# Agoda and Singapore Tourism Board Expand Partnership to Boost Demand and Tech Transformation in Tourism

- Link: https://www.thailand-business-news.com/pr-news/agoda-and-singapore-tourism-board-expand-partnership-to-boost-demand-and-tech-transformation-in-tourism
- Published: 2026-08-14T09:00:00+07:00
- Author: PR Newswire

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SINGAPORE, Aug. 14, 2026 /PRNewswire/ — Digital travel platform Agoda and the Singapore
Tourism Board (STB) have renewed and broadened their strategic partnership through
a three-year Memorandum of Understanding (MOU), extending collaboration beyond joint
destination marketing into new areas of data, technology, and AI-powered travel 
innovation.

The MOU was signed in the presence of Mr. Omri Morgenshtern, Chief Executive Officer
of Agoda, and Ms. Melissa Ow, Chief Executive of STB. This latest agreement entails
a three-year commitment focused on promoting Singapore as a destination, deepening
data and technology collaboration, and advancing industry development.

[⌊From left to right: Jun Dong, Agoda Vice President, Omri Morgenshtern, Agoda Chief
Executive Officer, Melissa Ow, STB Chief Executive, and Terrence Voon, STB Executive
Director, Southeast Asia at the MOU launch ceremony on 13 August.⌉⌊From left to 
right: Jun Dong, Agoda Vice President, Omri Morgenshtern, Agoda Chief Executive 
Officer, Melissa Ow, STB Chief Executive, and Terrence Voon, STB Executive Director,
Southeast Asia at the MOU launch ceremony on 13 August.⌉[
From left to right: Jun
Dong, Agoda Vice President, Omri Morgenshtern, Agoda Chief Executive Officer, Melissa
Ow, STB Chief Executive, and Terrence Voon, STB Executive Director, Southeast Asia
at the MOU launch ceremony on 13 August.

First established in 2022 and renewed in 2024, the partnership has evolved with 
each iteration to address shifting traveller behaviours and the increasingly central
role of digital tools across the traveller journey. This latest expansion broadens
the scope across four pillars: joint marketing, data strategy and insights, thought
leadership and innovation, and a tech collaboration exploring the use of artificial
intelligence (AI) to provide travellers with travel 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
in areas such as data science, AI upskilling and experience development.

The signing builds on momentum established earlier this year. In May 2026, Agoda
and STB launched a joint marketing campaign to support demand for Singapore amid
global disruptions, while tapping into growing interest in short-haul regional travel.
With strong participation from Singapore hotel partners, the campaign delivered 
encouraging results across target markets — a promising sign of what the partnership
can achieve.

Ms Ow said: "STB is pleased to deepen its partnership with Agoda, amidst evolving
traveller expectations and the role of technology in travel. The renewed collaboration
presents the opportunity to tap on Agoda’s platform reach, traveller insights and
technology capabilities to strengthen Singapore’s destination appeal in the digital
space. The partnership also supports STB’s Tourism 2040 ambitions, with a mutual
commitment to harness technology and raise industry capabilities for Singapore tourism."

Mr Morgenshtern added, "Agoda shares a unique bond with Singapore, and this expanded
collaboration reflects our investment in the market’s digital future. We’re excited
to bring our AI and analytics capabilities to this partnership, enabling STB to 
reach travellers more precisely while supporting the innovation priorities that 
benefit the entire Singapore tourism ecosystem."

With this MOU, Agoda and STB will combine their respective strengths to offer travelers
more relevant and engaging ways to experience Singapore, while supporting the long-
term growth and development of the wider tourism industry.

— ENDS —

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**Read the original article :** [Agoda and Singapore Tourism Board Expand Partnership to Boost Demand and Tech Transformation in Tourism ](http://www.prnasia.com/story/archive/5025828_AE25828_0?rand=184833)