The Singapore Tourism Board (STB) and Grab, South-east Asia’s leading superapp, have partnered to improve visitor experiences and support Singapore’s tourism industry. Both organisations aim to attract more international visitors and increase tourism spending, while providing smoother travel experiences across the city.
The partnership focuses on strengthening Singapore’s position as a destination that offers value and easy travel. STB’s expertise in marketing and partnerships will be combined with Grab’s technology and data on dining and transport trends to help travellers explore Singapore more easily and get better value from their trips.
Sharing data insights will help both parties understand visitor behaviour and find better experiences for tourists. This supports STB’s Tourism 2040 plan to increase visitor numbers, improve Singapore’s appeal, and encourage quality tourism growth.
STB will connect Grab with tourism partners in Singapore to encourage closer cooperation. Using these insights and Grab’s marketing tools, they aim to increase visitor numbers and spending across the island, benefiting local businesses.
One key initiative is improving the Grab Travel Pass, which offers discounts on transport and services for international visitors. The pass simplifies travel planning and makes it easier to get around Singapore, helping both tourists and tourism partners.
The partnership will also support events in Singapore. Grab will work with STB and event organisers to improve event experiences using its transport, food, and payment services, which are popular with leisure and business travellers.
Food remains an important part of Singapore’s tourism appeal, from high-end restaurants to local hawker centres. In 2024, F&B contributed 14 per cent of tourism receipts, up 6.3 per cent from 2023 and 73 per cent above pre-pandemic levels – this shows how important food experiences are for visitors.
To help visitors find food options, Grab’s Dine-Out Discovery uses maps and reviews to highlight nearby places to eat, encouraging tourists to explore both central and neighbourhood areas.
This collaboration helps local businesses by making them easier to find for visitors. Grab’s platform features heritage hawker stalls, family-run eateries and smaller local outlets, helping attract visitors and boost sales at nearby shops. This spreads tourism spending beyond the city centre.
Singapore has seen strong tourism growth in 2025, with 8.33 million international visitors in the first six months and S$8.07 billion (US$5.95 billion) spent in the first quarter. As competition for tourists grows, partnerships like this aim to support steady growth by offering better experiences and sharing tourism benefits across communities.
Terrence Voon, executive director for Southeast Asia at STB, shared: “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. 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.”
“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,” added Alejandro Osorio, managing director of Grab Singapore.
