The recently formalized Memorandum of Understanding (MoU) between Singapore’s major tourism stakeholders and Weixin Pay marks a milestone in cross-border digital tourism development. The partnership brings together the Singapore Tourism Board, Changi Airport Group, Sentosa Development Corporation, CapitaLand, and Weixin Pay to create a more seamless experience for Chinese travelers visiting Singapore. The collaboration builds on Tencent’s strategic interest in the region.
According to Etienne Ng, Regional Director of Southeast Asia at Weixin Pay, Tencent, the effort began roughly two years ago, around 2023, with a partnership between Weixin Pay and the Singapore Tourism Board as China began reopening after the COVID-19 pandemic. China was Singapore’s largest source market for international visitors before the pandemic. During the pandemic, Weixin Pay and Singapore Tourism Board continued their collaboration, testing various initiatives to prepare for the return of Chinese tourists.
In September 2024, Weixin Pay hosted its annual Weixin Open Class event in Singapore, marking the first time the event was held outside China. The event typically takes place in Guangzhou, where Weixin is headquartered. At the event, CapitalLand representatives discussed their implementation of Weixin Pay ecosystem solutions in Singapore, which later influenced Sentosa Development Corporation to explore similar digital options.
The formal signing of the MoUs came after six months of collaboration following the Weixin Open Class event, during which the organizations identified integration opportunities to improve visitor experiences.
Sentosa Development Corporation identified limited shopping options for tourists as a challenge. Despite offering numerous attractions and entertainment venues, visitor feedback highlighted a lack of shopping opportunities.
Conversely, CapitaLand Mall, a major shopping destination in Singapore, offers extensive retail options but lacks experiential attractions. The partnership through the Weixin platform aims to create a more comprehensive tourism ecosystem, addressing these complementary needs.
Traditionally, both Sentosa and CapitaLand worked independently, primarily through travel agents and business-to-business relationships rather than direct business-to-consumer engagement. The partnership enables the entities to combine resources to deliver services to visitors, while potentially reducing redundant marketing efforts.
