Singapore Tourism Board (STB) and Thomas Cook Group have signed a Memorandum of Understanding (MOU) to cover cooperative marketing campaigns, trade engagements and public relations activities.
This is the first MOU between the two organisations and is effective until 4 October 2020.
Under the memorandum, STB and Thomas Cook will collaborate to promote Singapore as a tourism destination, position it as a must-visit destination in Asia, and encourage tourists to stay longer in the city-state.
It will cover a series of joint activities including brand advertising and promotional campaigns, product development, sales and public relations to boost visitor numbers from the UK, Germany and France to Singapore.
In addition, the activities will focus on promoting STB’s new brand, Singapore – Passion Made Possible, which recently officially launched in London.
Aimed at deepening the understanding of consumers in Europe about Singapore, Thomas Cook and STB will share information and statistical data related to tourism, as well as analysing consumer habits and booking trends to support the development of strategies that will help continue to encourage tourism growth in Singapore.
Tourism figures from 2016 show that international visitors to Singapore rose by 7.7% to reach a record high of 16.4 million last year. Of these travellers, about 11% were Europeans. The UK, Germany and France are Singapore’s top three European source markets.
The number of visitors from the UK, Germany and France grew 3%, 15% and 9% on the previous year respectively. In the first half of this year, visitors from the UK, Germany, and France also increased by 7%, 9%, 2% respectively, as compared to a year ago.