STB renews Traveloka alliance to expand destination marketing across six markets

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Singapore Tourism Board (STB) and Traveloka have renewed their long-running strategic partnership, expanding its scope to Australia for the first time as both organisations strengthen data-driven destination marketing and co-branded campaigns across six key markets.

The latest memorandum of understanding (MoU), signed on 16 July, marks the fourth agreement between the two organisations since 2019 and extends collaboration across Indonesia, Malaysia, Thailand, Vietnam, Australia and Singapore. The renewed partnership will focus on co-branded marketing campaigns, travel content, event-led tourism promotion and data-driven consumer insights to attract more visitors to Singapore.

The move comes as Singapore continues to rely on regional markets to fuel tourism growth. Indonesia remained the city state's second-largest source market in 2025, contributing approximately 2.4 million visitor arrivals. At the same time, Singapore continues to rank among the most-booked international destinations on Traveloka's platform, particularly among Indonesian travellers.

Don't miss: Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore

Beyond traditional destination advertising, the partners aim to capitalise on Singapore's year-round calendar of major entertainment, lifestyle and sporting events. The collaboration will promote travel experiences linked to these events while using anonymised consumer insights to help STB refine market-specific campaigns across the region.

The partnership also supports STB's global "We don't wait for fun" campaign, which targets young professionals and young families by positioning Singapore as a destination for spontaneous and experience-led travel.

Melissa Ow, chief executive of STB, said the renewed agreement reflected both the importance of regional markets and the growing role of platform partnerships in destination marketing.

"Traveloka's extensive regional reach and strong understanding of traveller behaviour make it a strategic partner as we seek to attract high-quality visitors and keep Singapore top of mind as a destination worth returning to," Ow said.

"Our role is to be a trusted partner that connects travellers with the best travel experiences through our broad audience reach, consumer insights and integrated booking experience, helping STB bring Singapore's story to the right travellers. After more than half a decade of working together, this renewed partnership is a testament to the trust we have built together," added Traveloka co-founder Albert.

Looking ahead, the partners said they will explore new ways to combine artificial intelligence with data-driven destination marketing. Future initiatives include aligning promotional campaigns with Singapore's event calendar while examining how AI-powered technologies and consumer insights can help deliver more personalised travel inspiration, subject to agreed data governance and privacy standards.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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