First-of-its-kind MoU aims to future-proof Singapore’s tourism sector through advanced AI integration and innovation.
SINGAPORE, 23 July 2025 — The Singapore Tourism Board (STB) and OpenAI have signed a Memorandum of Understanding (MoU) to prepare Singapore’s tourism industry for an AI-driven future, marking the first time OpenAI’s cutting-edge technology has been formally adopted by a national tourism organisation in Asia.
The agreement will see STB work closely with OpenAI to accelerate the responsible adoption of advanced AI tools across the tourism ecosystem. The collaboration aims to enhance visitor experiences, improve industry productivity, and support businesses in delivering highly tailored recommendations, multilingual support, and immersive storytelling that create lasting memories for travellers.
By leveraging OpenAI’s capabilities, the partnership will also deepen insights for destination marketing and product development, while encouraging businesses to develop agile, responsive services. The collaboration will explore practical applications of AI-powered tools and robotics within tourism and assess their impact and scalability with sector partners.
Jordan Tan, Chief Technology Officer at STB, highlighted the transformative potential of the partnership, saying, “We see tremendous potential in this collaboration with OpenAI to drive innovation and agility in the tourism sector. By leveraging OpenAI’s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector.”
Oliver Jay, Managing Director of International at OpenAI, added, “Singapore has consistently set global standards in innovation, and we are proud to support STB’s commitment to shaping the future of tourism through AI. By integrating OpenAI’s technology, we look forward to helping redefine visitor experiences at scale and set new standards of excellence in global tourism.”
The partnership aligns with STB’s Tourism 2040 roadmap to prepare the industry for future technological advancements, ensuring Singapore remains an innovative and attractive destination for travellers worldwide.
Source: Singapore Tourism Board
