STB launches new digital offerings for independent travellers from China

FROM when they research possible itineraries to when they reach Singapore's sunny shores to explore the city, Singapore Tourism Board (STB) aims to better engage digital-savvy travellers from China by entering into partnerships with Chinese online media platforms.

STB signed four memoranda of understanding (MOUs) for the first time on Wednesday with Chinese online travel services platforms Alitrip and Tuniu, and online review sites Dianping and Mafengwo. Content on these four sites will present possible destinations in Singapore to their users.

In addition, STB launched a new YourSingapore WeChat service account on the mobile messaging platform, and a Baidu Connect service on the Chinese-language Internet search website. These two initiatives will provide consumers with real-time location-based services on their mobile devices to explore Singapore with ease.

These agreements and new services, launched at the TravelRave ITB Asia held at Marina Bay Sands on Wednesday, are expected to strengthen STB's digital marketing efforts for China, in particular in meeting the demands of independent Chinese travellers.

China was Singapore's second largest market both in terms of visitor arrivals and tourism receipts in 2014, at 1.722 million persons and S$2.6 billion respectively.

Figures from the China Tourism Academy show that more than 65 per cent of Chinese travellers in 2014 were independent travellers.