, Singapore Tourism Board renew global partnership Group and the Singapore Tourism Board (STB) have signed a Memorandum of Understanding (MoU) at the former’s Global Partner Summit – held at Resorts World Convention Centre – to renew their global partnership for three years.

Under the MoU, both parties will expand their collaboration and embark on joint campaigns to boost inbound travel to Singapore and promote more in-depth and lesser-known tours and experiences in Singapore.

The renewed partnership will see both parties embark on joint campaigns to boost inbound travel to Singapore

In addition, Group will also leverage its expertise and resources to promote Singapore’s MICE offerings and explore digital innovations that enhance visitors’ experience in Singapore.

Both parties will launch marketing campaigns in mainland China and other key markets including Hong Kong, Malaysia, Thailand and South Korea, and also promote the various offerings, experiences and activities in Singapore, including new products relating to wellness and sustainability. Group will also customise new itineraries for specific groups of travellers, including families, with the objective of enhancing their experience in Singapore.

STB’s chief executive, Melissa Ow, said: “We endeavour to deepen our collaboration (with Group) to elevate Singapore’s status as a leading destination for leisure and MICE travellers. Additionally, we will expand the scope of our partnership to include exchanges on digital solutions and innovation, and jointly develop more in-depth travel products to diversify our destination offerings.”

“Singapore has always been one of the most popular destinations for the Chinese and other international tourists, and we have been collaborating with STB to promote tourism and showcase the beauty of this beautiful country,” said Jane Sun, CEO, Group.

“Hosting our annual flagship Global Partner Summit – with its over 2,000 delegates – in Singapore earlier this week reflects our commitment to the local tourism sector and we will utilise our strengths, including content marketing, AI and innovation, to further strengthen Singapore’s position as a destination of choice.

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