STB ropes in to promote Singapore as skies reopen

The Singapore Tourism Board (STB) and Group have signed a three-year MoU to jointly market Singapore as the destination of choice for travellers, and to enhance visitors’ experience in Singapore.

Leveraging Group’s global network, as well as its ability to draw insights on traveller behaviour and needs from its large user base, the partnership will cover multiple areas of collaboration, from marketing and data analytics, to product and industry development.

STB’s CEO Keith Tan and and assistant chief executive of the international group Chang Chee Pey at a virtual signing ceremony with Group

As international travel gradually resumes, STB and Group will embark on a series of joint marketing campaigns in several markets designed to attract visitors to the city-state. The campaigns will focus on markets such as mainland China, Hong Kong, South Korea and Thailand. These will be rolled out in phases based on the respective market’s readiness to travel and prevailing travel policies.

As well, STB and Group will curate and deliver inspirational and engaging content via various media channels to showcase the Singapore destination story and to position Singapore as a safe and compelling destination of choice for travellers.

Both companies will also customise and promote a range of travel products, itineraries and experiences tailored to different types of travellers, including FITs and leisure groups from STB’s key target segments, as well as corporate and MICE visitors.

STB and Group will also exchange insights on key traveller segments and regional travel trends with industry stakeholders in Singapore and key markets, in order to equip them with useful insights that can help them reach out to consumers more effectively and to enhance the visitor experience in Singapore.

This MoU marks the latest partnership between Singapore and Group, which has recently set up its international headquarters (IHQ) in Singapore. Supported by the Singapore Economic Development Board, Group’s IHQ will focus on marketing, sales, and research and development.

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