The Singapore Tourism Board has appointed Edelman as its new public relations agency following a competitive pitch, marking a strategic move to strengthen its global communications efforts. The mandate takes effect immediately and will run for an initial period of two years and two months, with an option to extend the partnership for an additional three years.This appointment aligns with STB’s broader Tourism 2040 roadmap, under which the organisation is seeking a collaborative communications partner to enhance its storytelling approach and deepen engagement with global audiences. The focus will be on strengthening media relations, crafting impactful narratives, improving digital visibility, and implementing robust measurement frameworks to evaluate communications effectiveness and reinforce Singapore’s positioning as a leading international destination.As part of the mandate, Edelman will support ongoing public relations activities, including strategic planning, media outreach, crisis and issue management, digital amplification, as well as monitoring and performance evaluation. The agency will also lead earned-led communications for key marketing priorities across leisure tourism, business travel, and the meetings, incentives, conferences and exhibitions (MICE) segment.The partnership is designed to deliver integrated communications strategies and meaningful earned media impact, highlighting the diversity of Singapore’s tourism ecosystem spanning culture, lifestyle, innovation, and global business events. The appointment reflects STB’s continued focus on working with agency partners that can deliver strategic communications support while building deeper engagement with travellers, industry stakeholders, and partners worldwide.

Edelman has been appointed as the public relations consultancy for the Singapore Tourism Board (STB) following a competitive pitch process that began in October 2025, according to Campaign Asia-Pacific.The account was previously handled by WE Communications, which had held the mandate since 2022. Edelman had earlier managed the business for nine years, including during the COVID-19 period when it supported the tourism body through the crisis.Campaign Asia-Pacific understands that the pitch also saw participation from AKA Asia, Ogilvy and WE Communications.Under the new mandate, Edelman will deliver a two-tier scope of work. Its core responsibilities include strategic communications planning, media engagement, issue and crisis management counsel, digital amplification, and monitoring and measurement. In addition, the agency will provide project-based support for priority campaigns and platforms, leading earned media strategies across initiatives such as Culinary Capital, Singapore Food Festival, Grand Prix Season Singapore, and MICE marketing communications.The partnership will also incorporate Edelman’s proprietary GEOsight AI solution, introduced in May 2025, which is designed to help brands manage and optimise their visibility across AI-generated search environments.The agency said the appointment aligns with STB’s Tourism 2040 roadmap and is intended to strengthen Singapore’s destination storytelling, deepen media engagement, sharpen narrative differentiation, and enhance the country’s digital presence as a global tourism hub.Beyond this win, Edelman continues to expand its destination marketing portfolio in the region. The firm currently manages communications for Hong Kong’s West Kowloon Cultural District and has previously led the ‘Go Mongolia’ campaign, a cinematic initiative aimed at elevating Mongolia’s global profile and positioning it as a destination for exploration, investment, and engagement.