STB and Mafengwo redefine Chinese travel with AI-powered personalised journeys

The Singapore Tourism Board (STB) and Chinese travel platform Mafengwo are doubling down on smart tourism with the debut of an AI-powered travel assistant, unveiled at the “#AnywayIt’sFun inspiration renewal journey” event in Beijing last week.

Framed around the themes of contrast, novelty and social connection, the event highlighted evolving Chinese traveller preferences and showcased how AI can power more personalised and emotionally rich journeys to Singapore.

As part of the showcase, Mafengwo unveiled its proprietary AI model tailored for the travel industry, along with a new cultural tech product that merges digital tools with physical charm, a plush doll version of its AI assistant, “AI XiaoXinxin”. The assistant is designed to answer Singapore-related travel queries while doubling as a photogenic travel buddy.

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The event also introduced AI Xiaoma, a travel planning tool capable of generating multi-day itineraries based on user prompts. A demo featuring a five-day trip for parents showcased stops such as Chinatown heritage walks, Peranakan cafés, and traditional craft workshops, complete with budget options and accessibility features such as Singapore’s “Green Man+” system and Silver Zones. A newly added real-time translation tool, which requires no typing, allows two users to communicate by alternating speech directly into the screen.

Moreover, the event featured travel stories from Mafengwo influencers. Engineer and father Ren Yuan Tai Shan shared how his rigid itineraries have given way to spontaneous moments such as chatting with locals over fishball noodles, while ski coach Yi Yun looked forward to sun-drenched kopi strolls and unexpected discoveries.

Additionally, guests at the event got hands-on with local cuisine at a Peranakan flavour booth, crafted souvenirs at a mini Nanyang-style workshop, and interacted with AI robots dressed in Singapore-themed outfits.

According to Mafengwo’s user data, Chinese travellers to Singapore are becoming more segmented in their needs. Young visitors seek trendy cafés and Peranakan culture check-ins, families prioritise convenience features such as stroller rentals and queue times, while seniors look for barrier-free facilities and culturally rich experiences.

In response, STB has rolled out five themed travel profiles. Health-focused visitors are encouraged to explore Sentosa’s rainforests, food lovers can try dishes such as coffee pork ribs, while urban explorers may visit the new "Jurassic World: The Exhibition" at Gardens by the Bay. Experience-seekers can time their visit around the Singapore Grand Prix, and older travellers can unwind with activities such traditional embroidery workshops.

"AI travel assistants, whether in the form of digital itineraries or creative cultural products, are more than tools. They are triggers for travel inspiration," said Chen Gang, CEO of Mafengwo.

In tandem, Andrew Phua, chief representative and executive director of Greater China at STB said, "By combining AI technology with tourism products, we can provide endless possibilities aligned with the ‘Just for Fun’ spirit."

The partnership marks a new chapter in STB and Mafengwo’s ongoing collaboration. Having previously launched campaigns such as “The best summer homework” and “Jackson Wang’s itinerary,” the duo is now shifting from content marketing to what they call “intelligent services,” blending precision planning with the joy of spontaneous discovery.

The AI travel assistant will continue to be upgraded to reflect this philosophy, with both parties committed to enhancing the experience for Chinese travellers to Singapore.

Beyond China, STB is pushing hard on the global front. Earlier this month, it called a pitch for an integrated marketing and communications (IMC) agency to boost Singapore’s visibility across the UK and Europe, with an emphasis on leisure travel, MICE, digital engagement and influencer-led content.

The selected agency will support STB’s London office, which oversees Northern and Southwestern Europe, with the UK as its core market, through omnichannel campaigns, creative strategy and market execution that position Singapore as a must-visit destination.

Separately, STB also joined forces with fintech company Wise in a strategic partnership to drive inbound travel from Malaysia. Combining STB’s destination marketing know-how with Wise’s fee-free currency exchange and payments platform, the move aims to position Singapore as a convenient and value-packed choice for Malaysian travellers.

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