​​​​​​ The Experience Step-Up Fund (ESF) supports development and enhancement of tourism experiences that increase the attractiveness of Singapore to visitors, hence improving overall visitor experience and satisfaction in Singapore.


The ESF is open to all businesses/companies or associations registered in Singapore, and government bodies.

Proposed projects should fall under one of the following categories:

  • Development of new products and experiences
  • Content enhancements at existing attractions and precincts
  • Technology enablers
  • Amenities enhancements within retail malls and attractions
  • Infrastructure enhancements 


For more information and any queries on the grant scheme, you may contact the STB Incentive Policy Department at STB_Incentives@stb.gov.sg .

For any feedback or suggestions, you may email the Quality Service Manager at STB_qsm@stb.gov.sg or leave your message here.



Successful applicants will receive funding support of up to 70% of qualifying costs, subject to the scope of the project and STB's evaluation of the merits of the project. Qualifying costs may include third-party project-related costs such as professional services, hardware/equipment and software, materials and consumables, production1, and/or marketing2 costs; and internal manpower costs (limited to tour development projects).

1 For production costs of new products and/or new packaging for souvenirs, funding support is only applicable to the first run of production

2 For marketing costs of qualifying media (print, digital and video) for overseas promotion/distribution, funding support is only applicable for a maximum period of 6 months


Proposed projects will be assessed on how they develop tourism experiences to improve visitor satisfaction (especially tourists), increase footfall, increase revenue and/or enhancing the overall destination branding.


STB is calling for proposals from tourism businesses to develop new relevant content for Chinese-speaking visitors and/or better deliver existing relevant content to Chinese-speaking visitors to enhance their visitor experience and satisfaction during their stay in Singapore.

The proposed projects, targeting post-arrival visitors, should address one or more of the following areas:

Chinese Language EnablementChinese-specific Co​ntent/Programmes
  • Richer storytelling to Chinese-speaking visitors
  • Enhanced understanding by and/or interactivity with Chinese-​​speaking visitors
  • Amplification of Chinese-language content through relevant platforms to reach out to more Chinese-speaking visitors
  • Engaging and compelling content/programmes for Chinese-speaking visitors

*For pure language enablement (e.g. brochure translation/audio guide translation), funding support is capped at 50% of qualifying costs.

Application Process for Call for Proposals - ESF Call-Out for the China Market​

Interested applicants are to:

You would be advised to submit an official application form should your project be eligible for the Call for Proposals.

All proposals can be submitted on an ongoing basis from now till 31 December 2018.

Please refer to the Call for Proposals presentation here​ for more information on:

  • Objective,
  • Support parameters,
  • Evaluation criteria, and
  • Application process.


For all other applications (i.e. non-call-for-proposals), interested applicants are requested to contact STB for more information. 

Interested applicants are advised to provide an executive summary / brief description of the proposed project to STB_Incentives@stb.gov.sg​. An STB officer will be in touch to assist you further. The STB officer in-charge of your project will advise you if your proposed project is eligible for ESF and to proceed with the application. 

Please note that projects that have commenced prior to STB’s offer of the grant may not be eligible.​


Grants will be disbursed to successful applicants on a reimbursement basis, subject to achievement of the agreed project deliverables and milestones. Applicants are required to submit third-party audited documents on qualifying costs for the disbursement of grants, unless otherwise stated.