The Singapore Tourism Board (STB) and Trip.com Group signed a three-year memorandum of understanding to jointly market Singapore as the destination of choice for travellers, and to enhance visitors’ experience. In addition, Trip.com Group announced that it has set up its international headquarters (IHQ) in Singapore.

STB and Trip.com Group’s partnership will leverage Trip.com Group’s fast-growing global network as a leading international online travel services provider, as well as its ability to draw insights on traveller behaviour and needs from its large user base. The partnership will also cover multiple areas of collaboration, from marketing and data analytics, to product and industry development.

As international travel gradually resumes, STB and Trip.com will embark on a series of joint marketing campaigns in several markets designed to attract visitors to the city-state. The campaigns will focus on markets such as China, Hong Kong, South Korea and Thailand. These will be rolled out in phases based on the respective market’s readiness to travel and prevailing travel policies.

STB and Trip.com will curate and deliver inspirational and engaging content via various media channels to showcase the Singapore destination story and to position Singapore as a safe and compelling destination of choice for travellers.

Keith Tan, chief executive of STB said: “As Singapore gradually and safely re-opens our borders, this partnership will help drive the recovery of Singapore’s tourism sector as consumers look to travel in this new COVID-19 environment. We look forward to safely welcoming visitors back to Singapore, to enjoy our great food, unique culture, beautiful parks, and fun experiences.”

James Liang, co-founder and chairman of Trip.com Group, said: “Singapore, with its top-class facilities and unique tourism offerings, has always been one of the most sought-after destinations by global travellers. Within hours of the official announcement on the easing of travel restrictions on Mainland China, searches by our App users for flights and hotels relating to Singapore jumped 379% per cent.”