The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” (MIS) aimed at inspiring travellers to choose Singapore as their next travel destination. The campaign puts a fresh spin on the Passion Made Possible[1] destination brand, spotlighting quintessentially Singaporean experiences, from iconic attractions to hidden gems, all of which are deeply rooted in the unique passions that characterize Singapore’s identity.
Speaking on the latest campaign, GB Srithar, Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”
Mr Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board, said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”
Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth[2]. However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in Nov 2021 with over 3,000 respondents across 10 overseas markets found that over 60% of people are looking for more purposeful travel, and close to 80% of those planning for purposeful travel are looking for destinations that inspire them[3]. The MIS campaign therefore aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.
To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of MIS: where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.
The latest additions to Singapore’s destination offerings also reflect this quirky spirit. Imagine this: at Sentosa’s The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes a thrilling turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the newly minted cocktail bar at Pan Pacific Singapore, guests can savour fresh flavours inspired by local birds, offering a unique twist to the traditional cocktail experience. And for those seeking a one-of-a-kind culinary journey, Lou Shang, a hidden gem of a café, serves fusion dishes inspired by beloved local favourites, adding an exciting twist to familiar flavours. (Refer to Annex A for new, innovative experiences that travellers can look forward to in Singapore.)
MIS replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.
