STB, Grab sign MOU to enhance visitor experiences and support local businesses

Singapore – The Singapore Tourism Board (STB) and Grab have signed a new Memorandum of Understanding (MOU) to collaborate on improving visitor experiences and supporting Singapore’s tourism sector.

The partnership aims to attract more international visitors and increase tourism spending by providing smoother, more relevant travel experiences across the city.

Central to the collaboration is a focus on improving value and accessibility throughout the traveller journey. By combining STB’s expertise in destination marketing with Grab’s data on dining and commuting behaviour, the initiative seeks to help visitors navigate Singapore’s diverse precincts more easily and meaningfully.

Data-sharing will be a key component, enabling both organisations to better understand changing visitor preferences and surface more relevant experiences. The effort supports STB’s Tourism 2040 roadmap, which outlines plans to boost demand and promote quality tourism growth.

As part of the agreement, STB will connect Grab with tourism partners across Singapore. Insights from these collaborations, paired with Grab’s marketing and demand generation tools, are expected to help drive footfall to local businesses and experiences beyond the usual tourist hotspots.

A notable initiative under the partnership is the enhancement of the Grab Travel Pass — a bundled offer that gives international visitors discounts on Grab transport and services. The pass aims to simplify mobility and trip planning while channelling tourism spend to a broader network of partners.

With Singapore serving as a hub for global and regional events, the partnership will also extend to working with event organisers to improve the attendee experience using Grab’s mobility, food, and payment services — commonly used by both business and leisure travellers.

Culinary experiences will be another area of focus. Grab’s Dine-Out Discovery feature, which highlights nearby eateries based on reviews and location data, will support visitors in exploring a wider range of dining options across central and neighbourhood districts.

In turn, the collaboration helps surface smaller, independent F&B outlets—from hawker stalls to family-run restaurants—to a global audience. Increased visibility through Grab’s platform may also drive spillover foot traffic to surrounding retail shops, extending the tourism impact across local precincts.

“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,” said Alejandro Osorio, managing director of Grab Singapore.

“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 as Singapore records strong tourism performance in 2025, with 8.33 million international arrivals in the first half of the year and S$8.07 billion in tourism receipts in Q1 alone.

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.” 

Voon continued, “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.”