The all-encompassing MOC, a first in the industry, will enhance their collaborations in destination marketing, inbound travel, experience development, and data sharing to position Singapore as a leading destination

Singapore, 5 April 2023 — The Singapore Tourism Board (STB) and Klook, Asia's leading travel and experiences platform, have scaled up their existing partnership by signing a groundbreaking two-year Memorandum of Cooperation (MOC). This all-encompassing MOC will focus on four key strategic thrusts: Branding and Marketing, Inbound Travel to Singapore, Experience Development, and Data Sharing and Collaboration.

Singapore’s tourism industry is seeing encouraging recovery, welcoming an estimated 2.9 million international visitors in the first quarter of 2023. Having collaborated successfully on numerous multi-faceted projects, such as a joint marketing partnership to showcase Singapore to visitors from Asia Pacific and SingapoRediscovers previously, Klook is at the forefront of this robust recovery with monthly inbound arrivals into Singapore exceeding that of 2019 since January 2023. 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.

Mr. Ethan Lin, Chief Executive Officer and Co-Founder of Klook said, "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. 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.”

Mr. Keith Tan, Chief Executive of STB said, "We are delighted to elevate our partnership with Klook through this MOC, which marks a key milestone in our joint efforts to grow tourism in Singapore. 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."

As part of the MOC, STB and Klook will partner in the following key strategic thrusts:

Branding and Marketing

STB and Klook will develop and implement innovative branding and marketing campaigns to inspire travel to Singapore. Klook will also partner with STB to effectively engage with market segments and identify and explore new market opportunities.

Inbound Travel

STB and Klook will join efforts to boost inbound travel to Singapore, capitalising on Klook’s vast global reach of over 40 million monthly visitors and its proven marketing expertise. This partnership aims to not only increase the number of visitors, but also extend their length of stay and spending, to drive higher tourism yield. To achieve these goals, Klook will work closely with STB’s regional offices to launch a series of integrated marketing campaigns in key markets, which will see the launch of curated digital and social content, exclusive promotions with merchants, and bespoke experiences to ensure a memorable visit to Singapore.

Experience Development

Tapping on Klook’s track record of innovating their offerings, STB and Klook will collaborate to enhance Singapore’s vibrancy and competitiveness as a destination. This would include joint efforts to develop, curate and market innovative and exclusive experiences in areas such as: Cruise, Events & Entertainment, Wellness, and Tours.

●      Cruise: Cementing Singapore's standing as the Cruise Hub for South East Asia

●      Events & Entertainment: Increasing destination vibrancy and driving visitation through the ticketing and marketing of events

●      Wellness: Establishing Singapore as an Urban Wellness Haven

●      Tours: Increasing the appeal and reach of tours through digitalisation

Data Sharing and Collaboration

Leveraging on Klook’s wealth of booking and consumer insights, the MOC will also expand the data sharing, capacity building, and exchange of best practices between both parties to increase tourism returns. This collaboration builds upon STB's recent Data Transformation Programme (DTP) with the Sentosa Development Corporation (SDC), Sentosa Island Partners, and Klook, to enable cross-sharing of data and insights to better understand visitor behaviour within the island precinct.




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 travellers anytime, anywhere.

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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