at Changi airport and promoting Singapore as an exciting tourist destination.”

Singapore Tourism Board chief executive, Lionel Yeo, added: “This partnership between our airport, national carrier and national tourism body is a powerful one that has helped to boost Singapore’s tourism growth in the recent years.

“The renewal of this partnership reflects our confidence that we can continue to cooperate fruitfully to better serve our visitors and drive tourism outcomes.”