Visa and Singapore Tourism Board sign three-year partnership

Visa and STB sign three-year deal

Visa and the Singapore Tourism Board signed a three-year Memorandum of Understanding on October twenty-second, twenty twenty-six to strengthen Singapore's appeal as a travel destination and unlock growth opportunities.

Three pillars of the collaboration

The partnership focuses on driving discovery of Singapore's dining and night-time experiences, deriving insights to identify high-value tourism opportunities, and developing co-branded marketing campaigns.

Singapore joins Visa Destinations

Singapore will be part of Visa Destinations, a global travel programme designed to elevate how travellers discover and experience the world's most iconic destinations. The programme commences in Singapore in November this year.

Singapore is Asia Pacific's second launch

Singapore is the second country to launch Visa Destinations in Asia Pacific, following Thailand which was introduced in July this year. Other cities include London, New York and Paris.

Repeat visitors spend four times more

Visa's data shows that repeat visitors to Singapore spend approximately four times more than first-time visitors, reinforcing the importance of curating meaningful experiences that encourage return visits.

“repeat visitors spend approximately four times more than first-time visitors”

Shopping and dining drive visitor spend

Visa's data shows that shopping and dining are significant contributors to traveller spend. The partnership will curate offers showcasing local businesses across tourism precincts and attractions.

Night-time experiences boost spending

During the F one Singapore Night Race twenty twenty-six race week, spending on restaurant and entertainment categories rose by two-thirds. Evening spend climbed by almost half between seven pm and eleven pm.

Late-night spending nearly doubled

Visa data from the F one Singapore Night Race twenty twenty-six showed spending nearly doubled between eleven pm and five am compared with the fifty-two-week benchmark period.

Top visitor source markets identified

Visa data shows the largest inbound travel corridors to Singapore include Australia, Indonesia, Mainland China, Malaysia and the United States, aligning with Singapore Tourism Board's visitor arrival data.

Pooled data enables targeted initiatives

Pooling available market data will allow both parties to develop deeper understanding of visitor behaviour and preferences, tailor targeted initiatives and focus efforts on highest-potential markets.

Co-branded campaigns anchor on brand strengths

Visa and Singapore Tourism Board will develop co-branded marketing campaigns anchored on Visa Destinations and Singapore Tourism Board's Passion Made Possible, rolling out initiatives across key source markets.

Building on past campaign success

The partnership builds on successful past campaigns including Visa-STB-Pelago's Seasons Made in Singapore and Non-stop Fun, which built on Singapore Tourism Board's Made in Singapore and We Don't Wait For Fun campaigns.

Adeline Kim on converting appeal to engagement

Adeline Kim, Group Country Manager Regional Southeast Asia and SVP Global Clients Asia Pacific at Visa, said the partnership converts Singapore's appeal into deeper engagement through insights and partnerships.

“Our partnership with the Singapore Tourism Board is about converting that appeal into deeper engagement”