Visa and the Singapore Tourism Board have signed a three-year MoU to promote local tourism experiences, use spending data to identify high-value visitor segments and launch joint marketing campaigns, with Singapore joining Visa Destinations in November 2026.
Visa and the Singapore Tourism Board (STB) have signed a three-year memorandum of understanding (MoU) to strengthen Singapore’s appeal as an international travel destination and create new growth opportunities for its tourism sector. The partnership will focus on promoting local tourism experiences, using spending data to identify high-value visitor segments and developing joint marketing campaigns.
As part of the agreement, Singapore will join Visa Destinations, the company’s global travel programme designed to connect visitors with curated experiences, exclusive benefits and partnerships. Singapore will become the second Asia-Pacific country to join the programme after Thailand, with its launch scheduled for November 2026. The initiative will cover attractions, dining, entertainment, retail and tours, encouraging travellers to explore more of the city-state.
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Visa and STB will also work with tourism businesses to develop offers that highlight local experiences across Singapore’s tourism precincts. Particular attention will be given to dining and night-time activities, with the partners seeking to encourage visitors to discover restaurants, entertainment venues and attractions beyond traditional sightseeing. Existing collaborations with Pelago by Singapore Airlines and Grab will provide a foundation for some of these efforts.
Visitor spending data will play an important role in shaping the partnership. According to Visa, repeat visitors spent approximately four times as much as first-time visitors between April 2025 and March 2026. The organisations plan to use insights into visitor behaviour, preferences and source markets to develop targeted initiatives and encourage repeat travel.
Visa data also identified Australia, Indonesia, mainland China, Malaysia and the United States among the largest inbound travel corridors to Singapore within its cardholder network. Combining these insights with STB’s tourism data is expected to help identify opportunities for more targeted campaigns and higher-value tourism growth.
The third pillar involves co-branded marketing campaigns across key international markets, combining travel content with exclusive experiences and cardholder benefits. Visa’s regional leadership and STB’s destination expertise will support these initiatives, which are intended to increase engagement with Singapore and create opportunities for local tourism businesses.
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The partnership supports STB’s broader Tourism 2040 priorities, with an emphasis on quality tourism growth and personalised visitor experiences. Its impact will depend on how effectively the partners translate data insights and promotional activities into visitor engagement, tourism spending and repeat visits.