Singapore Partners with OpenAI to Transform Tourism with AI

The Singapore Tourism Board (STB) and OpenAI have signed a Memorandum of Understanding (MoU) to advance Singapore’s tourism industry in a future shaped by cutting-edge AI technology. This marks the first occasion of OpenAI’s technology being adopted by a national tourism organisation in Asia, reaffirming Singapore’s reputation as an innovative destination committed to bold solutions that meet the evolving expectations of international travellers.

Under this partnership, STB will promote the responsible deployment of advanced AI across the tourism sector, leveraging OpenAI’s capabilities to enhance visitor experiences and boost organisational and industry productivity. Potential initiatives include providing customised recommendations, multilingual support, and immersive storytelling to create truly memorable encounters. Furthermore, the utilisation of advanced AI will enable deeper insights, allowing for refined destination marketing and service offerings, tailored to industry needs.

This MoU also outlines plans for STB to explore various use cases involving advanced tools and robotics within the tourism environment, assessing their potential impact and scalability. Collaborations with relevant sector partners will be pursued to trial innovative solutions.

OpenAI, the organisation behind ChatGPT, collaborates globally to scale AI from concept to practical application. By integrating OpenAI’s technology, STB aims to prepare the tourism industry for an AI-driven future, laying the groundwork for emerging innovations and applications.

Jordan Tan, Chief Technology Officer, Singapore Tourism Board, said, “We see tremendous potential in this collaboration with OpenAI to drive innovation and agility in the tourism sector. By leveraging OpenAI’s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector. 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. From helping businesses boost operational efficiency to enhancing visitor experience through greater personalisation and engagement, these initiatives will ultimately encourage repeat visits and advocacy for Singapore.”

Oliver Jay, Managing Director of International at OpenAI, added, “Singapore has consistently set global standards in innovation, and we are proud to support STB’s commitment to shaping the future of tourism through AI. By integrating OpenAI’s technology across multiple applications, we look forward to helping STB redefine visitor experiences at scale and drive new standards of excellence within the global tourism industry.”