What Singapore Tourism Board does

The Singapore Tourism Board (STB) is a statutory board of the Government of Singapore, established in 1963 under the Singapore Tourism Board Act 1963, charged with developing and promoting Singapore as a tourism destination, advising the government on tourism policy, and exercising licensing and regulatory functions over travel agents and tourist guides. STB does not sell tourism products directly to consumers; instead, it operates through industry stakeholders — over 1,000 licensed travel agents, licensed tourist guides, hotels, attractions, and cruise operators — while running marketing campaigns, grants programs, and partnerships aimed at driving visitor arrivals across leisure, MICE (Meetings, Incentives, Conferences, Exhibitions), and cruise segments.

STB's operational portfolio comprises several interconnected platforms: the Visit Singapore consumer portal (with a dedicated MICE subdomain) for destination marketing; the Singapore Tourism Analytics Network (Stan) for industry data; the TRUST electronic licensing system for travel agents and tourist guides; the Tcube innovation platform supporting adoption of 5G, XR, AI, and digital twins; and the Marketing College learning program. Underpinning these is an emerging technology stack anchored by an OpenAI partnership (first national tourism organization in Asia), an Alipay+ digital payments integration supporting 25 international e-wallets, an Alibaba Amap collaboration for AI-powered destination ranking targeting Chinese travelers, and a pilot of Unitree AI robot dogs at Sentosa and Mandai Wildlife Reserve. STB operates 17+ regional offices across the Americas, Southeast Asia, Oceania, Europe, Greater China, North Asia, and India/Middle East/South Asia/Africa.

STB's revenue model is primarily government-funded through the Tourism Development Fund (TDF), with a S$740 million injection over 2026–2030 — more than double the prior S$300 million allocation. Secondary revenue streams include licensing fees from travel agents (S$200 application, S$400 licence) and tourist guides. STB drives sector-level tourism receipts, which reached a record S$32.8 billion in 2025 (S$23.9 billion in Q1–Q3 2025, up 6.5% YoY) with 16.9 million international visitors, on a stated path to Tourism 2040 targets of S$47–50 billion in receipts and 50 million visitors.

Name

Singapore Tourism Board

Legal name

Singapore Tourism Board

Website

https://stb.gov.sg

Company type

Public

Founded year

1963

Operating status

Operating

Headcount range

251–500 employees

Short description

The Singapore Tourism Board is a statutory board under Singapore's government, established in 1963 to promote Singapore as a tourism destination. It manages licensing, industry development, marketing campaigns, and digital platforms serving leisure travelers, MICE delegates, and cruise passengers globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices19 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourism Receipts: Singapore generates tourism revenue through visitor spending on accommodation, food and beverage, shopping, sightseeing, entertainment, and gaming. The sector reached record S$23.9 billion in receipts during the first three quarters of 2025.
2. Travel Agent and Tourist Guide Licensing: STB collects application fees (S$200) and licence fees (S$400) for travel agent and tourist guide licences. Travel agents must maintain minimum paid-up capital of S$50,000 (Niche) or S$100,000 (General).
3. Tourism Development Fund: Government injects S$740 million into Tourism Development Fund over five years (more than double the previous S$300 million allocation) to support industry growth, infrastructure development, and tourism projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Singapore Tourism Board (STB) is a statutory board of the Government of Singapore responsible for developing and promoting Singapore as a destination, exercising licensing and regulatory authority over travel agents and tourist guides, and administering the Tourism Development Fund (S$740 million over five years from 2026). It operates consumer-facing destination platforms (Visit Singapore, Visit Singapore MICE), industry-facing platforms (Singapore Tourism Analytics Network / Stan, TRUST licensing system, Tcube innovation platform, Marketing College), and a global network of 17+ regional offices supporting leisure travelers, MICE delegates, and cruise passengers from key source markets.

Product overview

The Singapore Tourism Board operates a multi-platform tourism ecosystem comprising consumer-facing portals (Visit Singapore for leisure and MICE travelers), industry platforms (Stan analytics network, TRUST licensing system), innovation hubs (Tcube technology centre), and grant programmes. The portfolio also includes the Singapore Exhibition & Convention Bureau (SECB) for business events, and Merli as the destination mascot. These interconnected platforms work together to promote Singapore as a global tourism destination while regulating and supporting industry stakeholders through digital services, data analytics, and financial assistance programmes.

Differentiator

Problem solved

Functional benefit

Brands

• Merli: Destination mascot and brand character of Singapore, used for tourism promotion and marketing.

Products and services

• Visit Singapore Official tourist information website providing travel inspiration, destination guides, and essential travel tips for international visitors to Singapore. Covers leisure, MICE, and cruise segments with booking integrations.
• Visit Singapore MICE Dedicated portal for meeting planners and business event organizers, highlighting Singapore's MICE capabilities, venue options, and support services for corporate events, exhibitions, conferences, and incentive travel.
• Singapore Tourism Analytics Network (Stan) Centralized tourism data analytics platform providing access to monthly and quarterly tourism statistics including visitor arrivals, hotel performance, cruise statistics, and tourism receipts. Offers visualization tools and downloadable datasets for industry stakeholders, with API access under registration.
• TRUST (Travel Agents and Tourist Guides Licensing System) Electronic licensing system for travel agents and tourist guides. Issues and manages travel agent licences (Niche and General) and tourist guide licences with QR code verification for authenticity and real-time validity checking.
• Tcube One-stop resource hub for tourism innovation through a Learn-Test-Scale framework. Equips tourism businesses with knowledge, tools, and networks to harness technology (5G, XR, AI, digital twins) and drive meaningful growth.
• Marketing College Learning and development programme for marketing professionals offering free tourism marketing-related resources to improve marketing capabilities across the tourism industry.
• Singapore Tourism Photos and Videos Digital asset library providing access to high-quality images and videos of Singapore for media, trade partners, and marketing use.
• Tourism Development Fund Grants Suite of grant programmes supporting tourism businesses under the Tourism Development Fund, including the Business Improvement Fund (BIF), Hotel Rejuvenation Fund, Experience Step-Up Fund, Leisure Events Fund, Kickstart Fund, and Training Industry Professionals in Tourism (TIP-iT) grant.

Quantifiable outcome

• Record S$23.9 billion tourism receipts in first three quarters of 2025 (6.5% YoY growth)
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability9 records

Feature4 records

Partnerships

16 partnerships are on record, tiered flagship and core.

• Alibaba's AmapflagshipTechnology or Integration · 2 June 2026Signed MoU to jointly develop 'Singapore Street Stars,' an AI-powered destination ranking designed for Chinese travelers seeking local experiences. First overseas deployment of Amap Flying Street View 3D virtual panoramic feature covering landmarks including Sentosa, Universal Studios Singapore, Gardens by the Bay, Singapore Zoo, and Jewel Changi Airport.
• Princess CruisesflagshipStrategic or Co-development Partner · 28 May 2026Three-year partnership starting 2027 deploying Diamond Princess, Sapphire Princess, and Grand Princess as seasonal home port. Expected to welcome more than 150,000 passengers with extended itineraries of 10-28 days to regional destinations including Vietnam, Malaysia, Thailand, Japan. Supported under STB's Cruise Development Fund.
• The Walt Disney CompanyflagshipStrategic or Co-development Partner · 6 May 2026D23 Asia: The Ultimate Disney Fan Event will make its Asian debut in Singapore in 2027. Multi-day event designed as cornerstone of Disney's Asia-Pacific strategy featuring exclusive previews of APAC Originals for Disney+, star appearances, and immersive experiences.
• Disney Cruise LineflagshipStrategic or Co-development Partner · 17 March 2026Disney Adventure cruise ship homeported in Singapore with maiden voyage March 10, 2026. Three-night drone and fireworks display at Marina Bay to celebrate arrival. Disney's first cruise ship in Asia, operating 3 and 4-night sailings from Singapore.
• Royal CaribbeancoreStrategic or Co-development Partner · 3 March 2026Strategic cruise partnership with global cruise operator deploying ships including Legend of the Seas offering innovative onboard experiences such as chocolate-making workshops. Supported by Cruise Development Fund.
• Ant InternationalcoreTechnology or Integration · 26 February 2026Renewed multi-year strategic partnership to drive tourism growth through digital payments via Alipay+ platform. Transaction volume increased 36% year-on-year in 2025, with Singapore ranking among top 5 global travel destinations on the platform. Includes AI-powered Alipay+ Voyager travel agent.
• Marina Bay SandscoreGTM or Marketing Partner · 20 February 2026Two-month 'Adventure Begins: A Magical Bay Celebration with Disney Cruise Line' activation from February 26 to April 30, 2026. Fireworks sky show March 13-15, themed photo installations, dining and retail promotions from over 70 participating outlets.
• United Overseas Bank (UOB)coreGTM or Marketing Partner · 20 February 2026Three-night fireworks sky show from March 13-15, 2026 celebrating Disney Adventure arrival. More than 70 merchants offering exclusive promotions of up to 50% discount for UOB cardholders across seven participating Bay area locations.
• VisacoreGTM or Marketing Partner · 18 February 2026Promotion for Indian travelers offering benefits on travel, dining, and shopping from February 18 to May 30, 2026 to boost cross-border spending and digital payments. Includes discounts, rewards, and complimentary attractions.
• Hybe (BTS)flagshipStrategic or Co-development Partner · 6 February 2026Partnership with BTS's record label Hybe for four-night concert performances in December. SM Entertainment also launched SM Universe (Singapore), a K-pop training academy marking the company's first venture outside South Korea.
• China Council for the Promotion of International Trade (CCPIT)coreStrategic or Co-development Partner · 22 January 2026Three-year MOU marking first agreement focused specifically on cooperation in the exhibition industry. Framework for CCPIT to encourage Chinese exhibition enterprises to organize international trade exhibitions in Singapore in sectors including advanced manufacturing, clean energy, technology, and healthcare.
• Therme GroupflagshipStrategic or Co-development Partner · 4 November 2025Awarded S$1 billion tender to develop Asia's first large-scale wellbeing destination at Marina South Coast. Seven-storey, 720,000 sq ft facility with over 20 pools, 70+ wellness treatment rooms, expected to attract 2 million visitors annually. Former JTC CEO Tan Boon Khai appointed as CEO of Therme Group Singapore.
• TravelokacoreGTM or Marketing Partner · 1 November 2025Regional marketing campaign 'A World of Experiences Await' targeting young travelers in Southeast Asia from November 2025 to March 2026. Promotes Singapore as short-haul destination for spontaneous trips with discounts for flights, hotels, and activities.
• BlastcoreStrategic or Co-development Partner · 13 August 2025Multi-year partnership to host four arena esports events in Singapore including Dota Slam Singapore with $1 million prize pool. Following sellout of Blast Premier World Final 2024. Positions Singapore as Asia's leading esports hub.
• OpenAIcoreTechnology or Integration · 23 July 2025First nation in Asia to adopt OpenAI's technology through a partnership agreement aimed at enhancing visitor experiences and improving productivity across the tourism sector. Explores use cases including tailored recommendations, multilingual assistance, immersive storytelling, and robotics integration.
• WisecoreGTM or Marketing Partner · 27 May 2025Strategic partnership to promote travel to Singapore among Malaysian travelers, offering transparent currency exchange and payment solutions. Includes digital campaigns showcasing Singapore attractions and promotional giveaway of 30 return economy flights.

Scale indicators16 records

Direct peers

• Korea Tourism Organization (KTO): South Korea's national tourism organization under the Ministry of Culture, Sports and Tourism, with a similar mandate to promote Korea as a destination globally, develop tourism content, and integrate cultural exports (K-pop, K-drama) into destination marketing — directly analogous to Singapore's BTS and Disney partnerships.
• Tourism Australia: Australian Government's specialist tourism marketing agency operating under the Department of Infrastructure. Comparable in running global destination marketing campaigns, operating regional offices across STB's key source markets, and producing industry research and insights for stakeholders.
• Brand USA: USA's destination marketing organization charged with increasing international visitation to the United States through global marketing and partnerships. Structurally analogous as a public-private partnership promoting a multi-state destination with global offices.
• Tourism Malaysia: Malaysia's national tourism promotion agency, Ministry of Tourism, Arts and Culture. Operates with the same mandate to grow international arrivals, run global marketing campaigns, and develop tourism products — and is a direct competitor to Singapore within Southeast Asia for short-haul Asian travelers.
• Destination Canada: Canada's national tourism agency focused on driving economic growth through international tourism demand. Comparable in operating as a Crown corporation with government mandate, global marketing offices, and industry research and analytics functions.
• Tourism Authority of Thailand (TAT): Thailand's national tourism promotion organization, with a comparable mandate to develop and promote Thailand as a destination, manage industry licensing, and run global marketing campaigns. Both compete for the same Southeast Asian visitor pool, deploy similar source-market office networks, and are pursuing AI-driven tourism strategies.
• VisitBritain: UK's national tourism agency, funded by the Department for Culture, Media and Sport, with a mandate to grow inbound tourism value to Britain. Comparable in destination branding, international market representation, and partnership-led event marketing.
• Hong Kong Tourism Board (HKTB): Hong Kong's statutory tourism promotion body with global marketing offices, mega-event strategy, and cruise terminal positioning. A close functional peer in terms of city-state destination marketing, MICE focus, and Greater China source-market management.
• Japan National Tourism Organization (JNTO): Japan's government-affiliated national tourism organization responsible for promoting Japan internationally, supporting MICE, and providing industry data and analytics. Comparable in function, geographic specialization in Asia-Pacific source markets, and grant-making role to support tourism development.
• Dubai Department of Tourism and Commerce Marketing: Government authority responsible for planning, supervising, and marketing Dubai's tourism sector. Comparable in licensing authority, mega-event strategy, and pursuit of premium positioning — and a direct competitor for cruise deployment and luxury traveler share.

Market position

Strengths4 records

Weaknesses4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/stb_sg
• YouTubeyoutube.com/visitsingapore
• Facebookfacebook.com/visitsingapore
• LinkedInlinkedin.com/company/singapore-tourism-board
• Instagraminstagram.com/visitsingapore
• TikToktiktok.com/@visitsingapore

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Singapore Tourism Board