The Singapore Tourism Board (STB) and digital travel platform Agoda are strengthening their collaboration as Singapore steps up its use of technology, audience insights and digital platforms to attract travellers and improve the visitor journey.
The latest collaboration between STB and Agoda includes the Mid-Year Singapore Bonanza campaign, which ran from May 7 to June 6, 2026. The campaign offered travellers savings of up to 30% at participating Agoda properties in Singapore for stays until October 4, 2026.
Supported by Agoda Media Solutions, the initiative was designed to expand Singapore's visibility among regional travellers by combining destination marketing with Agoda's digital reach, audience insights and targeted media capabilities. The campaign sought to engage potential visitors across different stages of the travel planning and booking journey.
The collaboration comes as tourism boards and travel platforms increasingly use data and technology to understand traveller behaviour, sharpen destination marketing and connect consumers with relevant travel experiences.
For Singapore, the strategy forms part of a broader effort to build a technology-enabled tourism ecosystem. STB has been expanding the role of artificial intelligence across tourism, including tools aimed at improving visitor experiences, business productivity and personalisation.
At the Tourism Industry Conference 2026, STB announced an AI Playbook for Tourism and the Tcube Centre of Excellence, aimed at helping tourism businesses understand and adopt AI and other technologies. The initiatives focus on areas such as data analytics, productivity and the visitor experience.
STB has also been testing AI directly in tourism experiences. Earlier this year, the board partnered with China-based travel platform Mafengwo to pilot AI-powered multilingual visitor guides at Sentosa Sensoryscape and locations within the Mandai Wildlife Reserve. The programme used AI to provide visitor assistance and destination information in English and Mandarin.
The developments build on STB's wider technology strategy. In July 2025, the tourism board signed a memorandum of understanding with OpenAI to explore the use of advanced AI across Singapore's tourism sector. Areas identified under the collaboration included tailored recommendations, multilingual assistance, immersive storytelling and deeper visitor insights.
Agoda, meanwhile, has been expanding the use of its travel data and advertising capabilities beyond accommodation bookings. In June 2026, the company announced a partnership with advertising technology company The Trade Desk, allowing marketers to use Agoda's first-party travel data to reach high-intent travellers across channels including connected TV, streaming platforms, mobile apps, display and digital out-of-home media.
STB's digital push comes as Singapore targets continued tourism growth. The country recorded 16.9 million international visitor arrivals and S$32.8 billion in tourism receipts in 2025. For 2026, STB expects international arrivals to reach between 17 million and 18 million.
As travel discovery increasingly moves across search, social media, digital platforms and AI-powered interfaces, Singapore's partnerships with technology and travel companies indicate a growing focus on using data and digital tools across both destination marketing and the visitor experience.