, Singapore join forces on destination promotions in Asia Group and Singapore Tourism Board (STB) are deepening their collaboration across key markets including Thailand, South Korea and Hong Kong, while expanding their partnership to include new markets Vietnam, the Philippines and Malaysia.

This builds on the three-year MoU signed between the two in November 2020.

The collaboration will include reviews from KOLs to promote Singapore as a destination of choice; South Korea’s travel_bellauri on Singapore Cable Car pictured

The collaboration will focus on promoting Singapore to travellers from key markets through a series of initiatives, including marketing campaigns, public relations activities, KOLs’ reviews and promotions through Group’s brands including and Ctrip.

The reopening of borders in the region in recent months has led to a strong growth in Singapore’s international arrivals – with 418,310 visitors in May, up from 295,100 in April. Group’s chief marketing officer Sun Bo said: “Based on the recent growths in visitors’ arrivals to Singapore, there is reason to be optimistic that inbound arrivals will rebound to pre-pandemic levels, and Group is committed to supporting STB in every way possible.”

STB’s assistant chief executive (international group) Juliana Kua said: “With the resumption of travel, we are delighted to deepen our partnership with Group, which has a growing network of services, users and data. We will tap on these to showcase Singapore’s refreshed destination offerings, and encourage travellers to reimagine travel to Singapore as part of our SingapoReimagine global marketing campaign.”

Both organisations will work together on a series of marketing campaigns in several South-east Asian markets, as well as South Korea and Hong Kong in the coming months.

One of the initiatives will include curating and delivering content via’s app and website to showcase Singapore as a safe country and destination of choice – be it a sanctuary for sustainability, haven for urban wellness, paradise of gastronomy, with a variety of activities and experiences for travellers to explore.

Joint campaigns to promote Singapore as an attractive travel destination will be launched in South Korea, Thailand and the Philippines, including deals and collaborations with travel KOLs such as travel_bellauri and im0gil from South Korea, and CHAILAIBACKPACKER from Thailand – who will share their insights and recommendations on experiences and itineraries visitors can look forward to in Singapore.

While Singapore is known as a food and shopping paradise, Sun noted that the destination also offers new and unique experiences like wellness and nature activities, and many new and refreshed offerings by local tourism businesses.

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