Singapore – UnionPay International (UPI) and the Singapore Tourism Board (STB) have renewed their strategic partnership through a three-year Memorandum of Understanding (MOU) aimed at enhancing payment experiences for international visitors and supporting tourism growth in Singapore.
The renewed agreement builds on previous collaborations between the two organisations and will focus on integrated marketing campaigns, merchant partnerships, and cross-border payment initiatives. The partnership seeks to encourage tourism spending by leveraging STB’s destination marketing resources alongside UnionPay’s global payment network and regional marketing channels.
As part of the collaboration, UPI and STB will launch tourism and payment campaigns targeting key visitor markets, including China and other outbound travel segments across the region. These campaigns will promote Singapore’s tourism offerings together with UnionPay’s payment privileges, merchant promotions, and payment acceptance network across sectors such as retail, dining, attractions, transportation, and hospitality.
The partnership will also place emphasis on premium travel and meetings, incentives, conferences, and exhibitions (MICE) segments. Through collaborations with banks, luxury travel platforms, and tourism stakeholders, both organisations plan to introduce tailored benefits and curated experiences for UnionPay cardholders traveling to Singapore.
According to STB, Singapore recorded approximately 16.9 million international visitor arrivals in 2025, with mainland China remaining the country’s largest source market. The organisations noted that as international travel continues to recover, seamless and secure payment options have become increasingly important in shaping visitor experiences and supporting tourism-related spending.
During the previous phase of cooperation, UPI and STB conducted a series of tourism campaigns across travel and digital platforms, generating more than 40 million impressions. The initiatives also contributed to strengthening UnionPay’s visibility among travelers visiting Singapore.
Looking ahead, the two parties said they will continue exploring opportunities in tourism marketing, merchant collaboration, and consumer engagement as part of efforts to support Singapore’s tourism sector and broader cross-border travel ecosystem.
