Singtel turns tourist SIM into pocket-sized AR tour guide

Landing in a new country often comes with a familiar checklist: Clear immigration, grab your bags, buy a local SIM, and figure out where to go next. But Singtel is flipping the script on traditional prepaid packs.

The brand has unveiled its latest innovation, a 5G+ tourist SIM that unlocks an augmented reality (AR) travel experiences that turn sightseeing in Singapore into an interactive, gamified adventure. The new feature will launch in July.

Here's how it works. Once activated, the SIM also grants access to an “AR passport”, a digital travel companion that guides users through ten must-visit spots such as the Merlion Park, Sentosa and Mandai Zoo, using AR maps, trivia, games, and even rewards.

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Speaking to MARKETING-INTERACTIVE, Shilpa Aggarwal, vice president of mobile customer solutions at Singtel Singapore, said the concept stemmed from a clear insight that travellers today want experiences that feel personal, playful and purposeful.

“While tourist SIMs traditionally offer data and call packages, we wanted to elevate the offering by blending immersive content with next-gen 5G+ technology which connects them to more information and touchpoints for engagement during their trip,” she said.

“With the AR passport, a first-of-its-kind digital travel companion, tourists can now explore iconic landmarks through interactive trivia, mini games, and stories, all while staying seamlessly connected," said Aggarwal.

Once users activate their SIM or eSIM, they can launch the AR passport by scanning a QR code without an app download. From there, the map leads them to major attractions, each brought to life with AR overlays, fun facts, selfie filters and location-based mini-games. The interface is designed to be intuitive and accessible, with step-by-step guides and multiple language options. Aggarwal added:

This isn’t just about staying online — it’s about using connectivity to create smarter, richer experiences.

The storytelling also doesn’t stop at tech. To ensure cultural depth, Singtel worked closely with local creators and partners to shape the content at each site.

“Every location in the AR Passport includes a story about the iconic landmarks as well as interesting trivia and bite-sized games. We wanted to create a light-hearted yet meaningful experience for both local and international audiences," said Aggarwal.

And then there are the rewards — yes, real ones. As tourists check in at various locations and complete activities, they can earn everything from merchant discounts and partner vouchers to limited-edition collectibles, such as Singtel’s SG60 Merlion plushies. The experience also plugs into the telco’s hi!Rewards ecosystem, unlocking more perks through top-ups and app engagement.

“Our goal was to ensure that every traveller — regardless of age or tech savviness — could enjoy a seamless and enriching digital journey. By integrating intuitive design with powerful connectivity, we’re turning sightseeing into something immersive, inclusive, and uniquely Singaporean,” said Aggarwal.

While the launch phase features ten curated sites based on accessibility and popularity with tourists, the AR experience was built with expansion in mind. Singtel has plans for seasonal content, festive overlays, and even partner-led or crowd-sourced locations in future updates.

And it’s not stopping with tourists. “While this campaign is focused on inbound tourists, there’s potential for applications for locals, from national campaigns to community engagement,” Aggarwal said.

“We’re also exploring how this AR model can be adapted across other Singtel Group markets as the technology framework is scalable. We see it as a creative way to bring digital storytelling into everyday experiences.”

To keep tourists coming back, or telling others, Singtel plans to refresh the experience with gamified elements, new destinations, and evolving content drops. It’s a platform that’s built for more than a one-time trip.

“The platform is designed to evolve, giving tourists a reason to return, explore further, and recommend the experience to others,” she said.

By transforming a basic utility into an immersive gateway, Singtel is challenging the notion that telcos are just pipes. This isn’t about selling connectivity — it’s about curating experiences. With the AR Passport, Singtel isn’t just helping tourists get online; it’s helping them plug into the soul of a city from the second they land.

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