The Singapore Tourism Board (STB) and travel and experiences platform Klook have signed a memorandum of cooperation (MOC) on April 5.

The two-year agreement marks a key milestone in both STB’s and Klook’s efforts to grow tourism in Singapore, says Keith Tan, chief executive of STB. Both STB and Klook have collaborated previously on several multi-faceted projects such as a joint marketing partnership to showcase Singapore to visitors from Asia Pacific and SingapoRediscovers previously.

This time, the agreement between both parties will focus on four key strategic thrusts, which are branding and marketing, inbound travel to Singapore, experience development and data sharing and collaboration. Under experience development in particular, STB and Klook will conduct joint efforts to develop, curate and market innovative and exclusive experiences in the form of cruises, events and entertainment, wellness and increasing the appeal and reach of tours through digitalisation.

According to STB, Singapore’s tourism industry is seeing an “encouraging recovery” with the country welcoming around 2.9 million international visitors in 1Q2023. It adds that Klook is at the front of the “robust” recovery after having partnered with the STB and seeing Singapore’s monthly inbound arrivals exceeding its 2019 numbers since January.

“The continual drive for quality tourists, coupled with the joint campaigns, have seen a 60% increase in average traveller spend for Singapore-based activities on the platform in 2023 compared to pre-Covid times,” reads the joint statement by STB and Klook.

"Our long-standing partnership with STB has supported our success in Singapore, and we're thrilled to take it to the next level with this MOC. As we leverage our strengths in social content marketing and our deep understanding of the next generation of travellers, including millennials and Gen-Zs, we look forward to inspiring more travellers to visit Singapore,” says Ethan Lin, CEO and co-founder of Klook.

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“Our aim is to enable them to explore the joy of this dynamic city, discover new and unique experiences, and create unforgettable memories in Singapore,” he adds.

“By leveraging our collective strengths to future-proof and entrench Singapore’s position as a leading travel destination, I’m confident we can strengthen our value proposition to international visitors and showcase the best of what our city has to offer,” says STB’s Tan.

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