Visa Partners Singapore Tourism Board in Three-Year Pact to Boost Tourism Spending

What happened

Global payments leader Visa and the Singapore Tourism Board (STB) signed a three-year memorandum of understanding on October 22 to strengthen Singapore's appeal as a preferred travel destination and unlock new growth opportunities. The signing ceremony brought together Adeline Kim, Visa's Group Country Manager for Regional Southeast Asia and SVP for Global Clients in Asia Pacific, and Melissa Ow, Chief Executive of STB.

Three pillars

The collaboration focuses on three pillars: driving discovery of Singapore's tourism products, especially its dining and night-time experiences; deriving insights to identify high-value tourism opportunities; and developing co-branded marketing campaigns to build brand preference for both Visa and Singapore. Early work will span attractions, dining, entertainment, retail and tours — the key categories of traveller spend.

Visa Destinations comes to Singapore

Visa also announced that Singapore will join Visa Destinations, its global travel programme designed to reshape how travellers discover the world's most iconic destinations. Singapore is the second country in Asia Pacific to launch it, following Thailand in July; other cities include London, New York and Paris. The programme commences in Singapore this November.