Trip.com Group and the Singapore Tourism Board (STB) have extended their partnership for another three years to boost inbound travel and digital innovation. The two organizations signed a Memorandum of Understanding (MOU) at the Group’s Global Partner Summit to solidify their collaboration and work on joint campaigns.
Under the MOU, the focus will be on promoting Singapore as a destination and showcasing its lesser-known tours and experiences. Trip.com Group will also use its expertise and resources to enhance Singapore’s MICE (meetings, incentives, conferences, and exhibitions) offerings and explore digital innovations to enhance visitors’ experiences.
To achieve these goals, marketing campaigns will be launched in mainland China, as well as key markets including Hong Kong, Malaysia, Thailand, and Korea. The campaigns will highlight various offerings, experiences, and activities in Singapore, with a special focus on new products related to wellness and sustainability. Trip.com Group will also create customized itineraries for specific groups of travelers, such as families, to enhance their experience in Singapore.
The MOU was signed by Ms. Jane Sun, Chief Executive Officer of Trip.com Group, and Ms. Melissa Ow, Chief Executive of the Singapore Tourism Board. Both executives expressed their commitment to deepening the collaboration and elevating Singapore’s status as a leading leisure and MICE destination.
Ms. Ow stated that the partnership with Trip.com Group has been longstanding and they aim to expand the scope of their collaboration to include digital solutions and innovation. They also plan to develop more in-depth travel products to diversify Singapore’s destination offerings.
Ms. Sun emphasized that Singapore has always been a popular destination for Chinese and international tourists, and Trip.com Group has been working closely with the STB to promote tourism and showcase the beauty of the country. The company’s decision to host its annual flagship Global Partner Summit in Singapore reflects their commitment to the local tourism sector. Trip.com Group will leverage its strengths in content marketing, AI, and innovation to further strengthen Singapore’s position as a destination of choice.
Since the resumption of China-outbound tourism in February, the number of Chinese tourists visiting Singapore has been steadily increasing. This growth has been particularly strong during the summer vacation period and the recent Golden Week holiday in China. Singapore was among the top five most popular international destinations for mainland Chinese travelers during that time.
With the extension of their partnership, Trip.com Group and the Singapore Tourism Board aim to capitalize on this positive trend and continue attracting more tourists to Singapore. Their joint efforts will not only promote the well-known attractions but also highlight the hidden gems and unique experiences that the country has to offer. Overall, the partnership seeks to enhance the overall visitor experience and solidify Singapore’s position as a premier travel destination.
