STB partners Grab to elevate visitor experience and support local businesses

The Singapore Tourism Board (STB) and superapp Grab have teamed up to elevate visitor experiences and strengthen Singapore’s position as a top travel destination.

Through a newly signed Memorandum of Understanding (MoU), both parties aim to attract more international travellers and boost tourism spend by combining STB’s destination marketing expertise with Grab’s technology and insights into dining and commuting trends.

Central to the partnership is the sharing of data to better understand evolving traveller behaviour and uncover meaningful experiences, in line with STB’s Tourism 2040 roadmap. This collaboration empowers travellers to explore Singapore’s diverse precincts with greater ease and relevance, ensuring they get maximum value from their visits.

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STB will serve as a gateway to connect Grab with tourism partners across the island, driving closer collaboration and leveraging Grab’s demand generation tools and marketing capabilities to increase footfall and tourism spending.

A key highlight is the enhancement of the Grab travel pass, which bundles discounted transport and services for international visitors, simplifying travel planning and improving on-ground mobility while supporting tourism partners.

The partnership also taps into Singapore’s reputation as a hub for global and regional events, with Grab working alongside STB and event organisers to elevate experiences through its mobility, food, and financial services, popular among both leisure and business travellers.

Food remains a major draw for tourists, with Singapore’s culinary landscape, from Michelin-starred restaurants to local hawker stalls, continuing to gain momentum. In 2024, food and beverage contributed 14% to tourism receipts, marking a 6.3% increase from the previous year and a 73% jump compared to pre-pandemic levels.

Features such as Grab’s dine-out discovery, which uses mapping and food reviews to surface highly rated eateries, assist visitors to venture beyond the usual spots and discover hidden gems in neighbourhood enclaves.

By increasing the visibility of local eateries, heritage hawker stalls, and family-run businesses, the partnership aims to support a wider ecosystem of small businesses and channels tourism dollars beyond the city centre to retail shops and everyday dining experiences across Singapore’s precincts.

“Visitors today seek good value and unforgettable experiences when they travel – and Singapore is a compact, yet exciting destination that delivers on both. Together with Grab, we hope to inspire more travellers to consider Singapore, and when they are here, to make every ride an adventure," said Terrence Voon, executive director for Southeast Asia at STB.

He added, "Grab’s extensive reach and capabilities, coupled with STB’s destination know-how, will help us understand our customers better, while making it easier for them to discover more, and get the most out of every moment in Singapore."

In tandem, Alejandro Osorio, managing director of Grab Singapore said, “One of Singapore’s greatest charms lies in the richness of its everyday experiences, from its distinctive neighbourhoods to the hawker centres and small eateries that define its culinary identity.

"Through our partnership with STB, we hope to help travellers uncover these authentic moments, showcasing Singapore’s heritage and encouraging deeper exploration of its diverse precincts. In doing so, we not only enrich the visitor experience but also support local businesses by connecting them with a broader international audience," he added. 

The partnership comes on the heels of STB’s recent appointment of Ebiquity as its marketing agency consultancy partner, following a competitive tender. Over two years, Ebiquity will work closely with STB’s marketing group and regional offices to refine and optimise agency partnerships across key markets.

The consultancy is expected to provide strategic guidance on agency performance, governance, and operational frameworks, ensuring STB remains agile and future-fit amid rapid technological change and growing scrutiny over media investments.

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