By Natalie White

At Singapore's annual Tourism Industry Conference held on 13 April, Singapore Tourism Board (STB) and Walt Disney Company Southeast Asia announced a 3-year partnership that will see the country host entertainment activities themed around Disney's biggest brands.

This tie-up represents the first of its kind between Disney and a national tourism body in Southeast Asia. Last year, tourism arrivals and receipts in Singapore hit a record high with 16.4 million tourists who spent S$24.8 billion here. The target for this year is to grow visitors by between 0 and 2 per cent, and receipts by 1 to 4 per cent.

The Walt Disney Company (Southeast Asia) is also headquartered along with LucasFilm and ESPN Asia in the award-winning Sandcrawler building in Singapore.

Star Wars Day: May the 4th Be With You Festival 2017

The calendar of events starts with Star Wars, which celebrates its 40th anniversary this year. First on the slate is the Star Wars Day: May the 4th Be With You Festival held from 4 to 6 May at Gardens by the Bay.

During this festival, the Supertrees at Gardens by the Bay transformed into lightsabers, pointing to the sky as SaberTrees.

Other activities include photo opportunities with Star Wars characters Chewbacca and Kylo Ren, a life-size replica of the All-Terrain Scout Transport (AT-ST) , a silent disco, a light and music show, an outdoor screening of Star Wars: The Force Awakens.

Star Wars fans can also indulge in live demonstrations and exclusive exhibits of vintage toy collections and fan art during the three-day event.

There is also a 10 or 4.5 km Star Wars Run in which participants can choose to either run for the Light or Dark Side.

More in the Pipeline: Avengers, Toy Story?

More similarly-themed activities in the second half of the year will follow with details to be announced.

STB chief executive Lionel Yeo on the announcement, "The multi-year activations will profile our attractions and precincts in Singapore, beginning with Gardens by the Bay for the Star Wars festival held in May."

He added that the partnership with Disney will also offer opportunities for local event organisers and firms to grow their businesses and "enhance capabilities in world-class branded entertainment events."

In addition, 2018 will see the partnership roll out its successful Marvel franchise and in 2019, Disney Animation and Disney Pixar.

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