The Singapore Tourism Board (STB) and OpenAI have signed a first-of-its-kind Memorandum of Understanding (MoU) to propel Singapore’s tourism industry into an AI-driven future. This landmark collaboration marks the first time a national tourism organisation in Asia has partnered with OpenAI, positioning Singapore at the forefront of tourism innovation.
Through this partnership, STB aims to harness OpenAI’s advanced capabilities to accelerate the responsible use of artificial intelligence across the tourism sector. This initiative will enhance visitor experiences and drive productivity across tourism-related businesses. Potential applications include hyper-personalised recommendations, multilingual assistance, and immersive storytelling that delivers unique and memorable experiences. The integration of AI will also offer deeper visitor insights, helping refine destination marketing and product development strategies while supporting the creation of responsive and data-driven services.
The MoU also outlines plans to explore the use of advanced tools and robotics in tourism-related scenarios. Where mutually agreed, STB will assess the scalability and trial potential of these technologies in collaboration with industry partners.
OpenAI, the organisation behind ChatGPT, collaborates globally with institutions to bring AI from theory to impactful real-world use. This partnership with STB establishes a foundation for Singapore’s tourism ecosystem to adopt and scale the latest AI innovations.
Jordan Tan, Chief Technology Officer at STB, said:
“This collaboration with OpenAI holds tremendous promise for driving innovation and agility in Singapore’s tourism sector. AI is a key enabler in addressing productivity challenges and accelerating digital transformation. It aligns with our Tourism 2040 roadmap by preparing the industry for rapid technological shifts. From improving operational efficiency to delivering more personalised visitor experiences, our joint efforts will help foster repeat visits and strong advocacy for Singapore.”
Oliver Jay, Managing Director of International at OpenAI, added:
“Singapore has long been a global leader in innovation. We are proud to support STB in pioneering the future of tourism through AI. By integrating our technology across a range of applications, we look forward to elevating visitor experiences at scale and setting new global benchmarks for excellence in tourism.”
