The Singapore Tourism Board (STB) and Visa have signed a three-year collaboration to develop co-branded marketing campaigns and visitor offers aimed at encouraging international travellers to extend and diversify spending in Singapore. The agreement includes the national roll-out of the Visa Destinations programme, scheduled to launch in Singapore in November 2026.
Data-led visitor marketing and curated experiences
Under the deal, Visa will combine its global payments network and cardholder spending insights with STB’s destination expertise to create targeted campaigns, curated experiences and exclusive benefits for Visa cardholders. The partnership will concentrate on dining, attractions, entertainment and night-time activities, with the aim of strengthening Singapore’s appeal, encouraging repeat visits and supporting growth in tourism spending.
- Duration: three years
- Programme: Visa Destinations to launch in Singapore in November 2026
- Focus areas: dining, attractions, entertainment and night-time economy
The two organisations said they would use Visa’s transaction data and analytics across key inbound markets — including Australia, Indonesia, mainland China, Malaysia and the United States — to identify opportunities to attract higher-value visitors and build preference for both Visa and Singapore as a destination.
Commercial partnerships and evidence from the field
The collaboration will also build on existing commercial ties, notably with Pelago by Singapore Airlines and with Grab, to promote attractions, tours and night-time experiences. Visa’s spending data from the 2026 Formula 1 Singapore Night Race was cited to underscore potential gains: spending on restaurants and entertainment during the race week rose by about two-thirds, evening spending between 19:00 and 23:00 increased by almost half, and late-night spending between 23:00 and 05:00 nearly doubled.
STB and Visa said their work would include creating offers across attractions, dining, entertainment, retail and tours, and highlighting local businesses in tourism districts to distribute benefits more widely through the visitor economy.
| Element | Detail |
|---|---|
| Partnership length | Three years |
| Programme | Visa Destinations (launch: November 2026) |
| Target markets | Australia, Indonesia, mainland China, Malaysia, United States |
Singapore will become the second market in the Asia-Pacific region to join Visa Destinations after Thailand, which was introduced in July 2026. The STB–Visa agreement emphasises the use of payment-derived insights to tailor offers and guide marketing investment, and aims to capture incremental spending beyond daytime tourist activities by promoting night-time economy products.
Both organisations said the partnership would look to generate repeat visitation and to showcase local tourism businesses through co-branded campaigns and cardholder benefits.
