{"id":267870,"date":"2026-06-01T06:15:00","date_gmt":"2026-05-31T23:15:00","guid":{"rendered":"https:\/\/www.ttrweekly.com\/site\/?p=267870"},"modified":"2026-05-31T23:29:47","modified_gmt":"2026-05-31T16:29:47","slug":"stb-taps-a-tune-to-boost-tourism","status":"publish","type":"post","link":"https:\/\/www.ttrweekly.com\/site\/2026\/06\/stb-taps-a-tune-to-boost-tourism\/","title":{"rendered":"STB taps a tune to boost tourism"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">SINGAPORE, 1 June 2026: The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, have signed a Memorandum of Understanding (MoU) to amplify Singapore\u2019s appeal as a global destination.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Together, STB and UMSG will use the power of music to raise Singapore\u2019s profile and inspire travel to the country. The three-year partnership draws on UMSG\u2019s network of international artistes, market insights and global media channels to create a platform that introduces Singapore to new, global audiences.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1028\" height=\"642\" data-src=\"https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294.png\" alt=\"\" class=\"wp-image-267873 lazyload\" style=\"--smush-placeholder-width: 1028px; --smush-placeholder-aspect-ratio: 1028\/642;aspect-ratio:1.6012422601404623;width:489px;height:auto\" data-srcset=\"https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294.png 1028w, https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294-300x187.png 300w, https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294-600x375.png 600w, https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294-768x480.png 768w, https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294-696x435.png 696w, https:\/\/www.ttrweekly.com\/site\/wp-content\/uploads\/2026\/05\/image-294-673x420.png 673w\" data-sizes=\"(max-width: 1028px) 100vw, 1028px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Representatives from STB and UMSG at the MoU Signing Ceremony<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">The strategic partnership between STB and UMSG will highlight Singapore\u2019s story through music via integrated marketing campaigns, fan activations, and travel partner collaborations, while elevating the city\u2019s position as a must-visit travel destination. There will also be opportunities to showcase local talent alongside international artistes, telling authentic stories through their shared passions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Singapore Tourism Board Assistant Chief Executive, Marketing Group, Kenneth Lim said: \u201cWe are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music. What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We\u2019re not just creating content; we\u2019re crafting memorable moments that give fans compelling reasons to visit Singapore.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The partnership builds on STB\u2019s previous successful collaborations with UMSG artistes, including Nick Jonas\u2019s appearance at Singapore Art Week, OneRepublic\u2019s social content exploring the inspiration behind their instrumental track \u2018Singapore\u2019, and Billie Eilish\u2019s live performance filmed at Gardens by the Bay. These moments demonstrate the power of authentic, artist-led storytelling to inspire travel and position Singapore as a dynamic cultural destination.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Source: Singapore Tourism Board)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SINGAPORE, 1 June 2026: The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, have signed a Memorandum of Understanding (MoU) to amplify Singapore\u2019s appeal as a global destination.\u00a0 Together, STB and UMSG will use the power of music to raise Singapore\u2019s profile and inspire travel to the country. [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":267873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4170,246],"tags":[],"class_list":["post-267870","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinations","category-singapore"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>STB taps a tune to boost tourism - TTR Weekly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ttrweekly.com\/site\/2026\/06\/stb-taps-a-tune-to-boost-tourism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"STB taps a tune to boost tourism - TTR Weekly\" \/>\n<meta property=\"og:description\" content=\"SINGAPORE, 1 June 2026: The Singapore Tourism Board (STB) and Universal Music Singapore (UMSG), a division of Universal Music Group, have signed a Memorandum of Understanding (MoU) to amplify Singapore\u2019s appeal as a global destination.\u00a0 Together, STB and UMSG will use the power of music to raise Singapore\u2019s profile and inspire travel to the country. 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