STB ties up with Alibaba for Chinese traveller analytic tools

The collaboration aims to boost Chinese visitor arrivals and spending.

The Singapore Tourism Board (STB) has signed a three-year memorandum of understanding (MOU) with Alibaba Group to drive visitor arrivals and spending in Singapore, an announcement revealed.

The scope of the MOU includes co-developing joint marketing campaigns and content, collaborating on inbound Chinese travellers analytics and insights. Over the next three years, STB will work with key business units in the Alibaba ecosystem, such as Alipay, Fliggy, Youku, Damai and Alibaba Cloud, to engage Chinese visitors throughout the entire consumer journey and gain deeper insights into their travelling behaviour.

Both STB and Alibaba will also co-create content targeting young families and post-90s young professionals in China and explore ways to broaden the range of in-destination experiences available to this market segment. In addition, both organisations will explore co-creating and implementing digital solutions in partnership with key tourism establishments such as retail stores, attractions and hotels in order to increase customer satisfaction and support business innovation efforts.

The latest partnership will kick off with a “Passion Made Possible Privileges” campaign in H2 2019, targeting Chinese visitors across the entire consumer journey, from pre-arrival research, to post-arrival recommendations right through to post-departure engagement. The three-year campaign aims to promote various tourism offerings and drive spend in Singapore in shopping, dining, hotels, sight-seeing, events and entertainment.