The Singapore Tourism Board (STB) and Grab, South - East Asia’ leading superapp, which provides everyday services like deliveries, mobility and digital payment services on mobile devices established a partnership signing a Memorandum of Understanding (MOU) joining force to enhance visitor experiences and boost the city’s tourism business growth.
This partnership focuses on strengthening Singapore’s position as a leading destination that offers value and easy travel aims to attract more international visitors and increase tourism spending by providing smoother, more relevant travel experiences across the city.
STB’s expertise in marketing and partnerships will be combined with Grab’ s technology and data on dining, transport and delivery trends to help travellers explore Singapore more easily and meaningfully and get better value from their trips, sharing data insights as a key component that will help both parties to understand visitor behaviour and find better experiences.
This initiative supports STB’s Tourism 2040 roadmap focuses on increasing tourism revenue by attracting high - value visitors, expanding the development of world - class attractions improving Singapore's appeal and outlining plans to boost demand and promote quality growth.
As part of the agreement, STB will connect grab with tourism partners across Singapore to encourage cooperation. Using insights combined with Grab’s marketing and demand generation tools, the aim is to increase visitor numbers and spending across Singapore benefiting local businesses with in addition enhancing experiences beyond the usual tourist hotspots.
One key initiative is improving the Grab Travel Pass, a bundled offer that provides discounts on services and transport for international visitors, simplifying mobility and travel planning, making it easier to get around Singapore, helping tourists, and also channelling tourism spend to a broader network of partners.
The partnership will also support Singapore in the organisation of events. Grab will work with STB and event organisers to enhance event experiences using its transport, food, and payment services, which are commonly used by leisure and business travellers.
Culinary experiences will be another area of focus. Food remains an important part of Singapore’s tourism appeal, from local hawker centres to high - end restaurants. In 2024 F&B sector contributed 14% of tourism receipts, up 6.3% from 2023 and 73% above pre - pandemic levels, and these figures reflect how important food experiences are for visitors.
To help visitors find food options, Grab’s Dine - out Discovery uses maps, reviews and location data to highlight nearby places to eat, encouraging visitors to explore both central and neighboourhoods district.
This collaboration will help local businesses by making them easier to find for visitors. Grab’s platform features heritage hawker stalls, family - run eateries and smaller local outlets, helping attract tourists and boost sales at nearby shops and this spreads tourism spending in the city.
Singapore’s tourism sector is experiencing a strong recovery, with visitor arrivals and hotel occupancy rates showing a very positive year - on - year growth, achieving a historical high in tourism receipts in 2024 and it has seen a relevant growth in 2025, with 8.33 million international visitors in the first six months and S$8.07 billion approximately US$5.95 spent in the first quarter.
As competition for tourist grows, partnerships like this aim to support steady growth by offering better experiences and sharing tourism benefits across communities.
Executive Director for Southeast Asia at STB, Terrence Voon, stated that visitors today seek good value and unforgettable experiences when they travel, and Singapore is a compact, yet exciting destination that delivers on both.
Together with Grab, STB hopes to inspire more travellers to consider Singapore, and when they are here, to make every ride an adventure. Grab’s extensive reach and capabilities, coupled with STB’s destination know - how, will help to understand customers better, while making it easier for them to discover more and get the most out of every moment in Singapore.
Managing Director of Grab Singapore, Alejandro Osorio said that one of Singapore’s greatest charms lies in the richness of its everyday experiences, from its distinctive neighbourhoods to the hawker centres and small eateries that define its culinary identity.
Through Grab partnership with STB, the company hopes to help travellers uncover authentic moments, showcasing Singapore’s heritage and encouraging deeper exploration of its diverse precints. In doing so it it will possible not only to enrich the visitor experience but also support local businesses by connecting them with a broader international audience.
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