STB and OpenAI Sign First-of-its-kind MOU to Prepare Tourism Sector for AI-Driven Future

(Left to right) Oliver Jay, Managing Director of International, OpenAI and Jordan Tan, Chief Technology Officer, Singapore Tourism Board at the MOU signing

Singapore, 23 July 2025 – The Singapore Tourism Board (STB) and OpenAI have signed a Memorandum of Understanding (MoU) to advance Singapore's tourism sector for a future driven by Advanced AI¹. This marks the first adoption of OpenAI’s technology by a national tourism organisation in Asia, reinforcing Singapore's position as an innovative destination that continuously pursues bold solutions while meeting the evolving expectations of global travellers.

As part of this collaboration, STB will accelerate the responsible adoption of Advanced AI across the tourism sector through OpenAI's capabilities to enhance visitor experiences and improve organisational and industry productivity. This could include working with tourism businesses to deliver tailored recommendations, multilingual assistance, and enabling immersive storytelling that creates uniquely memorable experiences. The use of Advanced AI will also help deepen insights which could serve to refine destination marketing and product strategies, while supporting industry stakeholders in creating responsive services.

Under this MOU, where mutually agreed, STB will explore potential use cases to incorporate advanced tools and robotics within the tourism context, and evaluate their potential impact on the sector. STB will further explore the scalability and potential trials with relevant partners within the sector.

OpenAI, the research and deployment company behind ChatGPT, works globally with organisations to scale AI from concept to real-world impact. By incorporating OpenAI’s technology, it will prepare STB and the tourism sector for an AI-driven future by laying the groundwork for the tourism sector to benefit from the newest and latest advancements in AI, allowing for new applications to flourish.

Jordan Tan, Chief Technology Officer, Singapore Tourism Board, said, "We see tremendous potential in this collaboration with OpenAI to drive innovation and agility in the tourism sector. By leveraging OpenAI's capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector. This collaboration aligns with our Tourism 2040 roadmap to prepare the industry for evolving technological advancements, laying the foundation for transformative changes in the travel industry. From helping businesses boost operational efficiency to enhancing visitor experience through greater personalisation and engagement, these initiatives will ultimately encourage repeat visits and advocacy for Singapore.”

Oliver Jay, Managing Director of International at OpenAI, added, “Singapore has consistently set global standards in innovation, and we are proud to support STB’s commitment to shaping the future of tourism through AI. By integrating OpenAI’s technology across multiple applications, we look forward to helping STB redefine visitor experiences at scale and drive new standards of excellence within the global tourism industry.”

¹_{Advanced AI refers to cutting-edge artificial intelligence technologies and models capable of performing complex cognitive tasks, such as understanding natural language, generating human-like responses, analysing data at scale, and creating personalised, context-aware solutions. These systems go beyond traditional AI by leveraging large-scale machine learning and generative capabilities to deliver adaptive, human-centric outcomes across industries.}

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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.