●      Riding on the momentum of a two-year Memorandum of Cooperation (MOC) signed in April 2023, the Singapore Tourism Board (STB) and Klook are scaling up partnership efforts with joint investments of over S$2 million to drive inbound tourism to Singapore.

●      An integrated events marketing campaign has been launched to raise awareness of the diverse range of leisure events in Singapore.

●      A second initiative leveraging Social Travel[1] and anchoring on STB’s latest brand campaign “Made in Singapore” targeting Southeast Asian travellers will be rolled out from 15 November 2023.


Singapore, 14 November - Riding on the momentum of a two-year Memorandum of Cooperation (MOC) signed in April 2023, the Singapore Tourism Board (STB) and Klook, Asia’s leading travel and experiences platform, are scaling up efforts to drive inbound travel to Singapore, jointly investing over S$2 million in marketing initiatives as part of their partnership.

Singapore’s tourism industry has seen continued recovery, with more than 11 million visitor arrivals as of 31 October 2023. Klook’s recent Travel Pulse survey also showed that 1 in 3 Millennial and Gen Z travellers in Southeast Asia are looking to travel within the region, indicating a healthy appetite for exploration and discovery closer to home.

Ms. Sarah Wan, General Manager of Indonesia, Malaysia, Singapore, Klook said, “Singapore has been a key destination leading travel recovery within Southeast Asia, and we’re excited to once again partner STB. We aim to inspire travellers by highlighting how Singapore makes unexpected, diverse and unique experiences possible. The resurgence of global events has fuelled higher demand for travel, which will be an area we’re doubling down on. Our deep understanding of the next generation of travellers driving social travel will also guide these new efforts in showcasing the best of what Singapore can offer.”

Mr. Terrence Voon, Executive Director, Southeast Asia of STB said, “We are delighted to team up with Klook to strengthen Singapore’s position as a compelling travel destination and leading events hub in Southeast Asia. Our new initiatives aim to drive tourism recovery and highlight distinctive experiences that make each journey to Singapore memorable. They will also complement STB’s new Made in Singapore campaign, which showcases how our city transforms ordinary moments into extraordinary experiences.”

Further entrenching Singapore’s position as a leading leisure events destination

Klook’s Travel Pulse survey also indicates that 87% of travellers in Southeast Asia are willing to spend on unique experiences during their holidays, and Klook is at the forefront driving the curation of these events and experiences. Launched in October 2023, the Live in Singapore - Epic Events in the Lion City campaign features marquee family, culture, sports, and entertainment events that showcases the richness of Singapore’s events scene. These include among others, theatrical musicals, concerts, Tour de France Prudential Singapore Criterium, Jumptopia, ZoukOut, and Singapore Comic Con. For upcoming theatrical musicals in Singapore, Klook users can look forward to front-row seats sold exclusively on Klook for Matilda, and tickets for Hamilton where Klook was also the priority presale partner.

To complement the robust line-up of events, Klook is introducing unique product bundles to enhance the overall experience and facilitate further discovery of Singapore. By offering activities, accommodation, and transportation options in its multi-vertical bundles which provide convenience and value, Klook aims to encourage visitors to explore Singapore in a more holistic way, in turn driving strong returns for the local tourism and economy.

Tapping on social travel to enhance discovery of Singapore

Another finding from Klook’s Travel Pulse Survey shows that 97% of Millennials and Gen Z travellers in Southeast Asia rely on social media to find travel inspiration and recommendations for their holidays, making this an important platform to drive discovery. Set to launch on 15 November, the marketing and tactical partnership between STB and Klook in Southeast Asia will focus on digital content powered by Klook’s network of Klook Kreators (micro and nano content creators and affiliates) to drive engagement and conversion.

By using its Kreator channel to create authentic content, Klook is planning to leverage the power of social media and content shareability to connect travellers to the best of what Singapore has to offer. From beauty and fashion to food, this digital-led campaign aims to engage and inspire social media-savvy travellers in Southeast Asia to experience the unique local Singapore flavour for themselves.      

Find out more about the STB and Klook initiatives:
Live in Singapore - Epic Events in the Lion City
Singapore - An Adventure for Every Family

Please see media assets available for download here.

[1] Social Travel is Klook leveraging the power of social media to inspire travel, through an industry-first affiliate and influencer program (Klook Kreator Program)


About Klook

Klook is Asia’s leading travel and experiences platform. We curate quality experiences ranging from attractions, tours to local transport and accommodation all around the world. Founded in 2014, we are here to inspire and enable more moments of joy for travelers anytime, anywhere.

About Made in Singapore

Made in Singapore is STB’s latest international campaign that aims to inspire travel to Singapore. True to the Passion Made Possible brand, the campaign highlights how Singapore makes unexpected, diverse and unique experiences possible, where the ordinary is made extraordinary.

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

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