Singapore Tourism Board launches new marketing campaign in China
The Singapore Tourism Board (STB) unveiled a new marketing campaign for the Chinese market in Shanghai on Wednesday, aiming to present the city-state as a dynamic destination offering diverse and unconventional travel experiences tailored to diverse Chinese consumer interests.
The campaign focuses on five key traveler segments: "Wellness Seekers", "Culinary Explorers", "City Explorer", "Entertainment Seekers", and the "Active Silver", highlighting curated travel experiences to suit their interests.
"We encourage travelers to go beyond typical tourism offerings and embrace spontaneous discoveries that unlock new dimensions of their journey," said Andrew Phua, chief representative and executive director for Greater China at STB.
STB data highlights a strong recovery in Chinese tourist arrivals, with 3.08 million visitors from the Chinese mainland in 2024—an increase of 126 percent year-on-year and accounting for 18.7 percent of Singapore's total international arrivals.
Meanwhile, a joint whitepaper with Chinese online travel agency Ctrip Group provided insights into key trends for inbound tourism in Singapore in 2024, revealing significant growth among younger and senior travelers. The data indicated that visitors born in the 1990s increased by 136 percent compared to 2019, while those born in the 2000s saw growth exceeding 200 percent, and overall senior travelers from aged between 60 and 70 outpaced China's overall outbound trends.
Younger tourists favor personalized experiences such as independent travel, popular tourist spots inspired by social media, and reality-show-themed tours—such as those inspired by Divas Hit the Road, which saw a 149 percent month-on-month increase in bookings—characterized by a focus on cost-effectiveness and strong social sharing elements.
Phua said that Chinese consumers' acceptance of sustainable travel is steadily increasing, making Singapore an ideal choice for nature exploration and eco-friendly trips. Additionally, the growing enthusiasm of Chinese tourists for gastronomy is reflected in the continuous rise of dining expenditures in Singapore.
"Beyond iconic landmarks, travelers now crave authentic interactions with locals," Phua added, highlighting public housing tours that offer insights into Singapore's traditional neighborhoods and daily life.
This year, Singapore will debut several major attractions in 2025 to enhance its appeal. The Jurassic World: The Exhibition at Gardens by the Bay will open on May 29, featuring life-sized dinosaur installations. Universal Studios Singapore's Minion Land, launched in the first quarter, will be joined by Halloween Horror Nights in September with themed haunted houses. Notably, the Disney Adventure—the first Disney cruise ship featuring three exclusive new rides—will set sail from Singapore in December.
"As Chinese travelers seek greater diversity in their destinations, Singapore aims to deliver imaginative experiences for young and established professionals as well as the seniors," Phua said. "These new additions reflect Singapore's commitment to evolving with traveler expectations, ensuring it remains a vibrant and innovative destination."
