Singapore is redefining urban exploration with the announcement of a groundbreaking partnership between the Singapore Tourism Board (STB) and Grab, Southeast Asia’s leading super app. This transformative collaboration marks the dawn of a new era in smart tourism, combining digital innovation with cultural immersion to enhance visitor experiences across mobility, food, and hidden precincts.
Announced as part of Singapore’s ongoing Tourism 2040 strategy, this initiative prioritizes intelligent, experience-led travel that empowers tourists to explore beyond the city’s famous landmarks. The strategic alignment between STB and Grab aims to leverage real-time data, seamless transport services, and hyper-local discovery to ensure that Singapore remains at the forefront of global urban tourism.
A Vision Aligned with Tourism 2040
The Grab-STB partnership supports Singapore’s Tourism 2040 blueprint, which envisions the city-state as a destination built on sustainable, value-led, and technology-driven travel experiences. By integrating Grab’s digital infrastructure—including ride-hailing, food delivery, and e-payments—with STB’s destination expertise, the project enhances visitor mobility and opens new avenues for inclusive tourism development.
Rather than focusing solely on high-volume attractions such as Marina Bay Sands or Orchard Road, the collaboration encourages tourists to venture into lesser-known but culturally vibrant neighborhoods such as Tiong Bahru, Katong, and Joo Chiat. This neighborhood-focused approach distributes tourism revenue more equitably while offering visitors a richer and more authentic travel experience.
Smart Mobility via the Upgraded Grab Travel Pass
A key highlight of this collaboration is the upgraded Grab Travel Pass, specially curated for international travelers. This mobile-based pass offers bundled services including discounted ride-hailing, food discovery, and curated experiences, all within the Grab app. With built-in navigation, promotions, and itinerary planning tools, the Travel Pass simplifies and enhances the way visitors move around the city.
From the bustling alleys of Chinatown to the serene greenways of East Coast Park, tourists can now navigate the city efficiently and confidently, reducing dependency on traditional tour services while supporting eco-friendly and sustainable transport solutions.
Moreover, the Travel Pass serves as a bridge for travelers to connect directly with small businesses—from hawker stalls to boutique heritage shops—ensuring that tourism benefits are felt across all levels of the local economy.
Elevating Singapore’s Culinary Landscape
One of the most exciting aspects of the STB-Grab initiative is its emphasis on culinary tourism, a major contributor to Singapore’s travel appeal. According to STB statistics, food and beverage spending made up 14% of tourism receipts in 2024, surpassing even accommodation in some quarters.
Grab will leverage its Dine-Out Discovery feature to highlight under-the-radar eateries, heritage hawker stalls, and top-reviewed local food hubs. The platform’s smart suggestions will be based on user location, reviews, and past behavior—ensuring tourists can find authentic meals wherever they are.
Tourists will also gain access to exclusive offers, virtual food tours, and digital guides showcasing Singapore’s famed food culture—from chili crab and laksa to Peranakan delicacies and modern fusion cuisine. This not only promotes food heritage preservation, but also drives economic resilience among the city’s vast network of F&B entrepreneurs.
Supporting Business Travelers and Event Attendees
Singapore is a regional leader in MICE tourism (Meetings, Incentives, Conventions, Exhibitions), and the Grab partnership aims to further support event attendees by offering them customized mobility solutions. Whether attending global trade shows, cultural festivals, or business summits, travelers will benefit from streamlined transport options and real-time event navigation tools.
STB and Grab are also collaborating with event organizers to integrate services such as bulk ride bookings, mobile check-ins, and on-demand information sharing—features that elevate Singapore’s reputation as an efficient and forward-thinking event destination.
Rising Tourist Numbers Reinforce Strategy
Singapore’s bold move toward a smarter, more resilient tourism model is already showing results. As of mid-2025, the country has recorded 8.33 million international arrivals, with S$8.07 billion in Q1 tourism receipts—an impressive rebound that signals full recovery and growth momentum post-pandemic.
By placing a strong focus on digital integration, local discovery, and sustainability, the STB-Grab partnership is poised to deepen Singapore’s global tourism footprint. The initiative offers both a technological and cultural roadmap for how cities can future-proof their travel industries while staying true to their local roots.
A Blueprint for Global Urban Tourism
This landmark collaboration serves as a model for cities worldwide navigating the intersection of technology, tourism, and culture. Singapore has shown that by aligning public-private partnerships and using data-driven insights, it is possible to unlock both economic value and meaningful visitor engagement.
With a clear focus on inclusive, experience-led growth, Singapore’s smart tourism vision is more than a digital upgrade—it’s a cultural evolution. Visitors now have the tools to see, taste, and explore Singapore in deeper, more personalized ways—whether through a plate of nasi lemak in Katong or a hidden art mural in Joo Chiat.
As the STB and Grab continue to refine this vision, one thing is clear: the future of tourism in Singapore isn’t just smart—it’s soulful, sustainable, and deeply local.
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