The Singapore Tourism Board (STB) and AirAsia MOVE have formed a strategic partnership to enhance travel experiences for visitors to Singapore, particularly from Malaysia and Thailand. The collaboration was formalised with the signing of a Letter of Cooperation (LOC) on April 17, 2025.
Through this partnership, Malaysian and Thai travellers can access attractive travel deals from AirAsia MOVE, combining flights, hotel stays, and event packages for a seamless getaway. The partnership focuses on leveraging data, technology, and content to offer personalised and engaging travel experiences. A joint campaign will launch in 3Q2025 to showcase Singapore’s offerings and increase visibility among regional travellers.
The collaboration will feature personalised recommendations, highlighting key events, must-visit places, and unique local experiences for both first-time and repeat visitors. For easier holiday planning, visitors can access up-to-date information on Singapore’s events, accommodation, and activities directly through AirAsia MOVE.
STB will also work with AirAsia MOVE to improve the travel experience for Muslim travellers, promoting a variety of Muslim-friendly offerings across Singapore.
“South-east Asian travellers have diverse needs and interests, and many are familiar with Singapore. To get them to return or do more, we need a more personalised and data-driven approach. That is why we are delighted to partner AirAsia MOVE – to leverage their insights and capabilities to deliver better experiences and to help travellers maximise their time in Singapore,” said Juliana Kua, assistant chief executive, international group, STB.
Nadia Omer, CEO of AirAsia MOVE, added: “By leveraging our digital ecosystem and consumer insights, we aim to enhance conversion and engagement while simplifying travel planning to Singapore. This synergy allows us to jointly unlock new opportunities in key markets like Malaysia and Thailand, and deliver greater value to both travellers and tourism stakeholders.”
