Singapore Tourism Board and Universal Music Singapore Form Global Multi-Year Partnership to Amplify Singapore’s Appeal as a Must-Visit Destination

Singapore, 8 May 2026 – The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, the world’s leading music entertainment company, today signed a Memorandum of Understanding (MoU) to amplify Singapore's appeal as a global destination. Together, STB and UMSG will use the power of music to raise Singapore’s profile and inspire travel to the country.

The three-year partnership draws on UMSG’s network of international artistes, market insights and global media channels to create a platform that introduces Singapore to new, global audiences. The strategic partnership between STB and UMSG will highlight the story of Singapore through music via integrated marketing campaigns, fan activations, and travel partner collaborations, while elevating the city’s position as a must-visit travel destination. There will also be opportunities to showcase local talents alongside international artistes, telling authentic stories through their shared passion points.

Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music. What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We're not just creating content; we're crafting memorable moments that give fans compelling reasons to visit Singapore.”

This partnership builds on STB’s previous successful collaborations with UMSG artistes, including Nick Jonas’s appearance at Singapore Art Week, OneRepublic’s social content exploring the inspiration behind their instrumental track ‘Singapore’, and Billie Eilish’s live performance filmed at Gardens by the Bay. These moments demonstrate the power of authentic, artiste-led storytelling to inspire travel and position Singapore as a dynamic cultural destination.

“Music has a unique ability to shape people’s experiences, including of places, and this partnership allows us to bring Singapore to the world through the voices and perspectives of our artistes,” said Calvin Wong, CEO, Southeast Asia & Korea, SVP Asia, Universal Music Group. “Combining UMSG’s artiste network and audience insights with STB’s vision for destination storytelling will create new opportunities for our artistes across Asia, and position Singapore as a stage for creativity, connection, and global cultural exchange.”

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About Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. 

About Universal Music Group

At Universal Music Group, we exist to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content. Featuring the most comprehensive catalogue of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information on Universal Music Group visit www.universalmusic.com.