- Building on the success of their partnership inked in 2023, Klook and Singapore Tourism Board (STB) will embark on a new three-year Memorandum of Understanding (MOU) effective from April 2025.
- In line with STB’s Tourism 2040 (T2040) vision, the priorities for this collaboration include driving inbound tourism, identifying and cultivating future demand, developing new experiences, and futureproofing the tourism ecosystem.
- Initiatives will include joint global marketing campaigns, leveraging Klook’s proprietary Kreator Program, co-curating experiences, collaborating to bring in marquee events, driving cruise bookings and pre/post cruise length of stay, and exploring AI.
Singapore, 11 April 2025 — In a move set to boost inbound tourism to Singapore, Klook, a leading platform for experiences and travel services in Asia, and the Singapore Tourism Board (STB) have signed a new three-year Memorandum of Understanding (MOU). The expanded collaboration will leverage digital innovation to drive growth, capture demand, and ensure long-term competitiveness in the tourism industry.
In line with STB’s Tourism 2040 (T2040) vision to position Singapore as a choice global destination, the MOU prioritizes four key areas: driving inbound tourism growth, identifying and cultivating future demand, developing innovative experiences, and futureproofing the tourism ecosystem. Highlighting Klook's role as a key driver of Singapore's tourism economy, an Oxford Economics study found that the platform contributed S$655 million to the nation’s GDP and created 6,000 jobs.
Ethan Lin, Chief Executive Officer and Co-Founder of Klook, said, “We’re excited to deepen our long-standing partnership with STB to drive the next phase of inbound tourism growth. This MOU marks a key milestone in our shared commitment to reimagining the visitor experience, leveraging Klook’s strength in digital discovery, audience insights, and product innovation to inspire global travelers. By expanding our marketing efforts, co-developing fresh, immersive experiences, and collaborating to bring in marquee events, we look forward to showcasing the best of Singapore and setting new benchmarks for travel in the region.”
Melissa Ow, Chief Executive, Singapore Tourism Board said, "We are pleased to broaden our partnership with Klook through this MOU, which reflects Singapore’s position as a compelling destination and drives tourism growth in line with STB’s T2040 vision. By identifying emerging opportunities and co-curating tourism offerings, we are confident that our collective strengths and efforts will help us meet the evolving needs of global visitors.”
The previous partnership saw successful executions of projects fuelling social travel initiatives and profiling the robust calendar of lifestyle events in Singapore. Together with STB, amongst others, Klook also introduced seven new experiences (audio and wellness tours) and held an offline event KREATORVERSE, Asia Pacific’s first travel summit for its content creator community, in Singapore.
Recognizing that 91% of Millennial and Gen Z travelers, according to Klook's latest Travel Pulse survey, are willing to spend up to half their budgets on experiences, the new partnership will drive global marketing campaigns, tap on Klook’s community of 20,000+ Kreators, and explore joint efforts to build a pipeline of immersive experiences and marquee events to be held in Singapore. Further initiatives include marketing of cruise offerings, data sharing and campaigns to target emerging travel segments, and AI integration to enhance destination discoverability and put Singapore at the forefront of tourism innovation.
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Designations of Representatives (In Photo)
From left to right
Seated: Melissa Ow (Chief Executive, Singapore Tourism Board), Ethan Lin (Chief Executive Officer, Co-Founder, Klook).
Standing: Olivier Lim (Chairman, Singapore Tourism Board), Grace Fu (Minister for Sustainability and the Environment and Minister-in-charge of Trade Relations), Eric Gnock Fah (President, Co-Founder, Klook)
