The Singapore Tourism Board (STB) and Expedia Group have formalized a comprehensive Memorandum of Understanding (MoU), heralding a pivotal collaboration aimed at propelling the growth of Singapore’s tourism sector.
At a private event, STB’s Assistant Chief Executive of the International Group, Ms. Juliana Kua, and Expedia Group’s Chief Commercial Officer, Mr. Greg Schulze, ceremonially exchanged documents, affirming their commitment to a long-term partnership.
This alliance is set to bolster Singapore’s tourism targets of attracting 15 to 16.5 million visitors and achieving S$27.5 to S$29 billion in tourist revenue. The multi-year agreement encompasses three key strategic endeavors:
- Joint marketing efforts: Both organizations will initiate a global marketing campaign through Expedia Group Media Solutions, designed to boost visitor numbers and spending, while showcasing Singapore’s diverse and appealing tourism offerings to major international markets.
- Utilization of cutting-edge technology: STB and Expedia Group will utilize advanced technological solutions to enhance visitor engagement and enrich the travel experience within Singapore.
- Enhancement of Singapore’s Travel Sector: The partnership will also focus on improving the marketing and distribution of Singapore as a premier travel destination by collaborating with local tourism partners and sharing valuable insights and resources.
“Expedia Group is proud to once again join forces with the Singapore Tourism Board in our mutual goal of enhancing travel experiences for both new and returning visitors to Singapore. This partnership allows us to leverage our industry-leading travel media network backed by our robust first-party data to bring the world to Singapore,” said Mr. Greg Schulze, CCO, Expedia Group.
“We are delighted to embark on a strategic partnership with Expedia Group as collaborating with like-minded partners is integral to STB’s approach to destination promotion. Expedia Group’s innovative technology and our combined marketing initiatives will strengthen our engagement with travellers and increase destination mindshare, which will in turn drive visitor arrivals and spending,” said Ms. Juliana Kua, Assistant Chief Executive, International Group, Singapore Tourism Board.
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