The Singapore Tourism Board (STB) has announced a series of strategic partnerships to bolster Singapore’s position as a premier global destination. Unveiled at the annual Tourism Industry Conference on 11 April 2025, these collaborations include seven memoranda of understanding (MOUs) and a collaboration agreement with both local and international stakeholders.
Among the key partnerships, CapitaLand Investment and STB have renewed their collaboration to attract international brands and rejuvenate existing attractions, such as CQ @ Clarke Quay and Raffles City Singapore. This partnership, running from June 2025 to May 2028, aims to enhance Singapore’s lifestyle offerings.
The Dempsey Precinct Partnership, involving HSBC Bank (Singapore) Limited, seeks to promote the historic precinct through joint marketing efforts, offering exclusive deals to HSBC cardholders at over 30 establishments. Fever Labs Inc. has also signed a three-year MOU with STB to secure world-first events and strengthen Singapore’s entertainment hub status.
Klook, an online travel platform, will work with STB to drive inbound tourism through innovative products and experiences, whilst Pop Mart International will bring exclusive toy exhibitions to Singapore, including the only POP TOY SHOW outside China.
Further collaborations include a partnership with Mandai Wildlife Group to create immersive experiences featuring Pop Mart’s popular IPs, and an MOU with the Singapore Business Federation to enhance the local MICE ecosystem. Additionally, South Korean lifestyle brand WIGGLE WIGGLE will transform the Singapore Flyer with themed capsules and inflatables.
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