The Singapore Tourism Board (STB) has signed seven MoUs and one collaboration agreement with local and international partners to strengthen Singapore’s position as a top tourism and lifestyle destination.
These partnerships aim to enhance marketing efforts, attract new events and brands, improve visitor experiences, and promote sustainable tourism growth.
Key collaborations include partnerships with CapitaLand, Fever Labs, Pop Mart, Klook, and the Singapore Business Federation, targeting areas such as lifestyle, entertainment, business events, and destination branding.
The partnership with CapitaLand Investment has been renewed with a three-year collaboration agreement, running from June 2025 to May 2028. This collaboration will focus on attracting international brands and events to Singapore, supporting the development of local concepts with tourism potential, and updating CapitaLand’s existing properties – such as CQ @ Clarke Quay, Funan, and Raffles City Singapore – to offer new experiences.
A new partnership, the Dempsey Precinct Partnership, has been formed by representatives from Dempsey, HSBC Bank (Singapore), and STB to promote the Dempsey area. It will focus on increasing awareness and encouraging visits through joint marketing campaigns, and highlight the area’s unique mix of heritage architecture, retail, dining, and green spaces.
The partnership with Fever Labs will further support efforts to position Singapore as a hub for attractions and entertainment in Asia. Over the next three years, this collaboration will aim to secure first-in-the-world or first-in-Asia events, foster partnerships with industry stakeholders, and share insights to better understand international visitor preferences, ultimately growing visitor numbers and tourism spending.
STB’s expanded partnership with Klook, formalised through a new three-year MoU, will support the STB’s Tourism 2040 goals. It will focus on growing visitor numbers, identifying future demand, developing new tourism products, and strengthening the sector’s long-term resilience. Key initiatives include a global marketing campaign, co-developing tourism offerings, supporting major events, promoting cruise-related travel, and testing emerging technologies such as AI.
In partnership with Pop Mart International, a three-year collaboration will introduce exclusive experiences and events in Singapore, including the Pop Toy Show, which will be the brand’s only showcase outside China in 2025 and 2026. Additionally, Pop Mart is collaborating with Mandai Wildlife Group and STB to launch a themed experience at selected wildlife parks in 2026.
Meanwhile, the Singapore Business Federation (SBF) and STB have signed a two-year MoU to support the local business events ecosystem and increase the number of local hosts for association conferences. This partnership will aim to improve the capabilities of local trade associations, provide networking opportunities, and assist them in bidding for and hosting international business events in Singapore.
Finally, Singapore Flyer and STB are collaborating with South Korean lifestyle brand Wiggle Wiggle to transform one of Singapore’s most iconic landmarks starting from 2Q2025. This four-month partnership – the brand’s first in South-east Asia – will feature five themed capsules and giant inflatables at the Singapore Flyer. Visitors can also enjoy a 111.5m² experience zone and pop-up store showcasing Wiggle Wiggle’s popular products.
