The Singapore Tourism Board (STB) has signed a landmark Memorandum of Understanding (MOU) with OpenAI, becoming the first tourism organisation in Asia to integrate OpenAI’s cutting-edge technology into its tourism strategy. This pioneering collaboration marks a significant step in future-proofing Singapore’s tourism sector through the transformative potential of advanced artificial intelligence (AI).

Under the agreement, STB will work closely with OpenAI, the creator of ChatGPT, to drive the adoption of AI-powered solutions across the tourism industry. The collaboration aims to enhance visitor experiences, boost organisational and sector-wide productivity, and support businesses in delivering personalised, efficient, and engaging services.

Through OpenAI’s capabilities, STB will accelerate efforts in areas such as multilingual support, immersive storytelling, and real-time tailored recommendations for travellers. The use of advanced AI will also enable deeper insights into data, informing destination marketing strategies and product development.

The partnership will further explore potential applications of AI tools and robotics in the tourism context, including pilot trials and scalability assessments with industry partners.

“This collaboration aligns with our Tourism 2040 roadmap to prepare the industry for evolving technological advancements, laying the foundation for transformative changes in the travel industry,” said Jordan Tan, Chief Technology Officer of the Singapore Tourism Board. “By leveraging OpenAI’s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector. From helping businesses boost operational efficiency to enhancing visitor experiences through greater personalisation and engagement, these initiatives will ultimately encourage repeat visits and advocacy for Singapore.”

Oliver Jay, Managing Director of International at OpenAI, joined Jordan Tan for the official signing of the MOU.

This partnership underscores Singapore’s commitment to innovation and positions the nation as a trailblazer in adopting emerging technologies to shape the future of tourism in Asia.