Visa and Singapore Tourism Board Launch Three-Year Tourism Partnership - Get updated on what's happening in tourism!

Visa and the Singapore Tourism Board (STB) have signed a three-year agreement aimed at strengthening Singapore's position as an international travel destination. The partnership will focus on developing visitor experiences, analysing travel spending patterns and launching joint marketing campaigns in important source markets. A central element is the introduction of the Visa Destinations programme in Singapore, scheduled to begin in November 2026.

The agreement, signed on October 22, brings together Visa's international payment network and consumer spending insights with the tourism board's destination marketing expertise. Both organisations intend to encourage visitors to explore more of Singapore, particularly its restaurants, attractions, entertainment venues and night-time activities. The initiative will also involve local tourism businesses and commercial partners.

Singapore will become the second country in Asia Pacific to participate in Visa Destinations, following Thailand's introduction to the programme in July 2026. The international initiative also operates in cities including London, New York and Paris. Through the platform, Visa cardholders will gain access to selected benefits, experiences and travel-related offers. The partners see the programme as a way to encourage repeat visits and generate additional spending across Singapore's tourism economy.

Dining, Attractions and Nightlife Take Centre Stage

The first area of cooperation will concentrate on developing tourism experiences across attractions, restaurants, entertainment, shopping and guided tours.

According to Visa's spending analysis, shopping and dining represent important components of international visitor expenditure. The company also reports that repeat visitors spend approximately four times as much as first-time visitors, highlighting the commercial significance of encouraging travellers to return.

Visa and STB plan to work with local businesses in different tourism districts to develop offers that encourage visitors to discover a wider range of experiences. The initiative will build on an existing partnership with Pelago, Singapore Airlines' travel experiences platform, to promote attractions and tours.

Selected benefits and experience packages will be made available to Visa cardholders internationally through Visa Destinations. The partners also intend to improve the integration of payment services throughout the visitor journey.

Singapore's nightlife will receive particular attention. Visa and STB plan to expand initiatives connected with an existing collaboration involving Grab, highlighting evening entertainment, dining and major events.

The commercial potential of night-time tourism was demonstrated during the 2026 Singapore Formula 1 Grand Prix. According to Visa, spending in restaurant and entertainment categories increased by approximately two-thirds during race week.

Evening expenditure between 7 pm and 11 pm rose by almost 50%, while spending between 11 pm and 5 am nearly doubled. These figures illustrate the economic opportunities associated with major events and Singapore's after-dark visitor economy.

Visitor Data to Guide International Marketing

A second component of the agreement involves using payment and tourism data to identify opportunities for higher-value international tourism.

Visa's analysis identifies Australia, Indonesia, mainland China, Malaysia and the United States among the largest inbound travel corridors to Singapore within its cardholder network. These markets also feature prominently in the Singapore Tourism Board's international visitor statistics.

By combining their respective insights, the partners aim to develop a more detailed understanding of visitor preferences, travel behaviour and spending patterns.

The findings will inform tourism product development and promotional activities, helping businesses respond more effectively to demand from different international markets.

The third area of cooperation will involve joint marketing campaigns combining Visa Destinations with STB's Passion Made Possible destination brand.

Campaigns will target selected source markets through travel content, promotional partnerships and activities within Singapore itself. They will also build on earlier joint initiatives involving Visa, STB and Pelago, including Seasons. Made in Singapore and Non-stop Fun.

Supporting Singapore's Long-Term Tourism Strategy

Adeline Kim, Visa's Group Country Manager for Regional Southeast Asia and Senior Vice President of Global Clients, Asia Pacific, described the agreement as an opportunity to translate Singapore's international appeal into stronger visitor engagement.

The company intends to use its payment network and commercial partnerships to connect international travellers with distinctive local experiences while supporting tourism businesses.

Melissa Ow, Chief Executive of the Singapore Tourism Board, emphasised the growing demand for personalised travel experiences and the importance of using visitor insights to develop more targeted tourism initiatives.

The partnership also supports Singapore's Tourism 2040 priorities, which place emphasis on sustainable, high-quality growth and greater economic value from international tourism.

For Singapore's tourism industry, the agreement represents a closer integration of destination marketing, payment technology and visitor experience development. Rather than focusing exclusively on attracting additional arrivals, the initiative seeks to increase the value of each visit, encourage repeat travel and distribute tourism spending across a broader range of local businesses.

The first Visa Destinations offers in Singapore are expected to become available when the programme launches in November 2026.

Image Credit: © AI generated illustration