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August 28, 2025

Singapore Expands Partnerships to Elevate Visitor Experience

singapore at night
August 28, 2025
In efforts to deliver more “unforgettable experiences” to visitors, the Singapore Tourism Board (STB) has partnered with Grab to better understand the customers’ needs and optimize tourists’ experience in the country. The collaboration brings together an ecosystem of small businesses and aims to promote tourism beyond the country’s city center. As part of the initiative, Grab offered discounts on transportation and services with the Grab Travel Pass.

To further support this effort, the STB also announced programs to support local businesses to provide more high-quality offerings in areas such as cuisine, financial services, and mobility. The STB has also partnered with Ebiquity, a global media and marketing insights company, as a marketing agency consultancy partner to deepen its global agency management capabilities, allowing the STB to have a more outcomes-driven approach, understand the customers’ demand to level up their tourism experiences, at the same time further promote Singapore’s presence in various digital platforms.

Singapore targets tourism spendings to reach $50 billion by 2040, focusing on nurturing cultural demands, promoting Singapore as an ideal destination, and a tourism industry that is ready for the future. The Singapore government also developed a sustainable tourism strategy with a specific roadmap and concrete programs, aiming to become a city in nature where visitors maximize their experience with small footprints.

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