Singapore Turns to Traveloka to Woo Repeat Visitors From Southeast Asia and Australia

Singapore is turning to Traveloka to bring more regional travellers back to the city, expanding a long-running tourism partnership as it looks beyond visitor numbers towards higher spending and repeat trips.

The Singapore Tourism Board (STB) and the Southeast Asian travel platform signed their fourth agreement since 2019, widening the partnership to cover Australia for the first time alongside Indonesia, Malaysia, Thailand and Vietnam.

Traveloka, founded in 2012, operates across nine markets in Asia-Pacific and says it has more than 140 million app downloads.

The two organisations will run co-branded promotions, develop destination content and build campaigns around Singapore’s events calendar. They also plan to exchange aggregated, privacy-protected travel insights to better understand how people in each market search for and book trips.

The agreement reflects a shift in Singapore’s tourism strategy from simply attracting more visitors to persuading travellers to stay engaged with the destination and return for different experiences. STB said Traveloka’s regional reach and booking data could help it attract higher-yield visitors and encourage repeat travel.

Singapore enters the partnership after a record year for visitor spending. Tourism receipts reached S$32.8 Bn in 2025, while the city welcomed 16.9 Mn international visitors. Indonesia, Malaysia and Australia were among its five largest visitor markets.

Indonesia was Singapore’s second-largest source of visitors last year, with 2.4 Mn arrivals, while Malaysia and Australia each contributed about 1.3 Mn. Australia recorded an 8% increase and reached a new peak, helping explain its inclusion in the renewed Traveloka agreement.

Indonesia and Australia were also among Singapore’s three largest tourism-receipt markets during the first nine months of 2025, generating S$2.09 Bn and S$1.54 Bn, respectively, excluding spending on sightseeing, entertainment and gaming.

The renewed campaigns will focus on two groups: travellers in the early stages of their careers and families with children. Both are priority segments under STB’s wider “We Don’t Wait For Fun” campaign, which promotes Singapore as a destination suited to spontaneous, experience-heavy short breaks.

The campaign reached more than 390 Mn early-career travellers in its first year, according to STB, and is now being extended to families.

Events will play a larger role than in the previous agreements. Singapore has increasingly used concerts, sporting fixtures and entertainment programmes to give regional travellers reasons to revisit, rather than marketing the city as a one-time sightseeing destination.

Traveloka and STB said they would develop seasonal promotions around Singapore’s events calendar, while exploring the use of AI tools to improve travel content and destination discovery. They did not disclose a budget, booking targets or the duration of the agreement.

The partnership began in April 2019 and was renewed in May 2022 and January 2024. Its latest expansion gives STB access to Traveloka’s consumer and booking insights across four Southeast Asian markets and Australia, while giving the platform a larger role in Singapore’s destination campaigns.

For Singapore, the commercial opportunity lies in making a familiar regional destination feel new enough to visit again. Traveloka‘s task will be to turn that promise into bookings by matching different travellers with the events, attractions and experiences most likely to bring them back.