Visa, a leader in digital payments, has partnered with the Singapore Tourism Board (STB) to enhance Singapore's appeal as a travel destination. The three-year Memorandum of Understanding (MOU), signed on 22 October 2026, aims to unlock new growth opportunities by focusing on three key areas: promoting Singapore's tourism products, leveraging insights for high-value tourism, and developing co-branded marketing campaigns.
The collaboration will see Singapore included in Visa Destinations, a global travel programme that introduces strategic partnerships and experiences across tourism precincts. This initiative will begin in November, following its launch in Thailand. Visa Destinations aims to elevate how travellers discover iconic destinations, with Singapore joining cities like London, New York, and Paris.
Visa's data highlights the significance of shopping and dining in traveller spending, reinforcing the need for curated experiences. Repeat visitors spend approximately four times more than first-time visitors, emphasising the importance of meaningful engagements. Visa and STB will work together to offer packages for Visa cardholders, spotlighting local businesses and Singapore's vibrant nightlife.
The partnership will also harness Visa's global network of cardholder data to identify high-value tourism opportunities. Key inbound travel corridors include Australia, Indonesia, Mainland China, Malaysia, and the US. By pooling market data, Visa and STB aim to tailor initiatives for markets with the highest potential for tourism growth.
Adeline Kim of Visa stated, "Visa Destinations will help turn inspiration into action by connecting our cardholders with benefits, exclusive access, and distinctive experiences." Melissa Ow of STB added, "This partnership aims to create more opportunities for our tourism businesses and advance STB's Tourism 2040 priorities."
The collaboration promises to enhance Singapore's global destination appeal, offering tailored experiences and driving high-quality tourism growth
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