Promoting Labuan Bajo, Ministry of Tourism Partners with Airlines and Singaporean Content Creators
The Ministry of Tourism, in conjunction with the Labuan Bajo Flores Authority (BPOLBF), has collaborated with Scoot Airlines to organise the ‘Scoot Singapore Famtrip’ in Labuan Bajo, West Manggarai, East Nusa Tenggara (NTT), and its surrounding areas. This effort is intended to strengthen the promotion and marketing of the Labuan Bajo Flores destination in the Singaporean market through direct experience.
The Acting President Director of BPOLBF, Andhy MT Marpaung, stated that the Scoot Singapore Famtrip involved one Key Opinion Leader (KOL) or content creator from Singapore and three members of the Scoot team, consisting of videographers and photographers. The famtrip took place from 15–19 September 2026.
Andhy explained that this famtrip adapted the ‘Mystery Flight Club’ concept, a travel content series resulting from a collaboration between Scoot and The Travel Intern (TTI). The concept is designed to encourage tourists, particularly Generation Z and young millennials, to move away from travelling to familiar destinations and instead discover new, unexplored locations.
“Through the mystery travel approach, the travel destination becomes part of a surprise and is only revealed to participants at a certain stage of the journey,” said Andhy in a press release on Monday (21/9/2026).
“This concept provides a spontaneous, authentic, and curiosity-driven travel experience, while simultaneously introducing lesser-known destinations that can be reached via Scoot’s flight network from Singapore’s Changi Airport,” Andhy added.
During the famtrip, participants explored various tourism experiences in Labuan Bajo and its environs. Activities included visits to Cunca Plias, local gastronomic experiences at Dapur Tara and Kitchen Garden, an introduction to Manggarai culture in Kampung Melo, and exploration of the Komodo National Park.
Participants also took part in mangrove planting at Kampung Warloka Pesisir as part of an eco-based tourism experience, and enjoyed activities at Rangko Cave, including kayaking and swimming in the cave’s natural pool. The itinerary was complemented by local Manggarai culinary experiences, introducing the flavours and richness of the region’s traditional food.
Andhy noted that this activity is one of the steps to expand Labuan Bajo’s exposure in the international market, particularly Singapore. The initiative also serves to support the strengthening of tourism activities following the Flores earthquake.
“This collaboration is a good opportunity to introduce Labuan Boajo not only through its well-known marine attractions but also through our rich land-based tourism. This includes cultural experiences in traditional villages, natural beauty, the hospitality of the Manggarai people, and local gastronomy,” explained Andhy.
“We want to demonstrate that Labuan Bajo offers a vast array of experiences that can be enjoyed by tourists, both on land and at sea,” he continued.
According to Andhy, an experience-based approach and creative content are highly relevant in reaching young tourists who use digital media as a primary source of travel inspiration. He hopes that through direct experience and creative content production, more Singaporean tourists will become acquainted with Labuan Bajo and discover the diverse range of experiences available.
“The involvement of KOLs, videographers, and photographers in this activity is expected to enrich the narrative about Labuan Bajo, introduce alternative destinations and activities, and support the recovery of the tourism image through positive information and diverse travel experiences,” said Andhy.
These various activities provided direct experience for Chia Wei Jing Vanessa, a Singaporean KOL who participated in the famtrip. Vanessa noted that Labuan Bajo offers a variety of tourism activities that can cater to different tourist interests.
“This is a very beautiful place and a must-visit. There are many things to do here, both on land and at sea. For those who love beaches and snorkelling, Labuan Bajo is perfect. I will definitely recommend Labuan Bajo to my friends and acquaintances,” said Vanessa.