The Singapore Tourism Board (STB) and Booking.com have signed a three-year Memorandum of Understanding covering joint marketing, data sharing and sustainability collaboration. The agreement was signed alongside ITB Asia 2026 in Singapore. STB said the partnership aims to boost visitor arrivals and tourism spend in support of its Tourism 2040 goals.
The MOU covers joint marketing campaigns targeting consumer segments to increase bookings across accommodation, flights, attractions and experiences. Booking.com will engage merchants to develop new products and targeted promotions encouraging visitors to explore more of Singapore. STB said the campaigns aim to convert long-haul stopovers into extended stays.
The collaboration will draw on Booking.com’s presence across more than 220 countries and territories to reach new and returning travellers. Both organisations will also set up a framework for regular data and insights exchange, covering travel patterns, seasonal trends and visitor preferences. Booking.com will take part in STB’s sustainability initiatives to share best practices and case studies.
First MOU with Booking.com
Edward Koh, Executive Director, International Group HQ & Oceania at STB, described the agreement as the board’s first MOU with Booking.com.
“STB is pleased to partner with Booking.com to strengthen Singapore’s position as a premier destination for travellers worldwide,” Koh said. “This is STB’s first MOU with Booking.com and by leveraging Booking.com’s extensive global reach, this partnership will allow us to drive immediate and future demand by encouraging travellers to stay longer, visit more often, and do more in Singapore. We also look forward to collaborating on new data insights and sustainability initiatives, as part of our commitment to working with the industry in building a future-ready tourism sector together.”
Laura Houldsworth, Managing Director Asia Pacific at Booking.com, set out what the partnership means for the company’s work with national tourism organisations in the region.
“We are delighted to partner with the Singapore Tourism Board over the next three years, reflecting our long-term commitment to the country,” Houldsworth said. “This marks an exciting new chapter for us as we deepen our commitment to working with national tourism organisations in Asia. By combining Booking.com’s global reach, expertise, data insights and technology with STB’s vision, we aim to make it even easier for travellers to discover everything Singapore has to offer, from its rich culture and iconic experiences to a growing range of sustainable travel options. Beyond driving bookings, this partnership reinforces our shared commitment to supporting local travel trade partners and fostering long-term, responsible growth for Singapore’s tourism industry.”
