STB, Universal Music Singapore partner to turn music into travel pull factor

The Singapore Tourism Board (STB) has entered a three-year partnership with Universal Music Singapore (UMSG) to strengthen Singapore’s positioning as a global travel destination through music-led storytelling and artiste-driven experiences.

Under a newly signed Memorandum of Understanding (MoU), both parties will collaborate to develop integrated campaigns, fan activations and travel partner initiatives designed to showcase Singapore to international audiences. The partnership aims to leverage music as a cultural touchpoint to deepen emotional engagement with potential visitors.

According to STB, the collaboration will tap into Universal Music Singapore’s network of international artistes, global media reach and audience insights to amplify destination storytelling and inspire travel demand.

The partnership will also focus on creating exclusive Singapore-based experiences, including intimate fan events at iconic locations. Both organisations said these activations are intended to strengthen Singapore’s appeal as a must-visit destination in Southeast Asia by offering experiences that cannot be replicated elsewhere.

It will also focus on long-term, sustained engagement rather than one-off campaigns, with music serving as the central connector between audiences and destination experiences.

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The initiative will also include opportunities for local talent to be showcased alongside international artistes, with an emphasis on shared storytelling rooted in music and culture. 

Speaking on the partnership, Kenneth Lim, assistant chief executive, marketing group, STB, highlighted that today’s audiences increasingly engage with content based on personal interests and passion points, particularly in entertainment and lifestyle.

"What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We're not just creating content; we're crafting memorable moments that give fans compelling reasons to visit Singapore," added Lim.

The collaboration builds on previous STB partnerships with Universal Music Singapore artistes, including Nick Jonas’ appearance at Singapore Art Week, OneRepublic’s content series exploring the inspiration behind their track Singapore, and Billie Eilish’s performance filmed at Gardens by the Bay. These activations have previously been positioned as examples of how artiste-led storytelling can support destination marketing efforts.

“Music has a unique ability to shape people’s experiences, including of places, and this partnership allows us to bring Singapore to the world through the voices and perspectives of our artistes,” said Calvin Wong, CEO, Southeast Asia & Korea, SVP Asia, Universal Music Group.

“Combining UMSG’s artiste network and audience insights with STB’s vision for destination storytelling will create new opportunities for our artistes across Asia, and position Singapore as a stage for creativity, connection, and global cultural exchange," he added. 

Earlier this February for Lunar New Year, STB a decidedly human approach to matchmaking with its new campaign, “Aunties, not algorithms”, demonstrating how storytelling, local culture, and authentic personalities can cut through the clutter of typical consumer campaigns.

Targeting singles in a landscape dominated by dating apps, the initiative paired two lucky participants through celebrity aunties Atsuko Okatsuka and Tan Kheng Hua, alongside astrologer and matchmaker Aliza Kelly, emphasising trust, warmth, and cultural nuance over algorithm-driven matches.

That same month, STB also launched a new campaign, “We don’t wait for fun”, spotlighting popular local destinations through a series of 15-second clips.

In one of the clips titled "Katong-Joo Chiat Adventures in Singapore", a young man is seen snapping photos of Peranakan houses, shopping and snacking on local treats at Chin Mee Chin Confectionary. He then meets with an old woman dressed in a kebaya at a restaurant and the two are later seen taking outfit pictures together at the end of the clip.

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