Deployment of AI, Augmented Reality or Extended Reality-based Multilingual Narration at Tourist Spots while Safeguarding Tourist Guides Position
Ministry of Trade and IndustrySpeakers
Summary
This question concerns the deployment of artificial intelligence and augmented reality at tourist sites and its impact on the tourist guide profession. MP Dennis Tan Lip Fong inquired if these technologies supplement or substitute licensed guides and how the Singapore Tourism Board (STB) maintains its licensing framework's relevance. Deputy Prime Minister and Minister for Trade and Industry Gan Kim Yong stated that STB encourages technology to enhance experiences, supporting initiatives via pilots and the Experience Step-Up Fund. The Minister highlighted capability building for guides to leverage technology and announced a new “Learn + Do” license renewal framework effective 1 March 2026. This framework incentivizes guides to adopt digitalization and take ownership of their learning to deliver unique experiences while adapting to market needs.
Transcript
5 Mr Dennis Tan Lip Fong asked the Deputy Prime Minister and Minister for Trade and Industry (a) whether the Singapore Tourism Board (STB) is deploying artificial intelligence, augmented reality or extended reality based multilingual narration at tourist spots; (b) if so, whether such deployment is intended to supplement or substitute licensed tourist guides; and (c) how will the STB ensure that its licensing framework for tourist guides remains meaningful in light of such technologies.
Mr Gan Kim Yong: The Singapore Tourism Board (STB) encourages the adoption of new and innovative technologies in the tourism sector. For example, in 2024, STB piloted “Merli's Immersive Adventure” on Google Maps, an augmented reality (AR) tour to iconic spots, such as the Victoria Theatre and Concert Hall and Maxwell Food Centre. STB is also piloting solutions involving artificial intelligence (AI) and Generative AI that enhance visitor experience, such as through chatbots and multilingual translators.
STB also provides grants to businesses seeking to adopt innovative technologies via the Experience Step-Up Fund. For instance, STB supported Woopa Travel's initiative to launch an AR feature within their application for walking tours. The feature facilitates interactions between tourists and key points of interests and allows tourist guides to create enhanced guiding experiences with the AR technology.
We expect technological advancements to play an increasing role in shaping visitor experiences. STB is committed to advancing the tourist guide profession through capability building, so that they can leverage these technologies to adapt to market needs. For example, STB upskills tourist guides through live workshops at the annual Travel Agents and Tourist Guides Industry Forum, including how to enhance their profiles and create unique itineraries with AI.
An updated tourist guide licence renewal framework, termed “Learn + Do”, will take effect from 1 March 2026. The updated framework encourages tourist guides to take ownership of their learning, including in technology adoption and digitalisation, to deliver unique and meaningful experiences to tourists.