Singapore – The Singapore Tourism Board (STB) and OpenAI have inked a memorandum of understanding to accelerate Advanced AI adoption across the country’s tourism sector. The move marks the first MoU between a national tourism organisation in Asia and OpenAI, reflecting Singapore’s commitment to innovation.
The collaboration will see STB leveraging OpenAI’s capabilities to enhance travellers’ experiences while improving the organisation’s operations.
Using Advanced AI, STB is looking to unlock insights to redefine destination marketing and its product strategies. Its efforts will include delivering tailored recommendations, multilingual assistance, and immersive storytelling.
Through the MoU, STB will incorporate tools and robotics, exploring potential use cases and scalability within the tourism sector.
OpenAI’s technology is expected to drive STB’s AI-powered future, setting the sector’s journey towards incorporating the latest technological advancements.
Jordan Tan, chief technology officer at Singapore Tourism Board, said, “We see tremendous potential in this collaboration with OpenAI to drive innovation and agility in the tourism sector. 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,” Tan added.
Oliver Jay, managing director of international at OpenAI, said, “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.”
