Visa, the global digital payments brand, and the Singapore Tourism Board (STB) have signed a three-year Memorandum of Understanding (MoU) designed to boost Singapore’s appeal as a preferred travel destination and to unlock new growth opportunities.
The collaboration is to focus on three key pillars – driving discovery of Singapore’s tourism products, especially its dining and night-time experiences; deriving insights to identify high-value tourism opportunities; and developing co-branded marketing campaigns to build brand preference for both Visa and Singapore.
Singapore will be part of Visa Destinations, leveraging the platform and programme to introduce partnerships, initiatives and experiences across Singapore’s tourism precincts and high-yield traveller segments.
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. The programme will commence in Singapore in November this year.
Visa and STB have also agreed to curate offers that showcase local businesses and work more with Pelago by Singapore Airlines to promote attractions and tours. This would include introducing benefits and experience packages for Visa cardholders globally through the Visa Destinations platform at key attractions in Singapore.
The partnership will also spotlight Singapore’s vibrant night-time experiences, such as the Singapore Grand Prix, which already creates opportunities for visitors to experience the city after dark. The latest data from Visa indicated that, during the F1™ Singapore Night Race 2026 race week, there was uplift in spend on restaurant and entertainment categories by two-thirds. Evening spend climbed by almost half between 7pm and 11pm, and nearly doubled between 11pm and 5am.
Visa and STB will develop marketing campaigns anchored on the brand strengths of Visa Destinations and STB’s Passion Made Possible. The partners will roll out initiatives across key source markets, supported by destination-led storytelling, co-marketing activities and in-destination activations. These efforts will combine tailored travel content with exclusive access and experiences for Visa cardholders.
“Singapore is already a world-class destination with strong global appeal. Our partnership with the Singapore Tourism Board is about converting that appeal into deeper engagement, bringing together STB’s destination expertise with Visa’s global network, travel insights and partnerships to inspire more international travellers to visit and return,” said Adeline Kim, group country manager, Regional Southeast Asia, and SVP, global clients, Asia Pacific, Visa.
“Visa Destinations will help turn inspiration into action by connecting our cardholders with benefits, exclusive access and distinctive experiences across attractions, dining, entertainment, retail and tours,” she added.
“Through this collaboration, we aim to create more opportunities for our tourism businesses and advance STB’s Tourism 2040 priorities through impactful, high-quality tourism growth,” said Melissa Ow, chief executive, Singapore Tourism Board.
