New Agoda-Singapore Tourism Board Agreement to Support AI, Data and Industry Capability-Building
(IN SHORT) Agoda and the Singapore Tourism Board (STB) have renewed and expanded their strategic partnership through a three-year Memorandum of Understanding that broadens their collaboration beyond destination marketing into data, technology and AI-powered travel innovation. The agreement, signed in the presence of Agoda CEO Omri Morgenshtern and STB Chief Executive Melissa Ow, focuses on promoting Singapore as a destination, deepening data and technology collaboration, and supporting tourism industry development. Building on earlier partnerships established in 2022 and renewed in 2024, the latest MOU covers four pillars: joint marketing, data strategy and insights, thought leadership and innovation, and AI-focused technology collaboration to provide travellers with more relevant recommendations for experiencing Singapore. The partnership will also support capability-building for tourism stakeholders in areas such as data science, AI upskilling and experience development, while contributing to STB’s Tourism 2040 ambitions and the long-term digital transformation of Singapore’s tourism ecosystem.
(PRESS RELEASE) SINGAPORE, 2026-Aug-14 — /Travel PR News/ — Agoda and the Singapore Tourism Board, known as STB, have renewed and expanded their strategic partnership through a three-year Memorandum of Understanding aimed at boosting demand for Singapore and supporting digital transformation across the tourism sector.
The agreement broadens the collaboration beyond joint destination marketing to include data, technology and AI-powered travel innovation.
The MOU was signed in the presence of Omri Morgenshtern, Chief Executive Officer of Agoda, and Melissa Ow, Chief Executive of STB.
The renewed partnership establishes a three-year commitment focused on promoting Singapore as a destination, deepening data and technology collaboration, and advancing industry development.
Agoda and STB first established their partnership in 2022 and renewed it in 2024.
The collaboration has evolved over time to reflect changing traveller behaviour and the growing role of digital tools across the travel journey.
The latest agreement expands the partnership across four pillars: joint marketing, data strategy and insights, thought leadership and innovation, and technology collaboration.
The technology collaboration will explore the use of artificial intelligence to provide travellers with recommendations for experiencing Singapore.
The partnership will also support Singapore’s tourism industry stakeholders through capability-building initiatives aligned with the sector’s digital priorities.
These areas include data science, AI upskilling and experience development.
The signing follows earlier joint activity by Agoda and STB in May 2026, when the two organisations launched a marketing campaign to support demand for Singapore amid global disruptions.
The campaign also aimed to tap into growing interest in short-haul regional travel.
With strong participation from Singapore hotel partners, the campaign delivered encouraging results across target markets, showing the potential of the expanded partnership.
Melissa Ow, Chief Executive of STB, said the tourism board is pleased to deepen its partnership with Agoda as traveller expectations evolve and technology plays a larger role in travel.
She said the renewed collaboration creates an opportunity to draw on Agoda’s platform reach, traveller insights and technology capabilities to strengthen Singapore’s destination appeal in the digital space.
Ow added that the partnership supports STB’s Tourism 2040 ambitions, with both organisations committed to harnessing technology and raising industry capabilities for Singapore tourism.
Omri Morgenshtern, Chief Executive Officer of Agoda, said the company shares a unique connection with Singapore and that the expanded collaboration reflects Agoda’s investment in the market’s digital future.
He said Agoda is pleased to bring its AI and analytics capabilities to the partnership, helping STB reach travellers more precisely while supporting innovation priorities that benefit Singapore’s wider tourism ecosystem.
Through the expanded MOU, Agoda and STB will combine their respective strengths to offer travellers more relevant and engaging ways to experience Singapore.
The partnership is also intended to support the long-term growth and development of the broader tourism industry by linking destination marketing with data insights, technology adoption and industry capability-building.
SOURCE: Agoda Company Pte. Ltd.
