Singapore Tourism Board Drives Tourism Growth through Eight Industry Partnerships

SINGAPORE, 11 April 2025 - The Singapore Tourism Board (STB) has inked seven memoranda of understanding (MOUs) and a collaboration agreement, alongside STB's annual Tourism Industry Conference (TIC). These strategic partnerships forged with local businesses and global stakeholders will strengthen Singapore's position as a leading destination through enhanced marketing reach, deeper consumer insights, and co-created innovative experiences. The collaborations leverage the unique strengths of each party and underscore STB's commitment to working hand-in-hand with industry partners to drive sustainable tourism growth and shape Singapore's diverse leisure and trade offerings on the global stage.

(a) CapitaLand Investment x STB Partnership

CapitaLand Investment (CapitaLand) and STB have renewed their partnership through a three-year collaboration agreement, demonstrating their strong commitment to establish Singapore as a premier lifestyle destination.  

Building on the success of their first partnership since June 2022, this renewed collaboration will run from June 2025 to May 2028, focusing on three key areas:   

• Attracting new international brands and first-in-world concepts and events to enhance Singapore’s distinctive lifestyle offerings for both locals and tourists.

• Growing homegrown concepts, attractions and events with strong tourism potential to support local entrepreneurship and innovation.

• Supporting the rejuvenation of CapitaLand’s existing concepts and attractions into first-in-the-region experiences in key properties like CQ @ Clarke Quay, Funan, Raffles City Singapore and many more.

(b) Dempsey Precinct Partnership (Dempsey x HSBC Bank (Singapore) Limited x STB MOU)

Dempsey representatives, HSBC Bank (Singapore) Limited, and STB have formed the Dempsey Precinct Partnership to jointly promote the historic lifestyle precinct. The inaugural partnership seeks to drive awareness of the precinct’s unique offerings and encourage greater exploration of the Dempsey area.

The partners will synergise marketing efforts and develop joint marketing campaigns to drive awareness and visitorship. This collaborative approach aims to create greater marketing impact, establish the precinct as a must-visit destination for both locals and tourists and highlight the precinct’s unique blend of heritage architecture, contemporary lifestyle experiences, and lush surroundings.

HSBC cardholders currently enjoy exclusive deals at over 30 establishments throughout the Dempsey precinct, encompassing dining, retail and lifestyle experiences. The partners will continue to collaborate in curating and promoting these deals.

(c) Fever Labs Inc. x STB MOU

Fever Labs Inc. and STB have signed a three-year MOU to strengthen Singapore's position as Asia’s leading attractions and entertainment hub. 

The partnership aims to boost international visitor arrivals and tourism spend, while elevating Singapore’s appeal as a destination. The collaboration will focus on three key aspects to enhance Singapore’s tourism offerings: 

• Secure world’s-first or first-in-Asia signature events and provide joint marketing support for these events.

• Foster strategic collaborations with key stakeholders, potential partners and event organisers of major events to maximise synergies and strengthen Singapore's events ecosystem.

• Exchange information and insights to gain a deeper understanding of international visitors to Singapore and their consumption of events and experiences.

(d) Klook x STB MOU

Klook, an online travel booking platform, and STB have broadened their partnership to drive inbound tourism to Singapore with a new three-year MOU. Under the agreement, STB and Klook will focus on four key areas to support STB’s T2040 ambitions:

• Driving incremental inbound tourism growth

• Identifying and cultivating future demand

• Developing innovative products and experiences

• Futureproofing our tourism ecosystem

These will include a joint global marketing campaign, exploring new and emerging audience segments to diversify the base of international visitors to Singapore, co-curating products, collaborating to bring in marquee events, marketing and driving cruise as well as pre and post cruise offerings in Singapore and test-bedding emerging technology such as AI. 

(e) Pop Mart International x STB MOU

Pop Mart International (Pop Mart), the renowned Chinese toy company, and STB have inked a three-year partnership. The first-of-its kind collaboration between Pop Mart and a tourism destination will bring exclusive products and experiences to Singapore.  

Aside from exciting activations and events across selected precincts, the partnership will see Singapore as the exclusive host for the only POP TOY SHOW outside of China in 2025 and 2026 - the largest toy exhibition in Asia featuring pop culture-toys, collectibles and merchandise. These initiatives will offer both visitors and locals unprecedented access to highly coveted Pop Mart products available exclusively in Singapore.

(f) Pop Mart International x Mandai Wildlife Group x STB MOU

Mandai Wildlife Group and STB are joining forces with Pop Mart International (Pop Mart) to create an enchanting experience featuring their globally popular IPs, such as LABUBU, part of THE MONSTERS. This collaboration brings wildlife education and pop culture together through the immersive takeover of selected wildlife parks, targeted to launch in Q1 2026.

This initiative will feature unique photo zones, experiential displays, and an exclusive Pop Mart pop-up store, demonstrating Singapore's ability to forge innovative partnerships with global brands.

The collaboration exemplifies how Singapore's tourism sector continues to evolve through strategic partnerships, offering visitors novel experiences. This initiative aims to enhance destination appeal while driving meaningful engagement with both local and international audiences.

(g) Singapore Business Federation x STB MOU

Singapore Business Federation (SBF) and STB have signed a two-year MOU to strengthen the local MICE ecosystem and pursue new opportunities by expanding the pool of local hosts for Association Conferences. 

This partnership aims to enhance capabilities of local trade associations, facilitate networking between local and international members to drive business opportunities, and empower local associations to bid for and host world-class business events in Singapore.

The multi-year partnership will see both organisations collaborate on the following strategic areas: 

• Develop Trade Associations and Chambers (TAC) Summit as Asia’s premier business association event, reinforcing Singapore’s position as a leading business hub in the region. 

• Identify and support local trade associations to bid for and host international or home-grown business events.

• Strengthen the capability of local associations through content collaboration with local and foreign association partners.

(h) WIGGLE WIGGLE (BMSMILE) x Singapore Flyer x STB MOU

Singapore Flyer and STB are partnering with South Korean lifestyle brand WIGGLE WIGGLE¹ to transform one of Singapore's most iconic landmarks starting from Q2 2025.  

This four-month marketing partnership, WIGGLE WIGGLE’s first in Southeast Asia, features five specially-themed capsules and giant inflatables at the Singapore Flyer. Each of the capsules will have its own unique design, blending WIGGLE WIGGLE's beloved designs with Singapore's very own mascot, Merli, creating adorable photo opportunities for visitors. Fans will delight in the dedicated 1,200-square-foot experience zone and pop-up store that will showcase WIGGLE WIGGLE's popular lifestyle products in the heart of Singapore. 

This creative partnership demonstrates Singapore's commitment to reimagining experiences through innovative collaborations with international brands, while adding new appeal to our iconic attractions.

The quote sheet, along with names of the witnesses and signatories of the MOUs can be found in Annex A.

 Images can be downloaded here.

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¹_{WIGGLE WIGGLE is a lifestyle brand under BMSMILE, a global lifestyle platform company from South Korea that creates innovative brands in various industries through advanced vertical integration.}

About the 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.

Note:
All above-mentioned MOU and collaboration agreement signings took place physically in the morning of TIC, with the exception of the Fever Labs Inc. x STB MOU, which was a digital signing.