Singapore Tourism Partnership with Universal Music Singapore Focuses on Global Travel Promotion

STB and Universal Music Singapore Expand Tourism Partnership Through Music Campaigns

The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, have signed a three-year Memorandum of Understanding (MoU) to promote Singapore through music-led tourism campaigns and cultural experiences.

The partnership will combine STB’s destination marketing initiatives with UMSG’s international artiste network, audience insights, and media platforms to strengthen Singapore’s visibility among global travellers.

Under the agreement, both organizations will work on integrated marketing campaigns, fan engagement activities, and collaborations with travel partners. The initiative will also create opportunities for local and international artistes to participate in projects that highlight Singapore’s culture, entertainment, and lifestyle offerings.

Kenneth Lim, Assistant Chief Executive of the Marketing Group at STB, said the collaboration reflects changing consumer interests, with audiences increasingly engaging with entertainment and lifestyle-driven experiences.

According to STB, the partnership will support the development of Singapore-based fan experiences and music-related events designed to encourage travel to the destination.

The collaboration builds on earlier projects involving UMSG artistes, including Nick Jonas at Singapore Art Week, social content by OneRepublic linked to their instrumental track ‘Singapore’, and a live performance by Billie Eilish filmed at Gardens by the Bay.

Calvin Wong, CEO, Southeast Asia & Korea and SVP Asia at Universal Music Group, said music continues to play a role in shaping how audiences connect with destinations and cultural experiences.

The partnership is expected to support destination storytelling through music, while creating opportunities for artistes and audiences across Asia to engage with Singapore through cultural and entertainment-led experiences.

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