The role of themed attractions in the era of authentic travel

Kevin Koh, senior growth manager at MullenLowe Singapore, and Eugene Sun, marketing senior manager at Mandai Wildlife Group, discuss how the evolution of themed attractions are adapting to the growing demand for genuine travel experiences

In a fast-paced, digitally mediated world, people are more eager than ever for deeper connections. Gone are the days of collecting tourist sights like badges, as more travellers seek immersive, meaningful experiences that encourage them to spend more time in one place, connect with local culture, and engage with neighbourhoods.

An idea arguably popularised by the 2010 film Eat Pray Love, the concept of slow and “authentic travel” has surged in the post-pandemic era, with more people travelling to bolster mental wellness and exploration. The rise of companies like Airbnb offers an alternative to the branded, curated hotel experience, while TikTok has made…