Dubai and Singapore’s evolution from #transit hubs to global #tourism powerhouses is a remarkable story of strategic vision, coordinated efforts, and innovative thinking. Once seen primarily as convenient transit points between continents, both cities have transformed into must-visit destinations, attracting millions of international visitors each year. Central to this transformation have been their #stopover programs, which played a crucial role in converting transit passengers into tourists and establishing these cities as vibrant global metropolises that now attract point-to-point tourism. ✈️🛌🧢
Launched in 1999, #Dubai’s stopover program offered travelers the opportunity to extend their layovers and explore the city, with incentives such as discounted hotel stays and exclusive experiences. Similarly, Singapore’s stopover program, supported by #Singapore Airlines and Changi Airport, provided travelers with free city tours, discounted hotel packages, and access to unique airport attractions, transforming short layovers into memorable mini-vacations.
These initiatives served as the springboards for Dubai and Singapore’s transition into destinations in their own right. Dubai’s tourism figures surged from around 3 million visitors in 1999 to over 16 million by 2019, with record-breaking figures of 9.31 million in the first half of 2024. Similarly, Singapore reached a record 19.1 million international arrivals in 2019.
Despite these success stories, stopovers remain relatively underexploited.
Our review of research papers, best practices, and the stopover programs of over 20 destinations has identified key learnings, including👇:
👉 The importance of a foundational destination story
👉 How and why stopovers must be marketed differently from traditional destination communications
👉 The ‘must-have’ stopover offerings that make all the difference
👉 Strategies to increase the likelihood of returning stopover visitors
👋Are you ready to turn your transit hub into a thriving tourist destination?
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