STB, OpenAI sign MoU to power AI shift in tourism sector

It aims to boost visitor experiences and industry efficiency.

The Singapore Tourism Board (STB) has signed a memorandum of understanding (MoU) with OpenAI to advance Singapore's tourism sector for a future driven by Advanced AI.

This marks the first adoption of OpenAI’s technology by a national tourism organisation in Asia.

Through this partnership, STB will accelerate the responsible adoption of Advanced AI across the tourism sector to enhance visitor experiences and improve organisational and industry productivity.

This could include working with tourism businesses to deliver tailored recommendations and multilingual assistance, and enabling immersive storytelling.

Other areas of interest include the use of robotics and advanced tools, which STB will assess for their practical impact and potential scalability within the tourism sector.