Visa and the Singapore Tourism Board (STB) have signed a three-year Memorandum of Understanding in Singapore to strengthen the country’s appeal as a travel destination. The agreement was signed on 22 October 2026 by Adeline Kim, Group Country Manager, Regional Southeast Asia & SVP, Global Clients, Asia Pacific at Visa, and Melissa Ow, Chief Executive of STB.
The collaboration covers three areas: driving discovery of Singapore’s tourism products, particularly dining and night-time experiences; using data to identify high-value tourism opportunities; and developing co-branded marketing campaigns for both Visa and Singapore.
Visa said Singapore will join Visa Destinations, a global travel programme designed to help travellers discover and experience major destinations. Singapore is the second country in Asia Pacific to join the programme, following Thailand in July this year, and joins cities including London, New York and Paris. The programme is set to begin in Singapore in November.
Focus on dining and night-time spend
The first pillar of the partnership will focus on benefits and experiences across attractions, dining, entertainment, retail and tours. Visa said its data shows shopping and dining are significant contributors to traveller spend, and that repeat visitors spend around four times more than first-time visitors.
Visa and STB will work on curating offers with local businesses across tourism precincts, building on an existing partnership with Pelago by Singapore Airlines. The companies will also build on an existing collaboration with Grab to promote Singapore’s night-time experiences.
Visa cited data from the Formula 1 Singapore Night Race week in 2026, showing spend on restaurants and entertainment rose by two-thirds during that period. Evening spend between 7pm and 11pm climbed by almost half, and spend between 11pm and 5am nearly doubled, according to Visa.
Data and co-branded campaigns
The second pillar will use Visa’s cardholder data and analytics to identify high-value tourism opportunities. Visa said some of the largest inbound travel corridors to Singapore among its cardholders come from Australia, Indonesia, Mainland China, Malaysia and the United States, which it said aligns with STB visitor arrival data on major source markets.
The third pillar will see the two organisations develop co-branded marketing campaigns built on Visa Destinations and STB’s Passion Made Possible brand. These will include destination-led storytelling, co-marketing activities and in-destination activations across key source markets, building on past campaigns including “Seasons. Made in Singapore” and “Non-stop Fun”.
Kim set out how the partnership is intended to work for travellers and 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 Kim. “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. Together, we can make every stage of the journey more rewarding and seamless, while helping visitors discover more of Singapore and supporting the country’s ambition for high-value tourism growth.”
Ow described how the partnership connects to STB’s longer-term plans.
“As travellers today increasingly seek more personalised and distinctive experiences, Singapore continues to evolve to inspire new discoveries with every visit. This partnership with Visa brings together its global reach, insights and network of partners with STB’s destination expertise to curate compelling, high-quality experiences and data-driven marketing campaigns that resonate with travellers’ interests. 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 Ow.
