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Singapore Airlines is to help drive tourism into neighbouring Malaysia.
A new marketing collaboration deal will see the airline promote tourist traffic from 14 inbound markets to Malaysia through its Singapore hub.
SIA and SilkAir services are part of the two-year arrangement with Tourism Malaysia which runs from April 1.
The two airlines run 111 flights a week to five destinations in Malaysia from Singapore.
The joint initiative covers advertising and promotional campaigns, as well as familiarisation trips for travel trade and media.
SIA sales and marketing divisional vice president, Foo Chai Woo, said: “We are thrilled to be working with Tourism Malaysia to boost air travel into Malaysia.
“Singapore Airlines and SilkAir together serve nearly 100 destinations in 35 countries, making us well positioned to support the development of tourism in Malaysia and the broader ASEAN region as a whole.
“We look forward to offering more customers the opportunity to discover Malaysia’s unique culture and heritage, as well as its world-renowned cuisine.”
The tourist office’s director general, Datuk Seri Mirza Mohammad Taiyab, said: “Tourism Malaysia is proud to associate with Singapore Airlines to provide convenient access to the varied and unique tourist attractions of Malaysia within a short flight from Singapore, in particular Borneo – Sabah and Sarawak – Langkawi, Penang and east coast of Malaysia.”