Marina Bay Sands, UOB, and Singapore Tourism Board Unite Forces for Marina Bay’s Remarkable Transformation

Saturday, May 11, 2024

Marina Bay Sands, UOB, and the Singapore Tourism Board (STB) have formalized their commitment to boost awareness and enhance visitorship to the Marina Bay precinct by signing a Memorandum of Understanding (MoU) today. This agreement marks the trio’s dedication to transforming the precinct into a premier lifestyle and business hub, attracting both local residents and tourists. Building upon their successful partnership earlier this year, which featured dynamic programming and captivating events, this initiative solidifies their shared vision for the precinct’s long-term development.

Unveiled in January, the inaugural partnership spotlighted the “Masterpieces.. Made in Singapore” marketing campaign and the mesmerizing “The Legend of the Dragon Gate – Drone Show by the Bay” drone spectacle, alongside numerous other activities. With the participation of 26 precinct partners offering over 50 exclusive experiences for UOB cardholders across multiple countries, the pilot partnership set a groundbreaking precedent, leading to this expanded cooperation.

The MoU signing ceremony, attended by dignitaries including Minister Grace Fu, witnessed representatives from Marina Bay Sands, UOB, and STB affirming their commitment. This significant event, held concurrently with STB’s Tourism Industry Conference at Sands Expo and Convention Centre, underscored the collective determination to elevate the Marina Bay precinct.

Amidst STB’s optimistic projections for tourism receipts and visitor arrivals in 2024, the partners have already observed encouraging trends. International Visitor Arrivals (IVA) for Q1 2024 demonstrated remarkable strength, achieving 93% of pre-COVID levels in 2019. This positive momentum is mirrored in the performance of Marina Bay Sands, which reported record-breaking revenue growth of 36.6% in the first quarter of the year, coupled with a notable increase in foot traffic.

Similarly, UOB noted a substantial rise in spending from campaign markets during the same period, particularly during high-profile events such as Taylor Swift’s concerts in Singapore. The surge in tourism-related expenditures reflects a broader economic revitalization, with various sectors experiencing significant growth.

Looking ahead, the partners are poised to showcase Marina Bay as a vibrant destination with a diverse array of experiences. They will collaborate on compelling programming for upcoming festive seasons and continue to introduce world-class events and attractions to the precinct. By leveraging the collective strengths of businesses around the Bay, they aim to position Marina Bay as a premier destination for hosting international events and delivering unparalleled experiences.

Marina Bay Sands’ Irene Lin said, “The Marina Bay precinct was enlivened in the first quarter of the year, with multiple partners coming together to bring greater vibrancy to the area and create a stellar experience for guests. This next partnership recognises that the precinct has limitless potential to compete on the world stage as a leading lifestyle and business destination. Our ongoing efforts to elevate Marina Bay Sands signal our commitment to enhance the Bay, and we look forward to working with our partners to create more compelling experiences over the long term.”

UOB’s Jacquelyn Tan said, “We are excited to extend this unique partnership to make the iconic Marina Bay precinct a must-visit destination for both locals and tourists. This unprecedented partnership is the latest in our array of innovative and pioneering entertainment propositions we have acquired for our eight million customers across ASEAN, who have over the past months enjoyed exclusive ticketing access to concerts and festivals featuring internationally-renowned artistes across different genres. We will further leverage our leadership position in the lifestyle space and our unparalleled footprint across the region, to bring more unforgettable retail, dining, travel and entertainment experiences to the precinct for our local and regional cardholders. We look forward to the next partnership with great anticipation, as the possibilities for the period ahead are truly endless.”

STB’s Kenneth Lim said, “We are excited to be embarking on the next Marina Bay precinct partnership with Marina Bay Sands and UOB. Building on the success of the pilot partnership, we look forward to collaborating with the wider Marina Bay precinct partners to curate exciting experiences for both locals and overseas visitors to enjoy. Through this partnership, we aim to inspire exploration of Singapore by promoting unique offerings and programming in the Marina Bay precinct, demonstrating our continued appeal as an attractive and vibrant destination.”

The campaign built on the marketing efforts of all three parties – STB’s Made in Singapore global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s strategy to provide exclusive access to the best Travel, Shop, Dine and Entertainment events across ASEAN.