The Singapore Tourism Board (STB) has just unveiled its latest global campaign “Made in Singapore”which encourages travelers to choose Singapore as the destination for their next trip.
It highlights uniquely Singaporean experiences, from must-see tourist spots to off-the-beaten-path surprises, and illustrates how ordinary moments transform into extraordinary experiences in Singapore.
Singapore is a fantastic city for business and tourism
With the strong assets that make Singapore an attractive destination for leisure and business, the city-state is expected to experience strong tourism growth. However, competition between destinations continues to intensify and traveler habits are changing.
A November 2021 study of more than 3,000 participants across 10 overseas markets found that more than 60% of respondents are now looking to travel more thoughtfully, with nearly 80% looking for inspiring destinations .
Singapore wants to be ahead
Made in Singapore therefore aims to position Singapore at the top of the list in the minds of travelers and to attract them by highlighting its main assets: a destination harmoniously combining city and nature, both lively and cosmopolitan, but also rooted in a strong multicultural heritage.
A bold campaign tone?
To create an emotional affinity and encourage travel to Singapore, the campaign adopts a bolder and more playful tone that reflects the spirit of Made in Singapore: a twist on the familiar creating an extraordinary and out-of-the-ordinary vacation. Whether it’s a “forest bath” in the unexpected setting of the Rain Vortex, the impressive indoor waterfall at Jewel Changi Airport, a lively dinner at the Lau Pa Sat hawker center or a Colorful “aerial ballet” at the all-new Mandai Bird Paradise, Singapore transforms imagination into real, inspiring experiences for travelers
A campaign launched globally
Beyond France, Made in Singapore will launch in all key markets across the world, including China, India, Indonesia, South Korea, the United Kingdom and the United States. In addition to videos and social media communications, the campaign will include marketing activations, partnerships within the tourism industry, collaborations with content creators, as well as trips to showcase Made in Singapore experiences to the media and tourism professionals
Some examples that will encourage travelers to stop in Singapore
to see and review Orchard Road
Orchard Road’s evolution from a shopping street to a must-visit lifestyle destination is well underway. The new Pan Pacific Orchard, a hotel celebrating nature across four open-air terraces, recently welcomed its first guests in June this year, alongside other hotel openings like Singapore’s first Pullman, the largest Hilton hotel in the Asia-Pacific region, and the COMO Metropolitan Singapore at COMO Orchard.
Besides the hotel, COMO Orchard is also home to Asia’s first pastry shop run by world-renowned pastry chef Cédric Grolet. Known for its modern and exquisite creations inspired by fruits and flowers, the Singapore boutique offers exclusives such as a dragon fruit dessert and a special tea menu.
Other exciting offerings include Asia’s first surf, snow and skate attraction, “TRIFECTA” by The Ride Side, opening on October 28, 2023 in Somerset.
Well-being experiences
Travelers seeking wellness with a Singaporean twist can immerse themselves in forest bathing and nature therapy through XIU Nature Connections, which offers guided forest bathing experiences, such as ecotours and sleep meditation classes in the heart of the city, as well as yoga sessions at Marina Bay Sands SkyPark, in collaboration with Virgin Active, a unique opportunity to sweat on the 56th floor above the void!
Culinary experiences
Travelers looking to sample fresh flavors or dine in a unique setting can head to PLUME, a new cocktail bar at Pan Pacific Singapore inspired by local birds, or visit Lou Shang, a hidden cafe that serves fusion dishes inspired by local dishes and themed around Singapore’s HDB flats.
Gourmets who know the Frantzen group, behind the Michelin-starred restaurant Zen, will be delighted by Brasserie Astoria, which has just opened its first establishment abroad. Located in the Victoria Concert Hall, the restaurant brings back to life the spirit of large dining rooms in Singapore, all to the sound of a playlist full of emotion.
