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Regional Offices

Stb regional offices, stb americas, stb southeast asia, stb oceania.

• STB Greater China​

STB North Asia

• STB India, Middle East & South Asia

STB Americas oversees markets in North America (USA and Canada), as well as Latin and South Americas, with a presence in Manhattan, New York, and San Mateo, California. 

AMERICAS, NEW YORK Singapore Tourism Board

589 Fifth Avenue Suite 710 New York, NY 10017 United States of America

Tel:  (1-212) 302-4861 Fax: (1-212) 302-4801 Email: [email protected]

Contacts: Ms Rachel Loh Senior Vice President, Americas Email:  [email protected]

Ms Gina Ng Vice President, Marketing & Leisure Trade Email:  [email protected]

AMERICAS, SAN FRANCISCO Singapore Tourism Board

Singapore Centre 999 Baker Way, Suite 120 San Mateo, California 94404 United States of America

Tel:  +1 (650) 591-9102 Email:  [email protected]

Contact: Mr Gregory Yap Vice President, Meetings & Leisure Trade Email:  [email protected]

STB Southeast Asia offices are responsible for the ASEAN markets, with a presence in Kuala Lumpur, Bangkok, Ho Chi Minh City, Jakarta and Manila. Their activities include building partnerships, marketing and promoti​ons. 

MALAYSIA & BRUNEI Singapore Tourism Board

Singapore Centre Lot 4-6-1, Level 4, Equatorial Plaza, Jalan Sultan Ismail 50250 Kuala Lumpur, Malaysia

Tel:   (60-3) 2110 8710 Fax:  (60-3) 2110 8720 Email:  [email protected]

THAILAND 

Singapore Tourism Board @ Singapore Centre

Unit 1702-1703 17th Floor Sathorn Square Office Tower 98 North Sathorn Road, Silom, Bangrak  Bangkok 10500, Thailand

Contact: Mr Lee Jian Xuan Area Director, Malaysia, Thailand & Brunei Email:  [email protected]

Mr Kornpiput Cheskhun, The Syndicate Co. Ltd Business Development Manager, STB Thailand Email:  [email protected]

VIETNAM, CAMBODIA & LAOS

Singapore Tourism Board​

Unit 3, 11th Floor, Saigon Centre, Tower 2 67 Le Loi Street District 1, Ho Chi Minh City, Vietnam​

Tel:   (84-28) 3 8277 646 Fax:  (84-2​8) 3 8277 648 Email:  [email protected]

Contact: Ms Serene Ng Area Director, Vietnam Email:  [email protected]

INDONESIA, JAKARTA

Singapore Tourism Board

19th Floor, Unit 01, Maya Pada Tower 1 Jalan Jendral Sudirman Kav 28 Jakarta 12920, Indonesia

Tel:   (62-21) 5799 2276 / 2279 Fax:  (62-21) 5799 2271 Email:  [email protected]

Contacts: Mr Terrence Voon Executive Director, Southeast Asia (based in Singapore) Email:  [email protected] Mr Mohamed Hafez Marican Area Director, Indonesia (Jakarta) Email:  [email protected]

INDONESIA, SURABAYA

Pakuwon Tower Unit 2101 Tunjungan Plaza 6, Jl Embong Malang No 21-31 Surabaya – Jawa Timur, Indonesia 60261

Email:  [email protected]​

​ Contact: Ms Lim Si Ting Area Director, Indonesia (Surabaya) Email:  [email protected]

PHILIPPINES, MANILA

Unit 704 Ayala Triangle Gardens Tower 2 Paseo De Roxas cor Makati Avenue Makati City, Philippines 1226

Email:  [email protected]

Contact: Ms Ong Fang Xun Area Director, Philippines Email:  [email protected] ​

STB Oceania office is responsible for markets in Oceania, with a presence in Sydney.

AUSTRALIA, SYDNEY Singapore Tourism Board

11th Floor AWA Building 47 York Street Sydney NSW 2000, Australia

Tel:   (61-2) 9290 2888  Email:  [email protected]

Contact: Mr Oliver Chong Executive Director, International Relations, Market Planning & Oceania (based in Singapore) Email:  [email protected]​

Ms Kimberly Spykerman Area Director, Oceania Email:  [email protected]​

MELBOURNE, VICTORIA Singapore Tourism Board Marketing Representative

Contact: Ms Kerrin Trenorden, GTI Tourism Email:  [email protected]​ ​​

STB Europe has three primary offices in London, Frankfurt and Brussels under its purview. Their market coverage is geographically distributed as follows:

• STB London: UK, Northern & Southwestern Europe
• STB Frankfurt: Central , Southern & Eastern Europe
• STB Brussels: Western Europe 

UNITED KINGDOM, LONDON Singapore Tourism Board

Singapore Centre First Floor, Southwest House 11A Regent Street London, SW1Y 4LR United Kingdom

Tel:   (44-20) 7484 2710 Email:  [email protected]

The office is open on Tuesdays, Wednesdays & Thursdays from 9am - 5pm. Appointment required for all other times.

Contacts: Ms Kershing Goh Regional Director, Europe  Email: [email protected]

Mr Michael Rodriguez Area Director, Northern & Southwestern Europe Email:  [email protected]

GERMANY, FRANKFURT Singapore Tourism Board

Westend DUO Bockenheimer Landstr. 24 60323 Frankfurt Germany

Tel:   (49-69) 920 7700 Fax:  (49-69) 920 73522 Email:  [email protected]

Contact: Ms Denitsa Arabadzhieva Area Director, Central, Southern & Eastern Europe  Email:  [email protected]

ITALY, MILAN Singapore Tourism Board Marketing Representative 

PR & GO UP Communication Partners Fabio Filzi, 27 20124 Milan Italy

Tel:  +39 335 27 62 16

Contact: Ms Gloria Peccini Co-founder, Director​ Email:  [email protected]​ ​

BELGIUM, BRUSSELS Singapore Tourism Board

143/4 Avenue Louise 1050 Brussels Belgium Email:  [email protected]

Contact: Ms Melissa Jane Thompson Area Director, Western Europe Email:  [email protected]

FRANCE, PARIS Singapore Tourism Board Marketing Representative

Interface Tourism France http://interfacetourism.fr 16 Rue Ballu 75009 - Paris, France

Tel: +33 (0)1 53 25 11 11

Contact: Mr Blaise Borezee​ Email:  [email protected] ​

STB Greater China

STB Greater China has five offices in Beijing, Shanghai, Guangzhou, Chengdu and Hong Kong, and a marketing representative office in Taipei.

BEIJING Singapore Tourism Board (Singapore Centre Beijing)

Unit 3101-3106 China World Tower 1 No.1 Jian Guo Men Wai Avenue Beijing 100004 People's Republic of China

Tel:   (86-10) 6505 9393 Fax:  (86-10) 6505 6453 Email:  [email protected]

Contacts: Mr Andrew Phua Chief Representative & Executive Director, Greater China  Email:  [email protected]​

Ms Toh Ling Hui Area Director, Northern China Email: [email protected]

SHANGHAI Singapore Tourism Board (Singapore Centre Shanghai)

Unit 1006-1108 LuOne 218 Xujiahui Road, Huangpu District Shanghai 200020 People's Republic of China

Tel:   (86-21) 6385 2626 Fax:  (86-21) 6385 2383 Email:  [email protected]

Contact: Ms Chan Jing Li Area Director, Eastern China Email:  [email protected]​​

GUANGZHOU Singapore Tourism Board (Singapore Centre Guangzhou)

Unit 6104 CITIC Plaza No. 233 Tianhe North Road Guangzhou, Tianhe District Guangdong 510613 People's Republic of China

Tel:   (86-20) 3891 1911 Fax:  (86-20) 3891 1776 Email:  [email protected]

Contact: Ms Toh Sork Lee Area Director, Southern China  Email: [email protected] ​​

CHENGDU Singapore Tourism Board (Singapore Centre Chengdu)​

21F, Tower 2, Raffles City Chengdu No. 3, Section 4, South Renmin Road Chengdu 610041 People's Republic of China

Tel:   (86-28) 8319 1127 Email:  [email protected]

Contact: Mr Chia Ghim Chuan Area Director, Western China Email: [email protected]

Singapore Tourism Board Marketing Representative

Ogilvy Hong Kong 15th Floor,  K11 Atelier 728 King's Road, Quarry Bay, Hong Kong

Tel:  (852) 2568 0161

Contact: STB Hong Kong Representative Email:  [email protected]

DeVries Global Taipei 達睿思國際傳播諮詢 Rm. 1900, 19F., No. 2, Ln. 150, Sec. 5, Xinyi Rd., Xinyi Dist., Taipei City 110416 Tel: (886-2) 2722 1090

Contact: Mr Joseph Chen   [email protected]

STB North Asia is responsible for markets in Japan and the Republic of Korea, with offices in Tokyo and Seoul, respectively.

JAPAN, TOKYO Singapore Tourism Board

Singapore Centre #3414 Marunouchi Building 2-4-1 Marunouchi,  Chiyoda-ku Tokyo 100-6334, Japan

Tel:   (81-3) 6268-0861 Fax:  (81-3) 6268-0862 Email:  [email protected]

Contacts:  Ms Serene Tan Regional Director, North Asia  Email:  [email protected]

Mr Ryohei Shibata Area Director, Japan  Email:  [email protected]

KOREA, SEOUL Singapore Tourism Board

Singapore Centre 3F Seoul Finance Center 136, Sejong-daero, Jung-gu Seoul, 04520, Korea

Tel:   (82-2) 734 5570 Email:  [email protected]

Contact: Ms Nicky Seet Area Director, Korea  Email: [email protected]

STB India, Middle East, South Asia, & Africa

STB IMESA has two primary offices in Mumbai and Delhi. Their leisure market coverage is geographically distributed as follows:

• STB Mumbai: Western and Southern India, Middle East, & Sri Lanka
• STB Delhi: Northern and Eastern India, Bangladesh, Nepal, Pakistan, and South Africa

INDIA, MUMBAI Singapore Tourism Board

Singapore Centre Unit 216/217, The Capital G Block, Near ICICI Bank Bandra Kurla Complex, Bandra (East) Mumbai 400051

Tel:   (91-22) 66083200 Email:  [email protected]

Contacts: Mr Markus Tan Regional Director, India, Middle East, South Asia & Africa Email: [email protected] ​ ​​

Mr Wong Renjie Area Director, India, Middle East & South Asia (Mumbai) Email:  [email protected]

INDIA, NEW DELHI Singapore Tourism Board

Singapore Centre Unit 4A,4th Floor, Aria Tower JW Marriott Asset Area 4 Delhi Aerocity, Hospitality District New Delhi-110037, India ​

Tel:   (91-11) 45810088 Email:  [email protected]

Contact: Mr Lim Kean Bon Area Director, India, South Asia & Africa (New Delhi) Email:  [email protected]

About the Organisation

What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

• Increase no. of sailings to/from Singapore
• Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
• Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
• Increase capability of industry players via cruise-specific industry training programmes
• Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia

Is the project able to achieve one or more of the following?

• Improve visitor satisfaction (especially foreign visitors)
• Increase footfall
• Increase revenue
• Significant branding and PR value

Is the project able to attract foreign visitors and contribute to foreign visitors' spend?

Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.

Based on your selection, the following STB grant/s may be applicable for your project:

Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:

• Applicant has started work on the project e.g. tender has been called.
• Applicant has made payment(s) to any supplier, vendor or third party.
• Applicant has signed a contractual agreement with any supplier, vendor or third party.

Singapore’s Push for Indian Tourists: 3 Deals in 3 Days

Peden Doma Bhutia , Skift

April 3rd, 2024 at 9:12 AM EDT

In just the first three days of April, Singapore Tourism Board has already dropped three announcements about teaming up with Indian companies, a clear sign of India's growing significance.

Peden Doma Bhutia

Singapore is making a push to attract Indian tourists. The Singapore Tourism Board has announced a series of partnerships with Indian companies, the latest an agreement Wednesday with fintech firm PhonePe.

The collaboration will allow Indian travelers to conduct transactions in Singapore directly from their Indian bank accounts by scanning a QR code during their visit.

India is one of the fastest-growing tourism markets , and ranks among Singapore’s top five.

The city-state hosted 1.1 million Indian visitors in 2023. That’s still down from 1.4 million in 2019, but the Singapore Tourism Board anticipates reaching 90-95% of its pre-pandemic numbers this year.

To facilitate this growth, the board plans to streamline the tourist visa process for Indian travelers. Moreover, Singapore has also bolstered connectivity between the two countries by establishing direct flights from 17 Indian cities.

Singapore is also boosting its infrastructure to accommodate both tourists and business travelers, with plans to add 9,000 new hotel rooms to the existing 72,000.

Poh Chi Chuan, executive director of exhibitions and conferences at the Singapore Tourism Board, emphasized that Singapore is not only targeting tourist traffic from India but also catering to business travelers, given the growing trade relations and thriving Indian economy.

MakeMyTrip Collaboration

The PhonePe collaboration comes a day after the tourism board’s partnership with Indian online travel agency MakeMyTrip.

Singapore Tourism Board and MakeMyTrip will collaborate on joint activations and campaigns aimed at increasing inbound travel to Singapore.

The tourism board plans to use MakeMyTrip’s market understanding to create travel holiday packages tailored for Indian consumers.

Singapore was one of the top three searched international destinations on MakeMyTrip platform last year, moving up from the fifth place in 2022, said Rajesh Magow, co-founder and group CEO of MakeMyTrip.

Eye on Indian Weddings

Singapore Tourism Board on Monday announced a collaboration with designer Rahul Mishra to highlight Singapore’s offerings for Indian weddings. The partnership is aimed at providing Indians with insight into the island city through an artisanal curated collection.

Speaking on this collaboration, Markus Tan, regional director for India, Middle East, South Asia and Africa at Singapore Tourism Board noted that Indians prioritize weddings and are becoming increasingly selective about crafting distinctive and unforgettable experiences for their guests.

Skift had earlier reported in a feature how Indian weddings redefine extravagance.  Talking about how destinations weddings have been gaining popularity, report had stated how countries like Thailand, UAE and European hotspots have been eyeing India’s ultra high-net worth individuals.

Skift Research estimates that a typical Indian wedding at an international destination costs about $215,000.

Leveraging the power of Indian celebrities , Singapore Tourism Board in December had partnered with Bollywood actress Ananya Panday for a 4-episode vlog series. The tourism board said this would unveil a “new, exciting and fun side of Singapore.”

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The Skift India Report is your go-to newsletter for all news related to travel, tourism, airlines, and hospitality in India.

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Tags: asia monthly , celebrities , destination marketing , india outbound , indian weddings , makemytrip , singapore , Singapore Tourism Board

Photo credit: Singapore welcomed 1.1 million Indian visitors to the destination in 2023. Xiaoxin Shen, Unsplash / Photo by Xiaoxin Shen on Unsplash

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How Singapore Tourism board is wooing younger Indian travellers

The partnership with Little Black Book aims to raise brand recall for young travellers thinking of their next holiday.

As part of the initiative, Chumbak, RSVP by Nykaa, and The Souled Store worked with STB and LBB to curate a line of accessories and clothing that showcases Singapore in a different light to potential Indian tourists. 

This is the STB's second association with LBB. The duo joined hands for the Singapore Edit Festival in 2022. 

Campaign India caught up with GB Srithar, regional director, India, Middle East and South Asia, Singapore Tourism Board and Juliana Kua, assistant CEO, international group, Singapore Tourism Board, to discuss marketing plans, objectives behind its second partnership with LBB, and their measures to promote Singapore as a tourist destination.

Below are edited excerpts: 

What is the marketing plan for Singapore Tourism Board's latest collaboration with Little Black Book and what can consumers expect from the launch of #SingaporeInspired?

Srithar: Under the crust of connecting with the early career audience in India, this business synergy with LBB was potent. This is the second time we are partnering with LBB and we are very excited to see the outcome of this association. We aim to capture new audiences with this marketing initiative.

Our goal was to give the target audience a push to visit the country. Through the collections, we want to entice brand recall for young consumers looking for their next holiday destination. Retail is such a huge market in the online space and we wanted to launch a #SingaporeInspired collection to establish our presence in the markets we wanted to target. 

How did the Singapore Tourism Board partner with The Souled Store, Chumbak and RSVP by Nykaa to create this collection?

Srithar: LBB was a key player in selecting and recommending these brands to us for the #SingaporeInspired collection. The brands have a new-age approach regarding the designs that they have curated for this partnership. Working with these brands aligned with our approach and create a perfect synergy. 

Kua: One of the factors that the Singapore Tourism Board is trying to push is not just traditional shopping experiences in Singapore but spreading awareness about new brands in the country as well. With LBB too we wanted to inculcate this idea of taking homegrown designs globally. The #SingaporeInspired is an amalgamation of not just Singapore's traditional culture but also features a new interpretation of the country's local culture. 

How will this collaboration help promote tourism?

Kua: If tourists are looking for clothes and accessories that they won’t get anywhere else globally, this collection will strike brand recall. As these pieces will only be found in Singapore. Our collaboration aims to remind customers visiting Singapore that this collection is something that they will only be able to buy in this country and will be able to associate with their travel memories. 

What are the key factors that determine a push to partner with brands?

Srithar: When partnering with a brand we are looking for strategic alignment in the form of creative, out there and distinctive products that the brands can curate. We are also vetting brands that connect with the key target audiences we want to reach out to in a way that is in sync with how we are promoting tourism. Lastly, they must have the right reach across the Indian market. The brands that we have partnered with for #SingaporeTourism have their presence in the right markets we want to establish our presence in. 

One perception is that Singapore is far more expensive than the other holiday destinations in the region. Would that be correct and is that a disadvantage?

Kua: We recognise that we are not the cheapest destination globally when it comes to tourism. But with that being said, we still have unique offerings for tourists and provide great value for them. There are still a lot of alternatives that tourists can choose from that are free of charge. Hawker food is also famous in the country and is affordable for tourists. 

Srithar: There is an array of options which are both expensive and some that won’t burn a hole in the pockets of tourists. Mainly Singapore’s USP is its holistic experiential activities. 

After the pandemic, how did Singapore recover as a tourist market? What are the kind of numbers in terms of travellers from India? Which country is the biggest market for tourists to Singapore? 

Kua: Last year we set a target of about 6 million tourists and are happy that we were able to exceed our anticipated reach. This year, we are ambitious with our targets and hoping to reach 12-14 million tourists. We aim to at least meet if not exceed the targets. When it comes to the Indian market we have seen positive growth when it comes to recovery rates after the pandemic. 

Srithar: From India, we recorded 6.86 lakh (686,000) tourists which made the country the second-largest source market after Indonesia. Thus concerning India, in the coming months we hope to see an upwards trajectory. 

What are some of the challenges that the Singapore Tourism Board faces in marketing Singapore as a tourist destination, and how do you address them?

Kua: Tourism is a competitive business. The challenge in this industry is to stand out from the clutter. To break this clutter, we want to bring our messaging across to our target audience through innovative marketing campaigns. Hence, through our partnership with LBB, we aim to give potential tourists a sneak peek of the country and stand out from the rest. 

Srithar: For India, there are still undiscovered factors that potential tourists aren’t aware of when it comes to Singapore. Hence to communicate these undiscovered facts our goal is to reach out to audiences on platforms that will provide us with high engagement value. We want to create refreshed properties for the Indian audience to market Singapore tourism. 

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As Indian visitors surge, Singapore tourist arrivals now at two-thirds pre-Covid levels

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New plans from Singapore Tourism Board to boost travel from India

Thursday, February 16, 2023 Favorite

The Singapore Tourism Board (STB) rolled out ambitious plans to make the city-state an even more desirable destination for Indian visitors in 2023 at South Asia’s leading travel trade event, SATTE, in Noida, as it aims to build on last year’s post-pandemic travel rebound.

This comes in along with announcement by the Indian government of removing all RTPCR requirements, in addition to all covid restrictions being lifted, for Indian travelers returning from Singapore with effect from 13th February 2023, 11 am. This shall further facilitate fuss free travel for Indian visitors to Singapore.

Travel from India to Singapore has picked up pace since April 2022 with the  greater easing of travel restrictions. India accounted for 686,000 of the overall 6.3 million global visitor arrivals in 2022,emerging as Singapore’s second largest source market after Indonesia (1.1 million visitors).With direct flight connectivity between Singapore and 17 Indian cities , Singapore is poised to tap into the burgeoning travel demand from across the country.

Built around the theme ‘Ramping up Pathways to Recovery, Together!’, the STB’s vision for 2023 and the coming years includes a focus on positioning Singapore as a destination that offers rewarding travel experience to Indian travellersby broadeningits appeal, both to a wider Indian demographic which includes young Indian travellers, and as an aspirational destination to celebrate life milestones such as weddings and anniversaries. STB will also sharpen its offerings in its family segment, Meetings and Incentive travel,and cruise tourism strongholds. 

GB Srithar, Regional Director, India, Middle East, South Asia and Africa, said, “A total of 48 Singapore travel industry partners are exhibiting at the Singapore Pavilion at SATTE 2023, making this Singapore’s biggest ever presence at SATTE. India has long been one of Singapore’s largest tourism source markets,and is only set to become even more important in 2023, bolstered by a strong recovery in 2022 of close to 50% of the visitor arrivals achieved in 2019. The year ahead in Singapore is exciting, with hotly-anticipated tourism developments and we invite many more Indians with different passion points, travel desires, and aspirations to enjoy our diverse, vibrant, and reimagined offerings.”

The Singapore Pavilion showcases new attractions, initiatives and focus areas STB is working on.Upcoming tourism developments that will be launched in 2023 includeSentosa’s multi-concept family development and Sensoryscape experiential park, as well as Mandai Wildlife Reserve’s Bird Paradise. These developments are expected to further anchor Singapore’s destination attractiveness to travellers from all across India.

Alongside SATTE 2023, STB has lined up a series of trade outreach activities across India, which includes a B2B networking platform in Chennai on 13 February, and two weddingnetworking engagements with 35 top wedding planners in partnership with WeddingSutra on 7 and 8 February in Mumbai and Delhi respectively.

Singapore, over the last few decades, has established itself as a global business and leisure hub. It offers visitors a mix of eclectic experiences. Visitors can take in live sports, arts, entertainment, or a wildlife safari, indulge themselves in delectable cuisines that are reflective of Singapore’s cultural diversity, or engage in thrill-seeking adventure exploits. Singapore is increasingly also emerging as a wellness destination, with a whole host of emotional and physical well-being experiences on offer. At the same time, it takes the lead in pioneering sustainable tourism, with its ‘City in Nature’ vision a key pillar of the Singapore Green Plan 2030.

Tags: India , Singapore , Travel

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• Leaders Speak
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• Over 6 lakh Indian visitors till July 2023; Singapore to woo young travellers

• Gagneet Kaur ,
• ETTravelWorld
• Updated On Sep 28, 2023 at 10:15 AM IST

Qatar Tourism holds a two-city roadshow in India with focus on hospitality

The two city roadshow aimed to present Qatar’s tourism offerings and to position the Middle Eastern country as a leading tourism destination. India is one of Qatar Tourism’s 15 priority markets identified in its long-term strategy to make Qatar the fastest growing tourism destination in the Middle East by 2030.

• By Gagneet Kaur ,
• Published On Sep 28, 2023 at 10:15 AM IST

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Singapore Tourism Board launches new campaign for India

India’s outbound tourism market is expected to hit $9 billion by 2025. an estimated 25 million indians traveled overseas in 2017. india has 28 million passport holders who are potential travelers.

NEW DELHI: It is nearly time for Indian families to embark on summer holiday travels, and the Singapore Tourism Board (STB) and Singapore Airlines along with their destination partners, have announced a campaign to welcome back Indian families to the popular island destination.

The campaign, “Enjoy Your Family Times Now in Singapore" presents a host of reimagined family experiences for the school holiday season.

India has been one of the top source markets for visitor arrivals into Singapore and family travel has featured highly as an audience segment.

With the easing of covid-induced travel curbs, fully vaccinated travellers will not have to quarantine when they arrive in Singapore and will only need to present a negative pre-departure covid test upon arrival. The covid safety protocols have also been relaxed significantly in the city, it said in a statement.

The campaign has been curated keeping in mind the traditional travel peak during school holidays and will run from mid-April to 30 June 2022. Indian family travellers will also get deals on airfares on Singapore Airlines, for children below 12 years of age.

The promotion includes offers from Sentosa Development Corporation, Resorts World Sentosa, Gardens by the Bay, Mandai Wildlife Group, Marina Bay Sands, Jewel Changi Airport and travel experiences platform Pelago, etc.

GB Srithar, regional director, India, Middle East & South Asia, said, “Singapore is a top-of-mind family destination among Indian travellers…After a hiatus of two years, we are excited to invite Indian travellers to a reimagined Singapore with new and familiar favourite experiences with top notch hygiene and safety standards."

This is STB India’s first major campaign post-pandemic involving several fulfillment partners like Pelago, MakeMyTrip, EaseMyTrip, Thomas Cook, SOTC and FCM to promote the campaign here.

Sy Yen Chen, General Manager India for Singapore Airlines, added, “With international travel having resumed from India, it is once again possible for families to plan a summer vacation together, and what better destination than Singapore?…We are seeing strong demand for travel to Singapore, and our special 50% discount on airfares for children."

Chew Tiong Heng, Divisional Director, Business and Experience Development, Sentosa Development Corp., said, “…With new attractions that were only recently unveiled and our year-long celebration of Sentosa’s 50th anniversary, visitors can look forward to a refreshed Sentosa, with even more diverse offerings to delight all age groups."

Jean Choi, Chief Sales and Marketing Officer, Mandai Wildlife Group, said, “While international borders were closed, we took the opportunity to innovate and refresh the offerings at our parks. We are excited to welcome travellers from India again and for them to experience meaningful encounters with our animal family after a gap of two years."

Some attractions are offering 50% discount on admission fees for children under 12 years including Singapore Zoo, River Wonders, Night Safari, Jurong Bird Park, Gardens by the Bay (Flower Dome, Cloud Forest and Floral Fantasy), SkyPark at Marina Bay Sands, Changi Experience Studio and various attractions on Sentosa island including iFly, Madame Tussauds, Luge and Adventure Cove Waterpark at Resorts World Sentosa etc.

According to a report published by the government titled ‘Outbound Travel & Tourism International’, India’s outbound tourism market is expected to hit $9 billion by 2025. An estimated 25 million Indians traveled overseas in 2017. India has 28 million passport holders who are potential travelers. Europe commands about 20% of all Indian outbound departures.

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Singapore Tourism Board encourages family summer travel from India

In 2022, India accounted for 686,000 of the overall 6.3 million global visitor arrivals, emerging as Singapore’s second-largest source market after Indonesia.

MUMBAI – With its ease of travel, multicultural offerings, and constantly-evolving attractions and experiences, Singapore is a top holiday destination for outbound travellers from India. In a move to encourage even more Indian travellers to choose Singapore as their destination of choice for their upcoming summer vacations, the Singapore Tourism Board (STB) and its industry partners have launched a series of exciting offers under the ‘Family Times’ banner. Under “ Enjoy Your Picture-perfect Family Holiday in Singapore” , audiences are invited to the city through limited-time promotions. These include airfares starting from as low as INR 6,000, 50% off airfares for children, and other exclusive discounts1 on various experiences. The STB has joined forces with Singapore Airlines, Scoot, Sentosa Development Corporation, Mandai Wildlife Group (MWG) and travel experiences platform Pelago , to urge travellers to explore unique activities and experiences.

With direct flight connections from 16* Indian cities within a 3.5 to 5.5 hours flight duration, it is convenient for the burgeoning number of outbound travellers to enjoy Singapore’s breadth of offerings. Singapore is known for its world-class attractions, excellent infrastructure, and family-friendly activities. The country has something for everyone, from iconic theme parks and museums to award-winning green spaces and cultural experiences. Visitors can choose from a wide array of options – via platforms like Pelago – during their holiday in Singapore. From the many fun-filled discoveries awaiting in the Sentosa island, to the wild adventures in the Night Safari or Singapore Zoo (under the MWG), awe-inspiring Avatar Experience at Gardens by the Bay, the Asia debut of whimsical and Instagrammable 29Rooms playground, or walking tours of precincts such as Chinatown and Jalan Besar that offer refreshingly new perspectives, families will be hard-pressed to choose how best to spend their holidays in Singapore.

Speaking about the upcoming travel season, Mr. GB Srithar , Regional Director, India, Middle East, South Asia and Africa said, “Summer vacations are a treasured time for families across India to spend quality time with their loved ones, and we are glad that Singapore continues to be a favourite destination. In the run-up to the summer travel season, we wanted to celebrate the joy of family travel – experiencing and doing things together and creating memories of a picture-perfect holiday in Singapore. Together with Singapore tourism partners, we are encouraging travellers to book their next family vacation to the city. This summer, we look forward to welcoming our Indian friends and fans to experience our new and transformed attractions and experiences, and reimagine what a completely enjoyable family vacation can be.”

Mr. Sy Yen Chen , General Manager India for Singapore Airlines shared, “This summer, to celebrate the joy of family holidays, we are offering this special children’s discount on airfares as it is our way of welcoming our youngest customers back on board for a fun-filled vacation. The Lion City continues to be a popular destination for the India market, and the strong demand we are seeing from across the country is testimony to this fact. Now, with up to 50% off on child fares to Singapore, there’s never been a better time to plan your next family holiday.”

Singapore Airlines currently operates 96 flights a week from 8 cities across India.

Mr Chew Tiong Heng , Divisional Director, Business and Experience Development, Sentosa Development Corporation, said, “A mere 15-minute away from the city centre, Sentosa is an island destination that is highly frequented by Indian travellers, especially families with children. As we emerge from our Golden Jubilee celebrations, we have also refreshed the Sentosa brand to further emphasise the experiential offerings to be discovered. Enjoy family time on one of our heritage- and sustainability-themed guided tours, Sentosights, search for four friendly giants called Explorers of Sentosa, or be mesmerised by the Sentosa Musical Fountain at Central Beach Bazaar.”

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ Bangkok named 'Best City' in DestinAsian Readers’ Choice Awards 2024
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Indian arrivals to Singapore approach pre-pandemic levels

Singapore has witnessed a significant surge in inbound tourist arrivals from India, which is expected to be the city-state’s fourth largest tourism source market for 2023.

Latest statistics, as of November 2023, showed that 977,500 Indian tourists have visited Singapore last year. Numbers are expected to surpass one million at the year’s end, close to pre-pandemic arrivals of 1.41 million.

“We started off with a bit of a challenging time in 2023 when Singapore was among six countries requiring pre-arrival visitor testing. However, after that tourist arrivals from India have been increasing month-on-month,” said GB Srithar, the erstwhile regional director for India, Middle East, South Asia, and Africa (IMESA) at the Singapore Tourism Board (STB), while addressing reporters in New Delhi. Srithar has since passed on the baton to Markus Tan.

As per Srithar, a number of strategic initiatives targeted at the Indian market played a pivotal role in growing interest in Singapore as a preferred destination in 2023. Last year, STB partnered with Indian platform, MX Player, to unveil an interactive film titled,  Lost and Found in Singapore . The initiative is said to be the first-of-its-kind by an NTO in India, and is aimed at capturing elements that define Singapore’s character, creating an immersive exploration.

Moreover, to amplify Singapore’s shopping appeal among Indian tourists, STB partnered with Nykaaland, pegged as India’s first beauty and lifestyle festival, where Singaporean labels like Sage & Ylang and Fawn Labs were prominently featured. Currently, shopping accounts for 26 per cent of the expenditure by Indian tourists in Singapore.

“Our focus segments in the new year in India are going to be families, young travellers under the age of 35, cruise, MICE and weddings. We are trying to work with Indian payment gateways like Unified Payments Interface to make it seamless for Indian travellers to spend in Singapore,” said Srithar.

Tan, the newly appointed official successor to Srithar, expressed plans for long-term engagement with travel trade partners.

“In the past our travel trade promotional campaigns have lasted for durations ranging from three to four months. We will now look at much bigger scale pan-India campaigns. In 2024 we will engage with airline partners to see how we can improve connectivity and provide better fares to Indian travellers,” he added.

Singapore welcomed 686,400 visitors from India in 2022.

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Singapore Tourism Board partners with MakeMyTrip

Singapore Tourism Board (STB) and MakeMyTrip, India’s leading online travel company, have signed a Memorandum of Understanding (MOU) to promote Singapore as a key destination to Indian travellers. This is the first MOU between the two organisations.

Under the MOU, STB and MakeMyTrip will embark on joint activations and campaigns to boost inbound travel to Singapore in 2024. STB will also tap into MakeMyTrip’s market understanding and insights to curate unique travel holiday packages targeting consumers in India.

India is one of the top five markets for Singapore tourism, with the city-state welcoming over 1 million Indian visitors in 2023. Indian travellers enjoy good connectivity to Singapore, with 17 cities in India having direct flight connections. Furthermore, Singapore’s vibrant mix of attractions and experiences appeal to a wide range of Indian travellers.

Melissa Ow, Chief Executive, Singapore Tourism Board said: “We are delighted to commence this journey with MakeMyTrip under our first-ever MOU with an online travel platform in India. Through this partnership, we want to deepen Indian consumers’ brand affinity for Singapore and reinforce the city’s appeal and enhanced offerings for various segments of Indian visitors.”

Rajesh Magow, Co-Founder and Group CEO, MakeMyTrip added: “Singapore was one of the top three searched international destinations on our platform last year, advancing from fifth place in 2022. The widespread interest for this destination from across India underscores its appeal. With ongoing initiatives that refresh its offerings, seamless travel access, and amenities tailored to Indian preferences, Singapore holds significant potential to capture continued interest of more Indian travellers. We are excited to team up with STB and bridge the Indian travellers’ preferences with an impactful showcase of Singapore’s allure.”

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Tag: Singapore Tourism Board

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Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals and a Lunar New Year drone show. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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