China Updates

STB partners with Alipay to boost Chinese spending

Tailored itineraries will be created to align with STB’s ‘Passion Made Possible’ brand.

The partnership leverages Alipay’s insights to deepen the Singapore Tourism Board’s (STB) understanding of Chinese visitors’ spending behaviour and pattern.

STB signed a Memorandum of Understanding (MOU) with Alipay in September 2017 to explore co-investment in joint-marketing initiatives to encourage Chinese tourists to spend with Alipay while in Singapore.

Alipay users will be incentivised through rewards and discounts to spend at retail and food and beverage outlets, as well as venue and attractions in the city.

Tailored itineraries will be created to align with STB’s new Passion Made Possible brand. These itineraries will encourage Alipay users to ‘pursue their passions’ by exploring and discovering new attractions, dining and shopping experiences in Singapore.

“We hope to continue to broaden over time our partnership with Alipay to explore more innovative marketing initiatives in the areas of content, digital and technology to further enhance the Chinese visitor experience,” said Jacqueline Ng, director, marketing partnerships & planning at STB.

“Singapore is a favourite destination for Chinese travellers. According to research released by Nielsen last year, it is one of Chinese tourists’ top 10 preferred travel destinations in the world. We are also excited to connect more merchants in Singapore with Chinese tourists and be discovered by them through the app,” said Cherry Huang, general manager, cross-border business for South and Southeast Asia, Alipay.

Since signing the MOU, Alipay has experienced double-digit growth in user spending. China became Singapore’s top market in 2017 for both tourism receipts and visitor arrivals, contributing SGD4.2 billion (USD3.1 billion) in tourism receipts and 3.2 million visitor arrivals.