Visa has agreed a three-year Memorandum of Understanding (MOU) with the Singapore Tourism Board (STB), a move that puts cardholder data at the centre of the city-state’s push for higher-value visitors.

The agreement rests on three pillars. The first is helping travellers discover Singapore’s tourism offering, with particular emphasis on dining and night-time activities. The second is using data to pinpoint high-value tourism opportunities. The third is running co-branded marketing campaigns intended to strengthen both brands.

Singapore will also join Visa Destinations, which the partners will use to roll out strategic tie-ups, flagship initiatives and experiences across the country’s tourism precincts and its most lucrative traveller segments.

Visa Destinations is Visa’s worldwide travel programme, built to change how visitors find and enjoy leading destinations. Singapore becomes the second Asia Pacific market to join, after Thailand launched in July this year, and it sits alongside cities such as London, New York and Paris. The programme goes live in Singapore in November.

Under the first pillar, the partners will create perks and experiences spanning attractions, dining, entertainment, retail and tours, the categories where travellers spend most. Visa’s figures identify shopping and dining as major drivers of visitor outlay. Repeat visitors spend roughly four times as much as first-timers, which makes giving travellers reasons to come back commercially significant.

Visa’s spending insights are expected to clarify which visitor groups, source markets and experiences offer the strongest potential for higher-value demand and return trips.

The two organisations will also put together offers featuring local businesses across tourism precincts.

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