Australia joins expanded Singapore tourism marketing partnership
The Singapore Tourism Board (STB) and Indonesia’s Traveloka have renewed their strategic partnership to promote Singapore tourism across five key source markets: Indonesia, Malaysia, Thailand, Vietnam, and Australia. The renewed collaboration aims to attract more regional visitors while strengthening Singapore’s position as a preferred travel destination.
The Memorandum of Understanding extends a partnership first established in 2019 and renewed in 2022 and 2024. For the first time, Australia has been included as a priority market. The agreement also introduces initiatives that leverage Singapore’s position as a leading regional hub for live entertainment and major events.
Under the agreement, the Singapore Tourism Board and Traveloka will collaborate in four areas: co-branded marketing campaigns on Traveloka’s platform, destination storytelling that showcases Singapore’s attractions and experiences, promotions linked to Singapore’s year-round events calendar, and the exchange of aggregated, privacy-safe travel insights to strengthen destination marketing across the five markets.
Supporting STB’s “We Don’t Wait For Fun” campaign, the partnership will focus on two priority traveller segments: young professionals in the early stages of their careers and families with children. The campaigns aim to encourage more visitors to discover Singapore’s diverse leisure, lifestyle, dining, and entertainment offerings.
Ms Melissa Ow, Chief Executive of the Singapore Tourism Board, said the renewed partnership reflects the strategic importance of Southeast Asia and Australia as tourism markets. She added that Traveloka’s regional reach and understanding of traveller behaviour will help attract high-value visitors and encourage repeat travel to Singapore.
Mr Albert Zhang, Co-founder of Traveloka, said Singapore remains one of the platform’s most popular destinations, with demand continuing to grow across its markets. He said the renewed agreement builds on more than five years of collaboration while enabling Traveloka to connect travellers with Singapore’s tourism experiences through its regional digital platform.
Looking ahead, the Singapore Tourism Board and Traveloka will introduce seasonal campaigns aligned with Singapore’s major events while exploring data-driven insights and emerging artificial intelligence technologies to enhance destination storytelling and travel discovery within agreed data governance and privacy safeguards.
As the partnership enters its next phase, both organisations aim to strengthen Singapore’s appeal through innovative marketing, data-driven collaboration, and shared regional expertise, supporting sustainable tourism growth while creating richer travel experiences for visitors across Southeast Asia and Australia.
Source: ANTARA News
