STB and Universal Music Singapore signed a three-year MOU to amplify Singapore's global appeal through international artiste-led moments and exclusive fan experiences.

The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, the world’s leading music entertainment company, signed a Memorandum of Understanding (MoU) to amplify Singapore's appeal as a global destination.

Together, STB and UMSG will use the power of music to raise Singapore’s profile and inspire travel to the country.

The three-year partnership draws on UMSG’s network of international artistes, market insights and global media channels to create a platform that introduces Singapore to new, global audiences.

The strategic partnership between STB and UMSG will highlight the story of Singapore through music via integrated marketing campaigns, fan activations, and travel partner collaborations, while elevating the city’s position as a must-visit travel destination. There will also be opportunities to showcase local talents alongside international artistes, telling authentic stories through their shared passion points.

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 builds on STB’s previous successful collaborations with UMSG artistes, including Nick Jonas’s appearance at Singapore Art Week, OneRepublic’s social content exploring the inspiration behind their instrumental track ‘Singapore’, and Billie Eilish’s live performance filmed at Gardens by the Bay. These moments demonstrate the power of authentic, artiste-led storytelling to inspire travel and position Singapore as a dynamic cultural destination.

“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.”