Klook, an Asia-based platform for travel experiences, has signed a three-year Memorandum of Understanding (MOU) with the Singapore Tourism Board (STB) to boost inbound tourism.
The expanded collaboration aims to harness digital innovation to drive visitor demand and strengthen Singapore’s long-term competitiveness as a key global destination.
Under STB’s Tourism 2040 (T2040) vision, the partnership will focus on four areas: increasing inbound traffic, identifying and nurturing new travel markets, developing innovative visitor experiences, and futureproofing the local tourism sector.
According to a study by Oxford Economics, Klook contributed SGD 655 million (USD 492 million) to Singapore’s GDP and created 6,000 jobs in 2023, underscoring its role in supporting the nation’s tourism economy.
“We’re excited to deepen our long-standing partnership with STB to drive the next phase of inbound tourism,” said Klook Chief Executive Officer and Co-Founder Ethan Lin. “By expanding our marketing efforts, co-developing immersive experiences, and collaborating to bring in marquee events, we look forward to showcasing the best of Singapore and setting new benchmarks for regional travel.”
STB Chief Executive Melissa Ow highlighted the importance of the agreement in line with Singapore’s T2040 vision.
“By identifying emerging opportunities and co-curating tourism offerings, we are confident that our collective strengths and efforts will help us meet the evolving needs of global visitors,” she said.
As part of their previous collaboration, Klook and STB launched new wellness and audio tours, curated social travel initiatives, and organized a travel summit for content creators.
The latest MOU builds on that momentum by driving global marketing campaigns, tapping into Klook’s pool of 20,000-plus content creators, and exploring joint efforts to stage marquee events in Singapore.
Additional plans include marketing cruise offerings, data-sharing initiatives targeting emerging segments, and integrating AI-driven solutions for improved destination discovery.
Business News Asia
