All aboard Marina Bay’s Disney adventure as precincts bet on experiences

UOB, Marina Bay Sands, and Singapore Tourism Board (STB), in collaboration with Disney Cruise Line, are turning Marina Bay into a two-month experiential playground for visitors, anchored by Asia’s first Disney Cruise Line-inspired sky show.

The activation, titled “Adventure begins: A magical bay celebration with Disney Cruise Line”, runs from 26 February to 30 April 2026, combining retail, dining and entertainment experiences to engage locals and tourists alike.

The highlight of the campaign is a 10-minute fireworks sky show over three nights from 13 to 15 March, choreographed to Disney classics including When you wish upon a star, Let it go, Under the sea, and You’ve got a friend in me. Visitors can enjoy the display from vantage points across Marina Bay.

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Seven Disney Cruise Line-themed areas including Disney Imagination Garden, Toy Story Place, San Fransokyo Street, Town Square, Wayfinder Bay, Disney Discovery Reef, and Marvel Landing, will also offer photo opportunities, interactive quests, and limited-edition medallions.

As a special nod to the Disney Adventure homeporting in Singapore and the island city’s rich multicultural heritage, the sky show will also feature designs with a local twist, bringing together Disney Cruise Line and nautical-themed elements, Peranakan-inspired motifs, and icons referencing Singapore’s national flower, the Vanda Miss Joaquim.

In addition, UOB cardholders who spend a minimum of SG$100 at select precinct locations can enter lucky draws for a three-night Disney Adventure cruise, while seven-week in-app games on UOB TMRW allow participants across ASEAN to earn points for transactions, with winners from Singapore, Thailand, Malaysia, Indonesia, and Vietnam also standing to win cruise trips or exclusive Disney-themed merchandise.

This marks the third edition of the Marina Bay Precinct Partnership, which brings together UOB, Marina Bay Sands, and STB, with support from over 70 restaurants, hotels, retailers, and attractions offering UOB cardholder promotions of up to 50%,

Previous precinct collaborations have shown tangible commercial results. During January to March 2024, the “Masterpieces. Made in Singapore” tripartite campaign, which included “The Legend of the Dragon Gate” drone show, saw overseas-issued UOB card billings surge 65% year-on-year, with Indonesian cardholders’ spend growing 160%, and Malaysian, Thai, and Vietnamese card spend rising up to 65%. 

“Together with UOB and Marina Bay Sands, we are elevating the third edition of the Marina Bay Precinct Partnership to new heights by teaming up with Disney Cruise Line. Such strategic partnerships are important as it allows us to come together to create exciting and innovative experiences for visitors and locals alike," said Kenneth Lim, assistant chief executive (Marketing group).

"This spectacular sky show truly encapsulates the spirit of the Disney Adventure—through fantasy, imagination, discovery, and adventure—and is a testament to the start of more meaningful collaborations throughout Singapore," added Sarah Fox, vice president and regional general manager, Southeast Asia, Disney Cruise Line. 

With Disney Adventure’s maiden voyage arriving in Singapore on 10 March, Marina Bay’s precinct partners are demonstrating how strategic collaborations between banks, tourism bodies, and entertainment brands can create immersive, measurable experiences for consumers, blending entertainment, retail, and dining into one cohesive activation.

Precincts across the city are increasingly positioning themselves as multi-experience destinations, with Singapore Sports Hub recently rebranding as The Kallang to signal its evolution into a hub for sport, lifestyle, and entertainment. According to The Kallang Group, the precinct will now offer upgrades including alfresco dining, a sheltered padel ecosystem, refreshed family zones, and enhanced climbing facilities, aiming to become Singapore’s “excitement epicentre” where global acts, local athletes, and residents come together for shared experiences.

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