Singapore Tourism Board Unveils Bold Vision for Travel Growth with Seven Strategic MOUs Signed at Tourism Industry Conference - Travel And Tour World (2025)

Friday, April 18, 2025

The Singapore Tourism Board (STB) has reinforced its commitment to sustainable tourism growth and global expansion by signing seven Memorandums of Understanding (MOUs) and a collaboration agreement at its annual Tourism Industry Conference (TIC). These strategic partnerships, announced during the event, aim to leverage the strengths of various industry players to enhance Singapore’s diverse leisure and trade offerings, attract international brands, and elevate the city-state’s status as a top global destination. With a focus on innovation and collaboration, these initiatives are designed to drive growth, improve visitor experiences, and promote Singapore’s long-term tourism ambitions on the global stage.

The Singapore Tourism Board (STB) has signed a series of seven Memorandums of Understanding (MOUs) and a collaboration agreement at its recent annual Tourism Industry Conference (TIC), reinforcing its commitment to fostering sustainable tourism growth and expanding Singapore’s diverse offerings globally.

CapitaLand Investment and STB Renew Partnership

CapitaLand Investment (CapitaLand) and STB have extended their collaboration for another three years, from June 2025 to May 2028. This partnership aims to attract new international brands and revitalize existing concepts and attractions within CapitaLand’s portfolio, ensuring continued growth in Singapore’s tourism sector.

Dempsey Precinct Collaboration

STB has teamed up with HSBC Bank (Singapore) Limited and Dempsey representatives to launch the Dempsey Precinct Partnership, promoting the area’s unique lifestyle offerings. The collaboration will raise awareness and encourage visitors to explore the historic Dempsey precinct. HSBC cardholders will benefit from exclusive deals at over 30 participating establishments, spanning dining, retail, and lifestyle experiences, while partners continue to create and promote these special offers.

Fever Labs Inc. and STB Partnership

In a bid to further establish Singapore as Asia’s top destination for attractions and entertainment, Fever Labs Inc. has entered into a three-year MOU with STB. The collaboration focuses on securing signature events and joint marketing efforts to enhance international visitor arrivals and boost tourism spending in Singapore.

Klook Expands Partnership with STB

Online travel platform Klook and STB have expanded their collaboration with a new three-year MOU. This agreement will support STB’s ambitions for 2040, with both parties focusing on four key areas to drive inbound tourism to Singapore and enhance its appeal as a destination.

Pop Mart International and STB Partnership

Pop Mart International, the leading Chinese toy company, has signed a three-year partnership with STB, marking the first collaboration between a tourism destination and the brand. This partnership will bring exclusive Pop Mart products and experiences to Singapore, including the POP TOY SHOW, Asia’s largest toy exhibition, which will be held exclusively in Singapore outside of China in 2025 and 2026.

Pop Mart International Joins Forces with Mandai Wildlife Group

STB, Pop Mart International, and Mandai Wildlife Group are collaborating to create an immersive experience combining wildlife education and pop culture. The partnership will feature popular characters like LABUBU from THE MONSTERS and will launch in select wildlife parks in Q1 2026.

Singapore Business Federation and STB MOU

The Singapore Business Federation (SBF) and STB have signed a two-year MOU aimed at enhancing the local MICE (Meetings, Incentives, Conferences, and Exhibitions) ecosystem. The collaboration seeks to expand the pool of local hosts for international association conferences, facilitating business networking opportunities and positioning Singapore as a hub for world-class business events.

At the annual Tourism Industry Conference (TIC), the Singapore Tourism Board (STB) signed seven key MOUs and a collaboration agreement, highlighting its commitment to sustainable tourism growth and global expansion. These partnerships aim to enhance Singapore’s tourism offerings and drive long-term growth.

Wiggle Wiggle Partners with STB at Singapore Flyer

STB has partnered with South Korean brand Wiggle Wiggle to transform the iconic Singapore Flyer, starting from Q2 2025. This four-month marketing collaboration, Wiggle Wiggle’s first in Southeast Asia, will introduce themed capsules and giant inflatables, offering visitors a new and exciting experience at one of Singapore’s most famous landmarks.