STB signs agreement with JTB to entice Japanese travellers to Singapore

Published on : Thursday, February 23, 2017

Tourism Board of SingaporeThe Singapore Tourism Board (‘STB’) and JTB Corp. (‘JTB’), the largest travel agency in Japan, have signed a Memorandum of Understanding (MOU) to promote Singapore as a key destination for 2017 to Japanese travellers. This is the first MOU between the two organisations.


Under the MOU, STB and JTB will collaborate in product development marketing, sales, and public relations to support the promotion of Singapore as an attractive leisure and business destination in Japan.


Singapore Tourism Board Chief Executive Lionel Yeo said, “This is the first MOU that is committed by STB with a commercial tour agency in Japan and marks a significant milestone in promoting Singapore in this important market. JTB is a highly trusted household brand in Japan, providing high-quality tour packages and services to Japanese consumers and corporates. Through this MOU, Japanese travellers can look forward to brand new travel experiences and promotions tailored to suit their needs.”


Hiroyuki Takahashi, President & CEO of JTB Corp. said, “With the signing of this MOU, STB and JTB will work together to highlight the charms of Singapore, develop new products and discover new value. We hope to stimulate interest even among travellers who had not considered Singapore as a destination, so as to create a new travel demand, and revive interest in overseas travel.”


STB and JTB had previously collaborated on commemorative tours and promotions to mark the 50th anniversary of Singapore’s independence and to celebrate 50 years of Japan–Singapore diplomatic relations in 2015 and 2016 respectively. The collaboration during those two years culminated in JTB designating Singapore as its key focus destination to promote in 2017, making Singapore the first country in Asia to receive such emphasis.


As a start to the collaboration, STB and JTB will be jointly developing and promoting new travel packages targeting different consumer segments in the Japanese market including first-time travellers. For example, JTB customers will be able to enjoy an exclusive, customised night tour of Singapore on board an open-top bus.


STB and JTB hope to further raise the profile of Singapore in Japan and attract 90,000 Japanese visitors through this year-long campaign spanning from April 2017 to March 2018.

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