SINGAPORE, 11 May 2026: The Singapore Tourism Board (STB) has launched two key initiatives – the AI Playbook for Tourism and the Tcube Centre of Excellence – to drive new data and technological capabilities in tourism.
These initiatives will guide the industry in accelerating AI and data integration, enhancing productivity and visitor experience, and positioning Singapore to lead in the next era of travel.
AI Playbook for Tourism
One of STB’s priorities in tech transformation is to accelerate GenAI adoption to help the sector increase productivity, expand global visibility, and reduce operating costs.
The AI Playbook for Tourism includes a roadmap that defines four key phases for tourism businesses to get started on their AI journey:
• Nascent stage: Businesses start with easy-to-adopt AI technologies, like GenAI, which is built into existing tools.
• Optimised stage: Businesses use GenAI or Agentic AI to streamline backend processes.
• Connected stage: AI technologies are integrated to coordinate services in various industries, from hospitality and attractions, so that multiple AI agents across different businesses interact with each other.
• Transformational stage: AI agents can plan, execute, and optimise end-to-end operations without human initiation.
Through the AI Playbook for Tourism, businesses can also access a list of support measures to accelerate adoption, spanning capability development and workforce training programmes, innovation programmes, and grants to de-risk digital investment.
Additionally, in the second half of 2026, STB will continue building industry capabilities through curated workshops with leading industry partners to cover topics such as prompt engineering and generative engine optimisation.
Tcube Centre of Excellence (CoE)
Tcube has been refreshed as the Tcube Centre of Excellence (CoE). In this one-stop resource hub, tourism businesses can access practical tools, data resources, and industry knowledge to drive digital transformation. The CoE is designed to help tourism companies improve productivity and deliver better visitor experiences through technology and data.
Since its launch in 2021, Tcube’s “Learn-Test-Build” framework has helped tourism businesses identify gaps in their digital transformation capabilities and gain insight from tourism use cases (“Learn”), experiment with promising new startup and scaleup technology (“Test”), and tap into data and industry-wide shared content to guide their business decisions (“Build”).
Tcube has engaged hundreds of tourism companies through its initiatives:
• 426 companies for knowledge-sharing initiatives (i.e.Tcube events and workshops)
• 247 companies for data programmes
• 146 companies for tech and data pilots
• 550 companies on The Singapore Tourism Analytics Network (Stan)
Tcube has also seen successful use case adoptions:
• Mount Faber Leisure Group piloted an AI platform and Extended Reality (XR) simulation to enhance cable car troubleshooting by optimising training cycles and accelerating fault diagnosis, with the potential to save more than 200 overtime person-hours annually. For technicians and engineers, this means reducing the time spent on manual diagnostics and enabling faster troubleshooting resolution.
• Conrad Centennial Singapore leveraged local tech startup Inside. The software’s AI-powered smart scheduling tool provides predictive forecasting of labour demand and creates a unified management hub for all workers. This led to over 90% in time savings.
Tcube is evolving its approach from a “Learn-Test-Build” to a new “Learn-Test-Scale” user journey. The emphasis is now on helping businesses adopt and scale technologies that have already been proven to work. This means tourism companies can move faster by
implementing tried-and-tested solutions, such as electronic check-in systems for hotels or travel management platforms for travel agents.
Tcube CoE will also support the industry in leveraging data to unlock new growth opportunities.
The upcoming refresh of the Singapore Tourism Analytics Network (Stan) will give Singapore tourism companies access to refreshed dashboards and new insight reports, along with:
• Data partnerships with industry stakeholders and other government agencies, to foster a cohesive data ecosystem that enables richer insights, promotes industry-wide alignment, and strengthens the collective impact of marketing and product development efforts.
• Data pilots to tackle business problem statements alongside industry stakeholders. These pilots derive actionable insights that can sharpen marketing strategies and guide the development of tourism products.
• Data products to improve data accessibility, through user-friendly dashboards with integrated GenAI capabilities.
For more information on the destination and tourism: www.stb.gov.sg or www.visitsingapore.com
(Source: Singapore Tourism Board)
