The Singapore Tourism Board (STB) and Booking.com have entered a three-year partnership to enhance visitor growth, data collaboration, and sustainable tourism. Announced on 21 October 2026, the Memorandum of Understanding (MOU) was signed at ITB Asia 2026, Asia’s largest travel trade show. This collaboration aims to leverage Booking.com’s global reach to attract new and returning travellers to Singapore, aligning with STB’s Tourism 2040 goals.
The partnership will focus on joint marketing campaigns to increase bookings for accommodation, flights, attractions, and experiences. Booking.com will also work with merchants to create new products and promotions that encourage visitors to explore Singapore more extensively. The collaboration seeks to convert long-haul stopovers into extended stays, tapping into Booking.com’s presence in over 220 countries and territories.
A framework for regular data exchange will be established to better understand travel patterns and visitor preferences. Additionally, the partnership will explore sustainability initiatives, with Booking.com sharing best practices and participating in STB’s sustainability efforts.
Edward Koh of STB expressed enthusiasm for the partnership, stating it would strengthen Singapore’s position as a premier travel destination. Laura Houldsworth from Booking.com highlighted the company’s commitment to supporting Singapore’s tourism industry through this collaboration.
The partnership aims to make Singapore more accessible and appealing to global travellers, promoting responsible and sustainable tourism growth.
