Korea Tourism Organization (KTO) and Singapore Tourism Board (STB) have signed a two-year Memorandum of Understanding (MOU) to jointly drive travel and tourism development plans to boost post-pandemic demand.
Under this partnership, KTO and STB will engage in marketing and promotional activities to create product awareness. To kick-start the initiatives is a cartoon series featuring the character "Hojong" from KTO's set of mascots Kingdom Friends and STB's "Merli", which will be launched after a successful pilot social media event in April this year.
Tourism start-ups will benefit from this partnership, as both organisations will support them in technology development that benefits the industry. This includes Korean start-ups that participate in STB’s Singapore Tourism Accelerator programme.
The MOU signing ceremony was held on the same day that the Vaccinated Travel Lane programme between Singapore and South Korea began, reflecting the importance of boosting tourism between the two countries. South Korea is a key visitor source market for Singapore, receiving about 646,000 arrivals in 2019, a 3% increase over 2018 arrivals.
In 2020, a three-year partnership was signed between STB and Studio Dragon Corporation to promote tourism through Korean drama production in Singapore.