How do ride vouchers encourage exploration of Singaporean neighbourhoods?

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Ride Vouchers Incentivise Exploration of Singaporean Neighbourhoods

The Singapore Tourism Board (STB) and Grab have introduced a campaign offering tourists two bonus ride vouchers to encourage exploration of diverse neighbourhoods beyond the typical downtown areas. This initiative aims to drive visitors to precincts like Katong-Joo Chiat and Tiong Bahru, providing them with tangible discounts on their transportation. The campaign, running from August to October, coincides with significant events, further motivating tourists to venture into these areas.
Discounts for Precinct Exploration and Nightlife

Tourists signing up for the Singapore Grab Travel Pass receive two distinct ride vouchers. One voucher provides a 20% discount on rides directed to specific, selected precincts, acting as a direct financial incentive to visit these locations. A separate voucher offers a one-time 20% discount for journeys to designated nightlife districts, valid between 7pm and 4am, specifically targeting evening entertainment exploration in areas such as Holland Village, Clarke Quay, Boat Quay, and Robertson Quay.
Encouraging Discovery Beyond the Usual Tourist Path

The core objective of this campaign is to steer travellers away from the conventional tourist circuits and into a wider array of Singapore's locales. By offering incentives to visit neighbourhoods like Katong-Joo Chiat, known for its Peranakan heritage and culinary scene, or Tiong Bahru, celebrated for its art deco architecture and independent cafes, STB aims to broaden tourists' experiences. This strategy allows visitors to discover the city "one pocket at a time," fostering a deeper engagement with local culture and attractions.
Aligning with Broader Tourism Strategies

This partnership with Grab is part of STB's larger effort to highlight attractions outside the central business district, resonating with their "We don’t wait for fun" branding. This branding, aimed at younger travellers in key markets, seeks to promote a more spontaneous and adventurous approach to tourism. The campaign's timing, overlapping with the Singapore River Festival and the Formula One Singapore Grand Prix, capitalises on the influx of visitors for major events, providing them with a convenient and cost-effective means to explore beyond the immediate event vicinity.

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How do ride vouchers encourage exploration of Singaporean neighbourhoods?

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