The Singapore Tourism Board (STB) has partnered with online travel booking platform Klook to launch a S$2 million partnership.
The partnership falls under the S$45 million SingapoRediscovers campaign which aims to promote local tourism and lifestyle offerings.
STB and Klook released a joint statement today (14 September) on the partnership, in which they said they share a common goal to encourage locals to explore and experience a “different side of Singapore”.
The partnership begins in September, and will last for seven months.
Curated Promotions, Content Development And Digital Marketing
The partnership is marketing based, and will be focused on three areas: curated promotions for products and experiences, content development, and digital marketing to boost spending.
Businesses are encouraged to develop new experiences and product offerings for consumers, which will be curated into “attractive offers to appeal to different interest groups”.
For example, a staycation at Mandarin Orchard Singapore can be paired with an art jam session in Orchard Road.
Both STB and Klook will also co-invest in digital marketing and content creation efforts to boost the reach of these packages.
The ultimate aim is to increase the footfall at local precincts such as Orchard Road, Chinatown, the Civic District and Katong-Joo Chiat.
Go On A “Singapoliday”
With the lack of overseas travel, Singapore has experienced a significant fall in tourism dollars.
According to Channel News Asia, there were 880 visitor arrivals in May, a year-on-year decline of 99.9 per cent.
This is why Singaporeans are encouraged to take a local holiday, dubbed as “Singapoliday”, to boost local business and the economy.
The SingapoRediscovers campaign is tailored for Singaporeans to “discover Singapore with fresh eyes”.
Under the campaign, STB has collaborated with businesses and associations to offer attractive promotions and unique experiences, across categories like retail, food and beverage, hotels, tours and attractions.
Last month, Deputy Prime Minister Heng Swee Keat also announced that S$320 million in tourism credits would be given to Singaporeans in a bid to encourage domestic tourism.
He urged Singaporeans to take the opportunity to explore Singapore’s local culture and heritage, nature, art, and architecture.
How Klook Is Navigating The Pandemic
Early this year, the Hong Kong-based travel startup announced measures such as layoffs to cut costs amid the pandemic.
However, it managed to successfully pivot into home-based experiences during the circuit breaker period in Singapore, as well as exclusive interactive tours of famous landmarks.
With the easing of lockdown measures in Singapore, Klook also reintroduced packages and discounts to boost local tourism.
Marcus Yong, Klook’s vice-president of marketing for Asia-Pacific, said the firm hopes to help businesses build collective demand and reignite the industry.
“Through this partnership, we hope to bring back a sense of joy and adventure as locals explore their own backyard,” he added.
Featured Image Credit: Time Out