Visa and Singapore Tourism Board Partner to Boost High-Value Tourism

The core of the new partnership is the "Visa Destinations" program, set to launch in Singapore in November 2026. This initiative aims to deepen visitor engagement by offering specific Visa cardholder benefits across attractions, dining, entertainment, retail, and tours. This builds on existing collaborations with Pelago by Singapore Airlines and Grab, with the program's design intended to convert general appeal into more substantial visitor spending.

A key mechanism for this strategy involves using Visa's spending insights to identify "high-value" visitors. The STB and Visa will develop joint marketing campaigns under the "Visa Destinations" and STB's "Passion Made Possible" brands. This data-driven approach allows for targeted efforts towards markets identified as significant for Visa cardholders, such as Australia, Indonesia, Mainland China, Malaysia, and the United States, with a focus on encouraging deeper engagement and repeat visits.

The partnership's objective is to stimulate economic activity within Singapore's tourism sector. Data from the 2026 Singapore Grand Prix race week, where restaurant and entertainment spending increased by approximately two-thirds and late-night spending nearly doubled, suggests the potential for significant uplift when tailored experiences are effectively promoted to visitors. Melissa Ow, Chief Executive of the Singapore Tourism Board, stated the collaboration aims to create opportunities for tourism businesses and advance the board's Tourism 2040 priorities through impactful, high-quality tourism growth.