Singapore Tourism Board and Universal Music Singapore Forge Global Multi-Year Partnership to Boost Tourism
Representatives from STB and UMSG at the MoU Signing Ceremony
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Travel, Entertainment
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4 mins
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Out of Town Blog
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Melo Villareal
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A three-year Memorandum of Understanding will amplify Singapore’s global appeal through international artist-led moments and exclusive fan experiences Singapore – The Singapore Tourism Board (STB) has entered into a strategic partnership with Universal Music Singapore (UMSG), a division of Universal Music Group—the world’s leading music and entertainment company. This collaboration was formalized through the signing […]
A three-year Memorandum of Understanding will amplify Singapore’s global appeal through international artist-led moments and exclusive fan experiences
Singapore – The Singapore Tourism Board (STB) has entered into a strategic partnership with Universal Music Singapore (UMSG), a division of Universal Music Group—the world’s leading music and entertainment company. This collaboration was formalized through the signing of a comprehensive Memorandum of Understanding (MoU), aimed at strengthening Singapore’s global image as an attractive and vibrant destination for travelers. By leveraging the universal power of music, STB and UMSG intend to create compelling campaigns and initiatives that not only elevate Singapore’s international profile but also evoke emotional connections, inspiring more visitors from around the world to explore and experience the diverse attractions, cultural offerings, and vibrant atmosphere of Singapore.
Representatives from STB and UMSG at the MoU Signing Ceremony
The three-year partnership leverages UMSG’s network of international artists, market insights, and global media channels to develop a platform that introduces Singapore to new audiences worldwide. The collaboration between STB and UMSG will promote Singapore’s story through music, using integrated marketing campaigns, fan activations, and travel partner collaborations, further positioning the city as a top travel destination. Additionally, there will be opportunities to feature local talents alongside international artists, sharing authentic stories through their shared passions.
Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music. What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We’re not just creating content; we’re crafting memorable moments that give fans compelling reasons to visit Singapore.”
This partnership expands on STB’s successful collaborations with UMSG artists, such as Nick Jonas’s appearance at Singapore Art Week, OneRepublic’s social media content about the inspiration for their instrumental track ‘Singapore,’ and Billie Eilish’s live show filmed at Gardens by the Bay. These instances showcase how authentic, artist-led storytelling can inspire travel and help promote Singapore as a vibrant cultural hub.
“Music has a unique ability to shape people’s experiences, including of places, and this partnership allows us to bring Singapore to the world through the voices and perspectives of our artistes,” said Calvin Wong, CEO, Southeast Asia & Korea, SVP Asia, Universal Music Group. “Combining UMSG’s artiste network and audience insights with STB’s vision for destination storytelling will create new opportunities for our artistes across Asia, and position Singapore as a stage for creativity, connection, and global cultural exchange.”
Singapore Travel and Tour Packages
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Also see:
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