The Singapore Tourism Board (STB) and Traveloka have renewed their strategic partnership to strengthen Singapore’s position as a preferred destination for travellers across Asia-Pacific. The new Memorandum of Understanding (MoU) expands the collaboration into Australia while introducing new initiatives focused on events marketing, destination storytelling and AI-powered tourism promotion.
At a Glance
- STB and Traveloka sign a renewed Memorandum of Understanding.
- Partnership covers Indonesia, Malaysia, Thailand, Vietnam and Australia.
- Australia joins the collaboration for the first time.
- Campaigns will promote Singapore’s events, attractions and travel experiences.
- Both organisations will explore AI-powered destination storytelling and data-driven marketing.
Partnership Expands Across Five Key Markets
To drive the next phase of tourism growth, the Singapore Tourism Board (STB) and Traveloka have signed a new Memorandum of Understanding to promote Singapore as a preferred destination for travellers across five key source markets: Indonesia, Malaysia, Thailand, Vietnam and Australia.
The agreement extends a longstanding collaboration that began with previous agreements signed in April 2019, May 2022 and January 2024. This latest renewal marks the first time the partnership has expanded to include Australia, an important source market for both organisations. In addition, the collaboration now includes events marketing to reinforce Singapore’s position as one of Asia’s leading destinations for live entertainment.
Four Areas of Collaboration
Under the renewed partnership, STB and Traveloka will collaborate across four key areas. First, they will launch co-branded tactical campaigns highlighting Singapore on Traveloka’s platform. Second, they will develop destination storytelling that helps travellers discover attractions, dining, shopping and experiences across the city-state.
The partnership will also promote travel around Singapore’s vibrant events calendar. Furthermore, both organisations will exchange aggregated, privacy-safe travel insights that enable STB to refine its marketing strategies across each source market. Meanwhile, Traveloka will leverage its regional reach and consumer insights to support Singapore’s tourism ambitions.
Campaigns Target Young Travellers and Families
Aligned with STB’s broader “We Don’t Wait For Fun” campaign, the joint marketing initiatives will focus on two priority traveller segments: young professionals in the early stages of their careers and families travelling with children.
The campaigns aim to encourage both groups to enjoy spontaneous getaways while showcasing Singapore’s diverse attractions, entertainment and family-friendly experiences.
STB Highlights Long-Term Strategic Value
“This renewal reflects the importance of Southeast Asia and Australia, as well as the strength of our longstanding partnership with Traveloka,” said Melissa Ow, Chief Executive of the Singapore Tourism Board. “Traveloka’s reach, combined with its deep understanding of how travellers in this region discover and book, makes it a strategic partner in our efforts to grow high-yield visitation and ensure Singapore remains a destination worth returning to, time and again.”
Traveloka Sees Continued Demand for Singapore
Albert, Co-founder of Traveloka, said Singapore remains one of the platform’s most popular destinations.
“Singapore is one of the most-loved destinations among our travellers, and demand across our markets continues to grow. Our role is to be a trusted enabler, bringing the audience, the insight and the all-in-one booking experience that help STB tell Singapore’s story to the right travellers. After more than half a decade working together, this renewal is a sign of the trust we’ve built.”
AI and Data to Shape Future Tourism Marketing
Looking ahead, both organisations will introduce seasonal promotions aligned with Singapore’s major events calendar. They will also explore how data-driven insights and emerging artificial intelligence technologies can enhance destination storytelling and improve travel content discovery.
Importantly, these initiatives will operate within agreed privacy and data-governance safeguards. As a data-driven travel platform, Traveloka believes AI and consumer insights will play an increasingly important role in modern destination marketing across the Asia-Pacific region.
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