🌏 Overview
The Singapore Tourism Board (STB) leads Singapore's tourism sector, aiming to enhance tourist engagement and drive transactions across its partner ecosystem. However, there are challenges in effectively communicating with tourists and tracking the impact of tourism initiatives.
Key Challenges
Difficulty consolidating travel data across platforms (email, SMS, calendar, business accounts) App fatigue, with low likelihood of app installations Limited ability to track and attribute the impact of tourism initiatives Solution: Badge Digital Wallet Engagement Platform
We propose a "Singapore Tourist Pass" (or any program name) that can be adapted for specific initiatives, much like STB's categories such as "Explore Singapore" or "MICE" (Meetings, Incentives, Conferences, and Exhibitions). This pass would consolidate trip details and evolve throughout the visitor's journey, providing practical features at different stages:
Pre-trip: Weather updates, packing tips, and partner offers (e.g., scooter tours) Arrival: Welcome messages, duty-free specials, and transportation info During stay: Location-based recommendations and offers
Key Features:
One-click wallet pass installation with no app download required Dynamic content based on location and timing Ability to communicate with visitors before, during, and after their trip Customizable fields and attributes for personalized messaging Geofencing for location-based engagement Implementation Options:
Direct Merchant Engagement: Enable Sentosa and other attractions to surface benefits through wallet passes STB-managed Platform: Centralized tourist engagement system with partner offers API Integration: Connect with existing STB systems and data sources Impact
The Badge solution will deliver:
Increased engagement with tourists before, during, and after their trip Ability to surface personalized offers and experiences to users Improved data collection on user behavior and preferences Potential to drive incremental sales for partner businesses Reduced friction in accessing offers and information for tourists Additional Benefits:
100% first-party data collection Higher engagement rates than traditional channels 🧱 Implementation Plan
Phase 1: Kickstart Program (3 months)
Set up Singapore Tourist Pass template Integrate with 3-5 key attractions/partners Test geofencing and notification capabilities Phase 2: Expansion (3-6 months)
Onboard additional tourism partners Implement personalization based on visitor preferences Develop targeted campaigns for different visitor segments Phase 3: Full Deployment (6+ months)
Develop loyalty marketing for repeat visitors Create monetization opportunities with partner businesses Implement advanced analytics and reporting 🏷️ Pricing
Monthly platform fee + per-active-pass pricing No additional costs for engagement pushes or notifications Platform Fee: $2,000 – $7,000/month
Pricing varies based on support and features:
$2K–$4K: Standard support and onboarding $7K: SDK access for deeper integration, white-label options, and potential revenue-sharing models Monthly Active Pass Pricing
Starts at $0.07 per pass, with volume discounts 🧧 Monetizing the Singapore Tourism Board’s Wallet Pass
Badge offers several monetization models for STB to turn the wallet pass into a revenue-generating tool while enhancing tourist engagement.
Direct Revenue Models
Partner Advertising Platform: Charge attractions like Sentosa for wallet push fees and ad campaigns Premium Placement Fees: Sell featured placements to tourism businesses at premium rates Tiered Partner Licensing: License the platform to Singapore businesses, charging per workspace or engagement Transaction-Based Revenue
Commission on Bookings: Take a percentage on transactions driven by wallet passes Lead Generation Fees: Charge for qualified leads delivered through the wallet Conversion-Based Pricing: Charge brands based on campaign conversions Platform-as-a-Service Model
White-Label Solution: License the platform to tourism partners Subscription Tiers: Offer tiered subscriptions with no engagement push costs Data Monetization (Privacy-Compliant)
Aggregated Tourism Insights: Sell anonymized tourism insights using first-party data Tourism Trend Reports: Sell premium reports on tourism trends and spending patterns Enhanced Visitor Experience Models
Premium Tourist Pass Tiers: Offer tiers with additional benefits and geofenced perks Loyalty Program: Create a loyalty program for repeat visitors Implementation Strategy
Kickstart Program: Start with select partners to demonstrate value Phased Rollout: Focus on ROI based on proven success Measure and Optimize: Track attribution and impact to ensure success By implementing these models, STB can turn the wallet pass into a profitable revenue stream while enhancing the visitor experience and supporting Singapore’s tourism ecosystem.
⏭️ Next Steps:
Review with STB marketing team Identify potential brand partners Schedule technical discovery session Develop implementation timeline and KPIs Explore pilot programs with Singapore brands 
Proposal: Singapore Tourism Board Digital Wallet Engagement Solution
