The Singapore Tourism Board (STB) and OpenAI have signed a memorandum of understanding (MoU) to support the tourism sector’s adoption of advanced AI.
This marks OpenAI’s first partnership with a national tourism organisation in Asia, and reinforces Singapore’s position as an innovative destination that continuously pursues solutions to meeting the evolving expectations of global travellers.
Advanced AI refers to systems that perform complex tasks such as natural language understanding, large-scale data analysis, and context-aware response generation. The collaboration will support the use of OpenAI’s tools to enhance visitor experience, improve productivity, and inform tourism strategies.
The partnership aims to support the tourism sector in adopting new technologies responsibly and preparing for future developments in AI. Under this MoU, STB will explore potential use cases to incorporate advanced tools and robotics within the tourism context, and evaluate their potential impact on the sector. STB will further explore the scalability and potential trials with relevant partners within the sector.
By incorporating OpenAI’s technology, it will prepare STB and the tourism sector for an AI-driven future by laying the groundwork for the tourism sector to benefit from the newest and latest advancements in AI, allowing for new applications to flourish.
Jordan Tan, chief technology officer, STB, said: “By leveraging OpenAI’s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector.
“This collaboration aligns with our Tourism 2040 roadmap to prepare the industry for evolving technological advancements, laying the foundation for transformative changes in the travel industry. From helping businesses boost operational efficiency to enhancing visitor experience through greater personalisation and engagement, these initiatives will ultimately encourage repeat visits and advocacy for Singapore.”
Oliver Jay, managing director of international at OpenAI, added: “Singapore has consistently set global standards in innovation, and we are proud to support STB’s commitment to shaping the future of tourism through AI. By integrating OpenAI’s technology across multiple applications, we look forward to helping STB redefine visitor experiences at scale and drive new standards of excellence within the global tourism industry.”
