Singapore Tourism Board and Klook invest over S$2 million in marketing to boost Singapore’s appeal, focusing on unique experiences and digital engagement.
Riding on the momentum of a two-year Memorandum of Cooperation (MOC) signed in April 2023, the Singapore Tourism Board (STB) and Klook, Asian travel and experiences platform, are scaling up efforts to drive inbound travel to Singapore, jointly investing in over S$2 million in marketing initiatives as part of their partnership.
Singapore’s tourism industry has seen continued recovery, with more than 11 million visitor arrivals as of 31 October 2023. Klook’s recent Travel Pulse survey also showed that 1 in 3 Millennial and Gen Z travellers in Southeast Asia are looking to travel within the region, indicating a healthy appetite for exploration and discovery closer to home.
The bill received proposals from regions, the Presidential Administration, the Security Council, federal agencies, public organizations, and nearly 1,500 citizen appeals.
The forum, which brought together experts from a wide range of industries, hosted approximately 50 business events across three thematic areas: economics and investment, architecture and integrated territorial development, and tourism and hospitality.
This collaboration reflects a broader shift toward discovery-led destination development, bringing together Klook's data and digital infrastructure with OCTB's on-the-ground expertise to shape how travelers experience Osaka beyond its city center.
France has once again cemented its position as the world’s most visited destination, welcoming 102 million international tourists in 2025 – up from 100 million in 2024 – while posting a sharp 9% jump in tourism revenues.
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