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STB partners Tencent IBG to draw more Chinese visitors to Singapore

Monday, June 5, 2017 - 14:28

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THE Singapore Tourism Board (STB) has partnered Chinese tech titan Tencent's International Business Group (IBG), as the Board moves to draw even more Chinese tourists to the Republic.

THE Singapore Tourism Board (STB) has partnered Chinese tech titan Tencent's International Business Group (IBG), as the Board moves to draw even more Chinese tourists to the Republic.

STB and IBG said this on Monday at the signing of a memorandum of understanding (MOU) to jointly promote Singapore as a choice destination for Chinese travellers.

Under the MOU, Tencent IBG will, among other things, help STB deepen understanding of Chinese visitors by analysing user trends and recommend solutions to build brand awareness and product familiarity before Chinese tourists' visits here.

Meanwhile, STB will enable Tencent to tap into its influence and network in Singapore to promote WeChat, WeChat cross-border Pay, Tencent cloud and its ad solutions to merchants. STB will also encourage Singapore-based merchants to leverage Tencent's various platforms to drive spending from Chinese visitors.

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Describing China as "an important tourism key source market", Lionel Yeo, STB's chief executive, said: "The partnership will enable us to reach our targeted segments in even more agile and effective ways through Tencent's big data and multiple platforms. It will also complement our existing strong trade networks to promote Singapore as a top-of-mind destination for Chinese travellers."

Poshu Yeung, vice-president of Tencent IBG, said: "Tapping into STB's influence and network in Singapore, we look forward to further collaborations with other local partners seeking to target Chinese consumers through our products including WeChat, WeChat cross-border payment, as well as Tencent cloud and ad solutions."

STB has been building affinity with the Chinese target audience through its WeChat subscription account and service account since 2014.

In 2016, visitor arrivals and tourism receipts in Singapore hit record highs, with arrivals growing 7.7 per cent to 16.4 million and receipts expanding 13.9 per cent to S$24.8 billion. Top visitor source markets were China, Indonesia and India.

STB has forecast arrivals of 16.4 million to 16.7 million in 2017, while tourism spend is expected to clock S$25.1 billion to S$25.8 billion.

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