Trip.com and STB collaborate on marketing campaigns in key countries

Trip.com and STB collaborate on marketing campaigns in key countries

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Trip.com and the Singapore Tourism Board (STB) are deepening their collaboration across key markets including Thailand, South Korea, and Hong Kong, while expanding their partnership to include new markets Malaysia, Vietnam, and the Philippines. Trip.com will deepen its collaboration with STB to promote Singapore to travellers from key markets through a series of initiatives, including marketing campaigns, PR activities, KOLs’ reviews and promotions through Trip.com group's brands including Trip.com and Ctrip.

Additionally, both parties will work together on a series of marketing campaigns in several Southeast Asian markets, as well as South Korea and Hong Kong in the coming months. Among various initiatives, Trip.com and STB will also curate and deliver engaging content via Trip.com’s app and website to showcase the Singapore destination story and to position the city-state as a safe and compelling destination of choice for travellers.

Going forward, Trip.com and STB will also continue to identify and launch targeted programmes to promote and position Singapore as an ideal destination for various activities, including as a sanctuary for sustainability, haven for urban wellness, paradise of evolving flavours and world of possibilities for travellers to experience Singapore in new and unexpected ways. Consumers in various markets can also anticipate various travel promotions which will be rolled out in phases after taking into consideration the respective market's readiness to travel and prevailing travel policies.

For a start, joint campaigns to promote Singapore as an attractive travel destination will be launched in South Korea, Thailand and the Philippines over the next one week, including attractive deals and collaborations with travel KOLs such as travel_bellauri and im0gil from South Korea and CHAILAIBACKPACKER from Thailand who will share their insights and recommendations on exciting and unexpected itineraries that visitors can experience in Singapore.

These initiatives build on the three-year Memorandum of Understanding signed in November 2020. Trip.com's group CMO Sun Bo said Singapore has always been known as a food and shopping paradise, yet the country also offers new and unique experiences such as wellness and nature activities.

"Based on the recent growths in visitors’ arrivals to Singapore, there is reason to be optimistic that inbound arrivals will rebound to pre-pandemic levels, and Trip.com Group is committed to supporting STB in every way possible," Sun added. Meanwhile, Juliana Kua, assistant chief executive (international group), STB, said it has worked closely with Trip.com Group especially over the last two years during the pandemic to maintain Singapore's mindshare amongst regional travellers.

"With the resumption of travel, we are delighted to deepen our partnership with Trip.com Group, which has a growing network of services, users and data. We will tap on these to showcase Singapore’s refreshed destination offerings, and encourage travellers to reimagine travel to Singapore as part of our SingapoReimagine global marketing campaign," Kua said.

STB recently forecasted between four and six million visitors this year, following Singapore's border reopening. In the first half of 2022, Singapore clocked 1.5 million visitor arrivals, nearly 12 times more compared to the same period in 2021 (119,000), with tourism receipts reaching an estimated SG$1.3 billion in the first quarter of the year. The top five countries international visitors hailed from were Indonesia, India, Malaysia, Australia, and the Philippines. International visitor arrivals from these countries accounted for 56% of the total from January to June this year.

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