The Singapore Tourism Board and Universal Music Singapore have signed a three-year partnership agreement aimed at boosting Singapore’s global tourism appeal through music, international artistes, and exclusive fan experiences.
Singapore Tourism Board and Universal Music Singapore signed a Memorandum of Understanding (MoU) on 8 May 2026 to strengthen Singapore’s position as a leading global travel destination through music-driven campaigns and entertainment experiences.
The three-year partnership will use Universal Music Singapore’s international artiste network, market insights, and global media platforms to connect Singapore with wider global audiences. The collaboration will include integrated marketing campaigns, fan engagement activities, and partnerships with travel operators.
The initiative also aims to create exclusive Singapore-based experiences for music fans, including intimate fan events at iconic locations across the city-state. Local talents will also have opportunities to collaborate and perform alongside international artistes.
Kenneth Lim, Assistant Chief Executive of the Marketing Group at the Singapore Tourism Board, said consumers are increasingly engaging with entertainment and lifestyle content that matches their interests and passions.
He said the partnership with Universal Music Singapore would help Singapore build stronger emotional connections with global audiences through music and create memorable experiences that encourage travel to the country.
The partnership builds on earlier collaborations between STB and artistes from Universal Music Singapore. These included Nick Jonas appearing at Singapore Art Week, OneRepublic producing social media content inspired by Singapore, and Billie Eilish filming a live performance at Gardens by the Bay.
Calvin Wong, CEO of Southeast Asia and Korea and Senior Vice President Asia at Universal Music Group, said music has the power to shape how people experience places and cultures.
He added that the partnership would create new opportunities for artistes across Asia while positioning Singapore as a global stage for creativity, culture, and entertainment.
The collaboration reflects Singapore’s continued efforts to strengthen its tourism and entertainment sectors through international partnerships and large-scale cultural experiences.
Source: STB
