In a significant announcement at global travel service provider Trip.com Group's Global Partner Summit 2023 at the Resorts World Convention Centre, the Group and the Singapore Tourism Board (STB) have officially renewed their global partnership for the next three years. 

The move, solidified through a memorandum of understanding (MOU), marks a continuation of their collaborative efforts in the travel industry.

Leveraging content marketing, AI and innovation, the partnership aims to strengthen Singapore's position as a destination for global travellers.

Expanding collaboration

Under the terms of the MOU, both entities are set to broaden their co-operation, launching joint campaigns to grow inbound travel to Singapore. 

The focus will be on showcasing lesser-known tours and experiences within the city-state. Trip.com Group will leverage its expertise to promote Singapore's meetings, incentives, conferences and exhibitions (MICE) offerings and explore digital solutions to enhance the overall visitor experience.

Targeted marketing initiatives and customised itineraries

To realise these goals, both parties are gearing up to roll out marketing campaigns across strategic markets including mainland China, Hong Kong, Malaysia, Thailand and Korea. 

The emphasis will be on showcasing diverse offerings, experiences and activities in Singapore, encompassing new products focused on wellness and sustainability. 

Trip.com is set to introduce tailored itineraries catering to specific groups such as families, with the aim of enriching their stay in Singapore.

Leadership voices on the renewed partnership

The MOU was formally signed by chief executives Jane Sun of Trip.com Group and Melissa Ow of the Singapore Tourism Board. 

Reflecting on their collaboration, Ow said in a statement: “The STB and Trip.com Group have forged a longstanding partnership since 2012. Moving forward, we endeavour to deepen our collaboration to elevate Singapore's status as a leading destination for leisure and MICE travellers.”

The partnership's scope will extend to collaborative efforts on digital solutions and innovation, with a focus on developing more comprehensive travel products. 

Sun echoed this sentiment, stating: "Singapore has always been one of the most popular destinations for Chinese and other international tourists, and we have been collaborating with the STB to promote tourism and showcase this beautiful country.”

Signs of tourism recovery

Highlighting positive trends since the resumption of China-outbound tourism in February 2023, Singapore has experienced a continuous increase in Chinese tourist arrivals. 

Particularly noteworthy is the growth observed during the summer vacation period, with Singapore ranking among the top five most popular international destinations for mainland Chinese travellers during the recent Golden Week holiday.