This year is shaping up to be a big one for Singapore. On the heels of a successful 2023, when American visitor arrivals totaled 642,000 (out of 13.6 million total) and United States traveler spending reached a record high, the country is anticipating even more growth to come. Spending forecasts for the year are already expected to exceed predicted levels, according to the Singapore Tourism Board, which is aiming to attract 15-16 million international visitors this year.
Following the recent launch of the new “Made in Singapore” campaign in the U.S., we sat down with Rachel Loh, senior vice president of the Singapore Tourism Board for the Americas, to find out what else is new in the destination.
What is the inspiration behind the board’s new marketing campaign?
“Made in Singapore” puts a fresh spin on our “Passion Made Possible” brand positioning, and was inspired by the one-of-a-kind, authentic Singaporean experiences travelers can only encounter here. The campaign aims to promote everything from iconic attractions to hidden gems, and how ordinary moments are transformed into extraordinary experiences in Singapore.
Credit: 2024 Singapore Tourism Board
What message does Singapore want to share with American travelers right now?
Singapore is more exciting than ever, with vibrant new attractions and exclusive destination experiences. As Singapore continues to embrace its identity as a “City in Nature,” it offers a plethora of sustainable and wellness-focused options, reflecting the ethos of our country. Our multicultural tapestry makes Singapore a unique destination that shines through world-class cuisine, architecture and entertainment. There’s more to Singapore than meets the eye, and it’s a destination that merits thorough exploration, not just a quick stopover.
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What are some of the latest tourism developments?
In late 2023 and early 2024, there has been a hotel boom that featured the introduction of several notable properties, including Pan Pacific Orchard (Singapore’s first zero-waste hotel), Artyzen Singapore and The Singapore Edition. Several landmark hotels have also undergone major renovations, such as Mandarin Oriental Singapore and Conrad Singapore Orchard.
Credit: 2024 Singapore Tourism Board
Other additions include the newly opened Bird Paradise at Mandai Wildlife Reserve — home to 3,500 birds from 400 species — as well as Sensoryscape on Sentosa island, a day-to-night multi-sensory experience featuring biophilic gardens that awaken one’s senses. Xiu Nature Connections offers guided forest bathing experiences and sleep-based meditation classes in the city. Visitors can also indulge in luxury spa experiences at Como Shambhala, the new Como Orchard destination for wellness and fitness [at Como Metropolitan Singapore]. And travelers can join the Zero-to-Hero Food Sustainability Tour by Tribe Tours, where they will explore markets and hunt for green “waste” that can become useful compost.
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How about upcoming news?
The Standard Hotels brand will debut in Singapore in late 2024 with a prime location on Orange Grove Road as a 143-room concept with exciting restaurant and nightlife options. Raffles Hotels is also set to open Singapore’s first villa-only hotel, Raffles Sentosa Resort & Spa, late this year. And in September, Singapore looks forward to welcoming back the Singapore Grand Prix to Marina Bay Sands for the annual Formula 1 night race.
What excites you most about Singapore right now?
First and foremost, it’s exciting to see travelers back to enjoying our vibrant destination. On top of all the expansions, openings and events, Singapore is making major strides not only as an innovative and tech-driven destination, but as a sustainable one. Last year, Singapore was certified as a sustainable destination based on the Global Sustainable Tourism Council’s Destination Criteria, after being the first to apply the certification process on a country level. We were also recently named one of the world’s newest Blue Zones, a testament to its commitment to fostering healthy, sustainable lifestyles.
