Singapore Tourism Board has renewed its partnership with Maker Lab for two years, extending the agency’s role as Visit Singapore’s outsourced social creative team. The deal follows strong digital performance, including a standout Instagram series that drove major engagement and follower growth, and will continue to scale content, community, and insights-driven social operations.
Singapore Tourism Board (STB) has renewed its partnership with Maker Lab, extending the inhousing agency’s role as its outsourced creative team for social media for an additional two years. The decision cements a collaboration that has seen Visit Singapore evolve into a more agile and culturally attuned digital destination brand, operating at the speed of social platforms.
Under the renewed contract, Maker Lab will continue managing the full spectrum of Visit Singapore’s social media operations, including content creation, community management, and social performance analysis. An embedded social team will remain dedicated to STB, supported by Maker Lab’s proprietary AI-based tools and workflows designed to accelerate production, refine insights and lift creative performance.
The extension comes off the back of strong performance across Visit Singapore’s digital ecosystem, spanning TikTok, Instagram and YouTube. STB credits the partnership for driving deeper audience engagement and more responsive storytelling that better mirrors the rhythms and vernacular of contemporary travel culture. One standout example was Maker Lab’s “Where chefs eat” Instagram series, which generated 27 times higher engagement than the average Visit Singapore reel and delivered a 21.6% month-on-month surge in new followers during its run.
Since the partnership first launched in 2024, Maker Lab’s remit has expanded significantly. What began as a creative production engagement has evolved into full-scale social content operations, anchored by an in-house team of creators who develop platform-first content informed by real-time social listening and trend analysis. STB says the arrangement has strengthened community interaction and helped sharpen Visit Singapore’s strategic use of insights to calibrate tone, style and editorial priorities for global audiences.
“Social is where destination brands are discovered, debated and desired, and partnering with ambitious brands like STB to create this kind of impact is what we love doing,” said Maker Lab managing director Intan Mokhnar. She added that the partnership will continue to focus on elevating Singapore’s position on the global travel stage through culturally fluent storytelling that resonates beyond geography.
“We’re thrilled to build on the momentum we’ve started together and bring Singapore’s story to the world in ways that feel authentic, culturally fluent, and unmistakably global,” Mokhnar concluded.
With the two-year renewal in place, STB signals that social-led destination branding will remain a priority as international tourism competition intensifies and travellers increasingly rely on digital content for trip inspiration, validation and discovery.
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