Singapore strengthens trade partnerships to drive Indonesian visitation

Singapore Tourism Board (STB) has signed two Memoranda of Cooperation (MoC) with lifestyle super app Traveloka and Trans Digital Media to muscle up destination campaigning in Indonesia.

The MoC initiative is part of the SingapoReimagine recovery campaign, and aims to position Singapore as the holiday destination of choice with great offers following the city’s reopening to fully-vaccinated visitors with no quarantine and testing requirements under the Vaccinated Travel Framework.

From left: STB’s John Conceicao, Singapore ambassador to Indonesia Anil Kumar Nayar, and STB’s Juliana Kua

John Conceicao, STB’s executive director South-east Asia, said: “With the strong rebound in the Indonesia market in recent months as a result of quarantine-free and test-free travel for the fully vaccinated, we are doubling down on our SingapoReimagine recovery campaign to maintain top-of-mind awareness and recapture mindshare among our target audiences.

“Through our partnerships with Traveloka and Trans Digital Media we hope to entice Indonesian travellers with a wide range of curated tactical offers such as flight and hotel packages and other lifestyle offerings to drive and sustain visitorship through to next year.”

The partnership with Traveloka will drive interest to a wider target audience and provide an easier booking experience for Singapore offerings not just in Indonesia, but also four other markets in the region – Malaysia, Thailand, the Philippines, and Vietnam.

Conceicao told TTG Asia that the move to drive regional arrivals through super apps is not new to STB. STB Indonesia had previously partnered with Traveloka in 2019, while an MoU with airasia was inked in February this year to promote travel to Singapore on the airasia Super App.

“So, in 2022, you will see a lot more examples of campaigns with super apps,” he added.

Shirley Lesmana, chief marketing officer, Traveloka, said that prior to the pandemic, Singapore was “consistently among the top three tourist destinations for Indonesians, and we are hoping that this partnership will continue the momentum, revitalising the wanderlust in Indonesians to travel to Singapore”.

The partnership with Trans Digital Media will see AntaVaya, one of Indonesia’s largest travel agencies, creating new destination products supported by exclusive Bank Mega deals that will be promoted throughout the company’s media and retail outlets.

Abdul Aziz, president director, Trans Digital Media, said: “We believe that people are eager to start travelling again as the global situation continues to improve and allows for safer travel.

“With this partnership, we hope to be able to support Singapore’s tourism recovery to emerge even stronger than before.”

Commenting on the partnership with Trans Digital Media, Juliana Kua, assistant CEO with STB, said the arrangement is “the first for us, probably globally”, in the way that it is a partnership that spans “a wide array of businesses (such as banking, tours and travel, retail, fashion and media) that affect every consumer”.

STB is also relying on star power to reach Indonesian consumers. It partnered three Indonesian celebrities – Sarah Sechan, Marissa Nasution and Denada Tambunan – to showcase a different side of what the city-state has to offer through a three-part SingapoReimagine video series.

According to Kua, Singapore welcomed 58,270 Indonesian visitors to Singapore in April 2022, up from 13,620 in March.

Editor’s note: This story has been updated to take in additional information

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