Singapore after dark? STB and Grab say don’t call it a night

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The Singapore Tourism Board (STB) and Grab are looking to get tourists out of Singapore's city centre and keep them exploring after dark, with a new regional marketing campaign aimed at driving visitors into the country's tourism precincts.

Running from August to October, the three-month campaign will target travel audiences across Southeast Asia, as well as travellers arriving in Singapore, using a mix of destination marketing, digital advertising and in-app incentives to encourage visitors to explore more of the island and spend across a wider range of attractions and local businesses.

Central to the campaign is an enhanced 'Singapore Grab Travel Pass', which bundles discounts across rides, food and other services. As part of the partnership, Grab is adding two bonus ride vouchers designed around specific visitor behaviours, venturing beyond the city centre and extending their itineraries into the night.

Don't miss: STB launches regional PR pitch spanning six SEA markets

One voucher will offer discounts on rides to and from tourism precincts including Katong-Joo Chiat, Mandai and Sentosa. The move is aimed at directing visitors towards Singapore's neighbourhoods and attractions beyond its central tourist areas, from Katong-Joo Chiat's Peranakan shophouses, murals and cafés to Mandai's wildlife and nature experiences and Sentosa's attractions and beaches.

A second voucher will focus on Singapore's night-time economy, offering discounts on rides to and from areas such as Clarke Quay and Boat Quay between 7pm and 4am.

Through the incentive, STB and Grab are looking to make it easier for travellers to discover Singapore's dining, entertainment and lifestyle offerings after dark. Experiences highlighted as part of the campaign include Zouk Singapore, bars Offtrack and Bar Bon Funk, as well as attractions such as Slingshot and GX-5 Extreme Swing.

The campaign will also coincide with events taking place between August and October, including the Singapore River Festival and activations surrounding Grand Prix Season Singapore (GPSS) 2026.

Beyond the campaign period, STB is also spotlighting a wider line-up of events and attractions for the second half of 2026, particularly for Malaysian travellers looking to make short trips to Singapore. Highlights span family-friendly, cultural and entertainment experiences across Sentosa, Gardens by the Bay and Jewel Changi Airport, alongside Halloween Horror Nights, Anime Festival Asia, Singapore Comic Con and concerts by Benson Boone and BTS.

The partnership builds on STB's "We don't wait for fun" campaign, which targets travellers including millennials, Gen Zs and families with children. The platform positions Singapore's compact size and efficiency as an advantage for travellers, allowing them to move quickly between different experiences and turn spontaneous plans into part of their itineraries.

STB and Grab will also target consumers at different stages of the travel journey. Digital advertisements will run across key Southeast Asian source markets to reach travellers planning trips to Singapore, while visitors who have already arrived will be targeted through Grab's in-app placements promoting the 'Travel Pass' and its precinct-focused vouchers.

The initiative forms part of a memorandum of understanding signed between STB and Grab last year. Under the agreement, the two organisations committed to collaborating on joint marketing, data insights, tourism product enhancements and support for leisure and business events.

By combining destination storytelling with incentives delivered through a platform travellers can use throughout their trip, the campaign aims to broaden visitor activity across Singapore while driving spending towards more precincts, attractions and local businesses.

"Singapore's compact size and diversity of experiences mean visitors can make the most of every moment, from cultural discoveries and family attractions to vibrant lifestyle experiences after dark," said Terrence Voon, executive director for Southeast Asia at STB.

He added, "Through our partnership with Grab and its strong reach across Southeast Asia, we're inspiring more travellers to choose Singapore for their next trip. Together, we're combining destination storytelling with tangible benefits, encouraging visitors to explore more, spend more across our tourism ecosystem, and leave with memorable experiences that inspire them to return."

In tandem, Alejandro Osorio, managing director for Grab Singapore said, "One of the best ways to experience Singapore is to explore it neighbourhood by neighbourhood. From discovering local food and heritage in Katong-Joo Chiat, to spending the day at Mandai or enjoying the city after dark, each part of Singapore offers something different."

"Together with STB, we're making it easier for travellers to get around and experience more of these moments through the enhanced Singapore Grab Travel Pass, encouraging them to discover more of Singapore while supporting the local businesses and communities that give each neighbourhood its unique character," he added.

The Grab push also comes as STB deepens its partnerships with digital platforms to reach travellers across key source markets. Last month, STB renewed its long-running strategic partnership with Traveloka, expanding the collaboration to Australia for the first time as the organisations strengthen data-driven destination marketing and co-branded campaigns.

The latest memorandum of understanding, signed on 16 July, is the fourth agreement between STB and Traveloka since 2019 and covers Indonesia, Malaysia, Thailand, Vietnam, Australia and Singapore. The partnership spans co-branded marketing campaigns, travel content, event-led tourism promotion and data-driven consumer insights aimed at attracting more visitors to Singapore.

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