Alipay and Singapore Tourism Board join hands to boost Chinese tourist spending

The partnership is aimed at increasing Singapore’s destination branding and awareness, driving visitor spend and enhancing Singapore Tourism Board’s understanding of a key consumer group

Alipay, together with the Singapore Tourism Board (STB), has launched a series of joint marketing initiatives aimed at raising destination awareness of Singapore and driving tourist spending among Chinese visitors.

Alipay and STB signed a Memorandum of Understanding (MOU) in September 2017 to enhance Chinese tourists’ overall experience in Singapore. Under the MOU, both parties agreed, among other things, to explore co-investing in joint-marketing initiatives to encourage Chinese tourists to spend with Alipay while in Singapore.

Since signing the MOU, Alipay has experienced double-digit growth in user spending. China has also become Singapore’s top market in 2017 for both tourism receipts and visitor arrivals, contributing SGD 4.2 billion in tourism receipts and 3.2 million visitor arrivals.

“Singapore is a favourite destination for Chinese travellers. According to research released by Nielsen last year, it is one of Chinese tourists’ top 10 ten preferred travel destinations in the world. Alipay is very pleased to be working together with the Singapore Tourism Board to ensure the consistent smart lifestyle for Chinese travellers in Singapore that they experience at home. At the same time, we are 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.

Additionally, the partnership will deepen STB’s understanding of Chinese visitors’ consumer behaviour and spending patterns, leveraging Alipay’s insights.

“With China being Singapore’s top source market for both visitor arrivals and tourist spending last year, we are pleased to partner with Alipay as their keen insights and deep understanding of Chinese consumers will help us to continue to grow in this critical market. 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 and Planning, STB.

The marketing activities are designed to incentivise Alipay users, through rewards and discounts, to spend across different types of tourism businesses such as retail, F&B and attractions, further boosting their spending in Singapore. Alipay and STB will also create tailored itineraries that are aligned 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.