GetYourGuide, Singapore Tourism Board Sign Two-Year Marketing Pact
The partnership, formalised in Berlin, marks GetYourGuide's first international destination marketing collaboration outside its home market, focusing on attracting global visitors to Singapore's diverse attractions.
Singapore Tourism Board Partners GetYourGuide for Global Reach
The Singapore Tourism Board (STB) and GetYourGuide, a prominent online platform for travel activities, formalised a two-year memorandum of understanding (MoU) on 16 October 2026. This collaboration seeks to develop, distribute, and promote Singapore's diverse tourism experiences to an international audience.
Signed at GetYourGuide’s headquarters in Berlin, the agreement represents the platform’s inaugural international destination marketing partnership beyond its German base. STB chief executive Melissa Ow and GetYourGuide CEO and co-founder Johannes Reck signed the pact, aiming to enhance Singapore’s appeal among global travellers.
Three Pillars of Collaboration
The partnership will concentrate on three key areas to bolster Singapore’s tourism sector. Firstly, both entities will share market insights, exchanging data on traveller preferences and demand. This intelligence aims to identify opportunities for improving Singapore’s tourism offerings and encouraging increased visitor spending.
Secondly, the collaboration involves developing new tourism products. GetYourGuide and STB will work with local tourism stakeholders and experience providers to create novel tours and activities, or enhance existing products, responding to evolving traveller interests.
Finally, joint marketing activities will be undertaken to raise the visibility of Singapore's attractions and experiences among international visitors.
Expanding Reach for Singaporean Businesses
The alliance is designed to provide Singapore’s tourism businesses with a powerful channel to access GetYourGuide’s extensive international customer base. Concurrently, it will expand the range of travel experiences available through the platform, offering more choices to global travellers.
Johannes Reck of GetYourGuide stated that the company looks forward to connecting Singapore's attractions and experience providers with global travellers seeking to explore destinations.
Melissa Ow from STB added that the MoU provides a robust avenue to reach global travellers while fostering growth opportunities for Singaporean tourism enterprises, anticipating an increase in visitors to the city-state.
Implications for Asia's Travel Sector
This strategic tie-up is expected to significantly boost Singapore's inbound tourism, drawing attention to its unique offerings on a global scale. For the broader Asian travel sector, the collaboration demonstrates a growing trend of national tourism boards partnering with major international booking platforms to enhance digital reach and product development.
Other Asian destinations, particularly those with a strong focus on experiential travel, may observe Singapore’s approach as a model for increasing their own international visitor numbers and diversifying their tourism products.
The success of this two-year pact will offer valuable data on the effectiveness of such direct platform partnerships in driving tourism growth across the region.
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