What TheSmartLocal.com does

TheSmartLocal.com is a Singapore-based digital media publication founded in 2012, operating as part of TSL Media Group alongside sister brands Eatbook (food), MustShareNews, and Zula. The platform publishes editorial content covering travel, dining, attractions, events, nightlife, hotels, and lifestyle topics, with localized country editions serving eight Asian markets: Singapore (primary), Thailand, Malaysia, Indonesia, Vietnam, Japan, Korea, and the Philippines. Its target audience comprises Singapore residents seeking local activity discovery and weekend planning resources, regional travelers planning trips within Southeast and East Asia, and brands/advertisers seeking access to an engaged consumer base.

The core product is a content-driven web and social platform distributed across owned domains, Twitter/X, Facebook, Instagram, YouTube, TikTok, Telegram, and email newsletters. The platform embeds tracked booking links from affiliate partners (Klook, Trip.com, Pelago, FeverUp, Agoda) within articles to convert reader interest into ticket and hotel bookings. TSL Connect, a recurring membership program, layers on member-only pricing, exclusive deals, and saved content features. There is no mobile app, public API, or proprietary technology stack disclosed; the underlying platform is a standard CMS-based publishing operation rather than a technology product.

The business model rests on three revenue streams: (1) display and sponsored-content advertising sold to brands, attractions, and event organizers; (2) affiliate commission revenue generated when users book activities, attractions, or hotels via embedded partner links; and (3) TSL Connect subscription/membership fees. The company is privately held with no disclosed funding rounds, appears bootstrapped, and is led by founder and managing director Bryan Choo. Headcount of 101–250 employees and self-description as 'Singapore's Leading Travel and Lifestyle Portal' indicate an established but not large-scale media operation.

Name

TheSmartLocal.com

Legal name

TheSmartLocal.com

Website

https://thesmartlocal.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

TheSmartLocal.com is a Singapore-based digital media group founded in 2012, operating TheSmartLocal, Eatbook, MustShareNews, and Zula across 8 Asian markets, publishing travel and lifestyle editorial content monetized through advertising, affiliate booking commissions, and the TSL Connect membership program.

Ownership category

akta.pro rank

Product category

Digital Travel and Lifestyle Media

NAICS

Tour Operators (56152)

SIC

Services-Advertising (7310)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

Local Tours, Activities & Attractions Metasearch (THALAEAI), Tours/Activities/Attractions Content Aggregators & APIs (THALAJAH)

Keywords

• Travel media
• Lifestyle content
• Event listings
• Affiliate ticketing
• Digital publishing

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: The platform monetizes through advertising placements. The site clearly states 'Advertise with TheSmartLocal' indicating a primary ad revenue stream for brands looking to reach their audience of Singaporeans interested in travel and lifestyle content.
2. Affiliate/Commission Revenue: The platform generates commission revenue through referral links for ticket bookings (Klook, Trip.com, Pelago), hotel bookings, and other travel services. Articles include embedded ticket links with tracking parameters.
3. TSL Connect Membership: Subscription/membership program offering exclusive deals, early access to events, and special pricing for members. Users can sign up for TSL Connect to access member-only pricing on activities and attractions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

TheSmartLocal.com is a digital travel and lifestyle media portal that publishes editorial guides, reviews, and event listings covering local activities, attractions, restaurants, hotels, nightlife, and travel destinations across Singapore and seven other Asian markets. It monetizes its audience through display and sponsored content advertising, affiliate commission referrals to integrated ticket-booking partners (Klook, Trip.com, Pelago, Agoda, FeverUp), and a recurring TSL Connect membership program offering exclusive deals and early event access.

Product overview

TheSmartLocal.com is a unified travel and lifestyle content platform that publishes editorial guides, reviews, event listings, and recommendations across travel destinations, dining, attractions, nightlife, and family activities. The core platform (TheSmartLocal.com) is complemented by regional sub-brands serving Thailand, Malaysia, Indonesia, Vietnam, Japan, Korea, and Philippines. A membership program called TSL Connect provides registered users with exclusive deals and saved content features. The company operates under TSL Media Group as its parent organization.

Differentiator

Problem solved

Functional benefit

Products and services

• TheSmartLocal.com (Singapore edition) Singapore's leading travel and lifestyle content portal, publishing curated guides, reviews, event listings, and recommendations across travel, dining, attractions, nightlife, family activities, and local events. Targets Singapore-based readers and regional travelers, with integrated affiliate ticket booking for monetization.
• TheSmartLocal Regional Editions (Thailand, Malaysia, Indonesia, Vietnam, Japan, Korea, Philippines) Localized versions of TheSmartLocal's travel and lifestyle portal serving audiences in Thailand (thesmartlocal.co.th), Malaysia (thesmartlocal.my), Indonesia (thesmartlocal.id), Vietnam (thesmartlocal.com/vietnam/), Japan (thesmartlocal.jp), Korea (thesmartlocal.kr), and Philippines (thesmartlocal.ph) with region-specific editorial content and ticket booking.
• TSL Connect Subscription/membership program for registered users of TheSmartLocal.com, providing exclusive deals, early access to events and activities, member-only pricing on attractions, and saved content features.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• KlookcoreChannel Partner/ Reseller/ DistributorKlook is integrated as a ticket booking partner throughout TheSmartLocal articles. Articles feature embedded Klook links with affiliate tracking parameters (partner=KLOOK) for attractions, activities, and event tickets. Commission revenue is generated when users book through these links.
• Trip.comcoreChannel Partner/ Reseller/ DistributorTrip.com serves as a ticket booking partner integrated into articles with affiliate tracking. Featured alongside Klook for booking attractions, tours, and activities with commission earned on referrals.
• PelagocoreChannel Partner/ Reseller/ DistributorPelago is featured as a booking partner for attractions and activities with affiliate tracking integrated into article content. Part of the platform's ticketing ecosystem.
• FeverUpminorChannel Partner/ Reseller/ DistributorFeverUp is referenced as a ticket booking option for certain events and attractions featured on the platform.
• AgodaminorChannel Partner/ Reseller/ DistributorHotel booking partner referenced in articles for accommodation bookings with affiliate commission on referrals.
• KlookcoreGTM or Marketing PartnerTSL Media Group (parent company of TheSmartLocal) maintains a partnership with Klook as evidenced by their integrated ticketing platform across properties.
• TSL Media GroupcoreOthersTheSmartLocal is part of TSL Media Group, the parent company overseeing TheSmartLocal brand across all markets including Singapore and regional editions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Traveloka: Southeast Asia-headquartered travel platform covering flights, hotels, and activities. Comparable as a Southeast Asian travel commerce player, though operates with its own booking inventory rather than affiliate-based content monetization.

Broad incumbents

• Trip.com: Global online travel agency serving as both affiliate partner and adjacent competitor. Comparable in monetizing activity bookings via commission economics, though at much larger scale across global markets.
• Klook: Asia-Pacific activities and attractions booking marketplace that is both a core affiliate partner and adjacent competitor. Comparable in monetizing the tours/activities category, but operates the inventory side rather than content curation.
• Agoda: Asia-Pacific hotel booking platform that is an established affiliate partner. Comparable in affiliate-driven hotel booking monetization, though Agoda operates inventory and booking infrastructure rather than content.
• TripAdvisor: Global travel content and review platform covering attractions, restaurants, and things to do. Comparable in monetizing editorial content via affiliate bookings, but operates at much greater scale and across global rather than regional scope.
• Lonely Planet: Global travel content brand covering destinations, guides, and things to do. Comparable in editorial travel content monetization, though traditionally a guidebook publisher expanding into digital, with global rather than Singapore/SEA focus.
• Pelago: Singapore-based activities and experiences booking marketplace (a Trip.com Group company). Comparable as an activities booking partner and adjacent competitor focused on tours, attractions, and experiences across Asia.

Direct peers

• SETHLUI.com: Singapore-based travel, food, and lifestyle publication operating a similar editorial content model targeting Singapore residents and regional travelers. Closely comparable in geography, audience, and content verticals (travel, dining, things to do).
• Time Out Singapore: City-focused travel, dining, and things-to-do content portal covering Singapore. Operates a near-identical content vertical structure (events, restaurants, attractions, nightlife) and shares the same target audience of urban Singaporeans and travelers.
• Mothership: Singapore-focused digital media publication covering news, lifestyle, and viral content with similar multi-platform social distribution. Comparable as a Singapore digital publisher competing for the same local advertiser base and audience attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheSmartLocal
• YouTubeyoutube.com/user/TheSmartLocal
• Facebookfacebook.com/TheSmartLocal
• LinkedInlinkedin.com/company/the-smart-local
• Instagraminstagram.com/thesmartlocalsg
• TikToktiktok.com/@thesmartlocalsg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 TheSmartLocal.com