The Singapore Tourism Board (STB) and Asia’s largest travel and experiences platform have expanded their current collaboration by signing a ground-breaking two-year Memorandum of Cooperation (MOC). A first in the industry, this comprehensive MOC will concentrate on four major strategic thrusts: branding and marketing, inbound travel to Singapore, experience development, and data sharing and collaboration.
In the first quarter of 2023, Singapore’s tourism industry is projected to welcome an estimated 2.9 million international visitors. SingapoRediscovers and STB have effectively collaborated on numerous multifaceted projects, such as a joint marketing partnership to promote Singapore to visitors from Asia Pacific.
Since January 2023, the leading travel booking platform has been at the forefront of this robust recovery, with Singapore’s monthly inbound arrivals exceeding those of 2019. Also, in 2023, the average traveller expenditure for Singapore-based activities on the platform will have increased by 60% compared to pre-COVID times, because of the ongoing pursuit of high-quality tourists and joint marketing campaigns.
Keith Tan, Chief Executive Officer of STB, stated that they are thrilled to elevate their partnership with the foremost travel booking platform through this MOC, which represents a significant milestone in their joint efforts to increase tourism in Singapore.
To accomplish these objectives, the leading travel booking platform will collaborate closely with STB’s regional offices to launch a series of integrated marketing campaigns in key markets. The distribution of selected digital and social material, special deals with retailers, and customised experiences will make the trip to Singapore unforgettable.
STB and the leading travel booking platform will work to increase Singapore’s vitality and competitiveness as a destination by leveraging the leading travel booking platform’s track record of improving its products. This will entail collaborating to create, produce, and sell creative and exclusive experiences in areas such as cruises, events & entertainment, wellness, and tours.
- Cruise: Solidifying Singapore’s position as the Southeast Asia Cruise Hub;
- Events and Entertainment: Enhancing the liveliness of a destination and generating visitor traffic through event ticketing and marketing;
- Wellness: Making Singapore an Urban Wellness Mecca;
- Tours: Digitalisation is increasing the attractiveness and reach of tours.
Using the platform’s wealth of information about bookings and customers, the MOC will also increase the sharing of data, building capacity, and exchange of best practices between both parties to increase tourism returns.
This partnership builds on STB’s recent Data Transformation Programme (DTP) with the Sentosa Development Corporation (SDC), Sentosa Island Partners, and the leading travel booking platform to allow cross-sharing of data and insights to better understand how visitors behave in the island precinct.
In addition, with the assistance of the STB, the Global Sustainable Tourism Council (GSTC) is establishing new Criteria for MICE (Meetings, Incentives, Conferences, and Exhibitions) and Attractions. GSTC MICE and GSTC Attraction Criteria will serve as worldwide sustainability standards for both industries.
Following Singapore’s recent designation as a sustainable destination based on the GSTC’s Destination Criteria, STB is proving its commitment by bringing together Singapore’s tourist groups and stakeholders to support GSTC’s global efforts to drive sustainable tourism. This aligns with Singapore’s ambition of being a sustainable urban destination where large experiences are delivered in tiny packages.
GSTC’s industry criteria for MICE and attractions are being developed by GSTC, according to STB Chief Executive Keith. Such internationally recognised criteria are crucial because they assist destinations and tourism businesses in determining if their sustainability efforts are on track. STB is thrilled to collaborate with GSTC and industry groups to provide a Singaporean perspective and assist the tourism industry in contributing to a greener world.
