Klook, a prominent platform for travel services in Asia, has entered a new three-year partnership with the Singapore Tourism Board (STB) to invigorate inbound tourism. This collaboration, effective from April 2025, aligns with STB’s Tourism 2040 vision, focusing on driving tourism growth, cultivating future demand, and developing innovative experiences.
The Memorandum of Understanding (MOU) aims to futureproof Singapore’s tourism ecosystem by leveraging digital innovation. According to an Oxford Economics study, Klook has already contributed S$655m to Singapore’s GDP and created 6,000 jobs, highlighting its significant role in the nation’s tourism economy.
Ethan Lin, CEO and Co-Founder of Klook, expressed enthusiasm about the partnership, stating, “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.”
The partnership will include joint global marketing campaigns, co-curating new experiences, and bringing marquee events to Singapore. Melissa Ow, Chief Executive of STB, noted, “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.”
With 91% of Millennial and Gen Z travellers willing to spend significantly on experiences, the partnership will also focus on marketing cruise offerings and integrating AI to enhance destination discoverability. This initiative aims to position Singapore at the forefront of tourism innovation, setting new benchmarks for travel in the region.
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