MarketingMeanwhile, STB's pact with Paris&Co gets underway to drive greater tourism innovation.

Singapore ropes in for destination marketing

STB and Group are joining forces to co-market Singapore as the destination of choice for international travellers.
STB and Group are joining forces to co-market Singapore as the destination of choice for international travellers.

Singapore Tourism Board (STB) this week has unveiled several agreements that will help to accelerate the country's efforts towards tourism recovery and

With Group, STB has inked a three-year global partnership to co-market Singapore as the destination of choice as international travel gradually resumes.

Both partners will embark on a series of joint marketing campaigns in several key markets such as mainland China, Hong Kong, South Korea and Thailand, where these joint marketing campaigns will be rolled out in phases subject to each market’s readiness to travel and prevailing travel policies.

With the partnership, STB will craft destination marketing content via various media channels to showcase Singapore's offerings while also highlighting the island state's top safety standards.

A new range of travel products, itineraries and experiences will also be rolled out, tailored to FITs and leisure groups from STB’s key target segments, as well as corporate and MICE visitors.

The Chinese OTA has also announced that it will set up its new international headquarters in Singapore in the hopes to "create growth and job opportunities in the travel and tech sector".

Meanwhile, STB and Paris&Co, Paris’ economic development and innovation agency, have signed an MOU to facilitate exchange programmes between travel start-ups and information sharing.

This agreement, the first of its kind between Singapore and France, promotes the development of tourism start-ups and accelerates the development of the tourism sectors in both cities, while also opening the door to opportunities for future cooperation between tourism stakeholders from the two destinations.

The partnership will be supported by the respective tourism innovation programmes of both organisations: the Singapore Tourism Accelerator, a six-month programme for promising technology startups that can power the travel and tourism industry; and the Paris&Co/Welcome City Lab, an incubator focusing on urban tourism.

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