The Singapore Tourism Board (STB) has announced a landmark partnership with OpenAI to boost innovation and productivity across the tourism industry, making it the first national tourism organisation in Asia to adopt OpenAI’s cutting-edge technology.

This strategic collaboration aims to harness OpenAI’s advanced generative AI capabilities to elevate visitor experiences, streamline industry operations, and future-proof Singapore’s tourism ecosystem. The partnership comes on the heels of a similar move by Singapore Airlines (SIA), which recently began working with OpenAI to enhance customer service and internal functions through multimodal AI applications.

STB’s partnership will focus on deploying AI-driven solutions to offer hyper-personalised travel recommendations, multilingual assistance, and immersive storytelling — enhancing the way tourists interact with Singapore’s destinations and attractions. The initiative also seeks to deepen data-driven insights to refine destination marketing and product development strategies.

In addition, STB will explore integrating robotics and other advanced tools within tourism contexts, while evaluating scalable pilot projects with sector partners. The goal is to position Singapore at the forefront of AI adoption in global tourism, enabling businesses to deliver faster, smarter, and more intuitive services.

OpenAI, the creator of ChatGPT, has been working globally with organisations to translate AI from concept to real-world solutions. With this partnership, Singapore’s tourism sector is poised to benefit from cutting-edge technologies that can interpret not just text, but also audio, video, and diagrams — enabling more interactive and seamless visitor experiences.

This collaboration signals Singapore’s commitment to shaping a tech-enabled tourism landscape, as both STB and SIA pave the way for AI to become a transformative force in the region’s travel industry.