Singapore Tourism Board Expands Global Presence with New collaborations

The Singapore Tourism Board (STB) has entered into seven MoUs and one collaboration agreement with both local and international partners to enhance Singapore’s status as a premier tourism and lifestyle hub.

These collaborations seek to boost marketing initiatives, draw in new events and brands, enhance visitor experiences, and support sustainable tourism development.

Notable collaborations feature alliances with CapitaLand, Fever Labs, Pop Mart, Klook, and the Singapore Business Federation, focusing on sectors like lifestyle, entertainment, corporate events, and branding for destinations.

The collaboration with CapitaLand Investment has been extended through a three-year agreement, effective from June 2025 until May 2028. This partnership will aim to draw global brands and events to Singapore, foster the growth of local ideas with tourism prospects, and refresh CapitaLand’s current properties – including CQ @ Clarke Quay, Funan, and Raffles City Singapore – to provide innovative experiences.

A new collaboration known as the Dempsey Precinct Partnership has been established by delegates from Dempsey, HSBC Bank (Singapore), and STB to enhance the Dempsey region. The focus will be on raising awareness and promoting visits via collaborative marketing campaigns, showcasing the region’s distinct combination of historical architecture, shopping, dining, and parks.

The collaboration with Fever Labs will enhance initiatives to establish Singapore as a center for attractions and entertainment in Asia. In the upcoming three years, this partnership will focus on attaining first-in-the-world or first-in-Asia events, building relationships with industry partners, and exchanging information to enhance understanding of international visitor preferences, thereby increasing visitor numbers and tourism expenditure.

STB’s extended collaboration with Klook, formalized via a new three-year MoU, will aid the STB’s Tourism 2040 objectives. It will emphasize increasing visitor counts, recognizing future needs, creating new tourism offerings, and enhancing the industry's long-term durability. Main initiatives feature an international marketing campaign, collaborating on tourism products, endorsing significant events, advancing cruise-related journeys, and experimenting with new technologies like AI.

In collaboration with Pop Mart International, a three-year partnership will roll out exclusive events and experiences in Singapore, featuring the Pop Toy Show, which will serve as the brand's sole exhibition outside of China in 2025 and 2026. Furthermore, Pop Mart is partnering with Mandai Wildlife Group and STB to debut a themed experience at designated wildlife parks in 2026.

In the meantime, the Singapore Business Federation (SBF) and STB have established a two-year MoU aimed at bolstering the local business events ecosystem and boosting the count of local hosts for association conferences. This collaboration will seek to enhance the abilities of local trade associations, create networking opportunities, and support them in competing for and organizing international business events in Singapore.

Ultimately, Singapore Flyer and STB are partnering with the South Korean lifestyle brand Wiggle Wiggle to revamp one of Singapore’s most recognizable landmarks beginning in the second quarter of 2025. This four-month collaboration – the brand's initial one in Southeast Asia – will showcase five themed capsules and massive inflatables at the Singapore Flyer. Guests can also explore a 111.5m² experience area and temporary shop highlighting Wiggle Wiggle’s best-selling items.