By Neha Mehrotra
In recent years, there has been a significant increase in the influx of Indian travellers to the dynamic city-state of Singapore. From leisure seekers eager to discover its iconic landmarks to business executives scouting for prospects, Singapore’s charm has resonated with numerous travellers. The destination continually evolves, offering refreshed and revitalised experiences with each visit, thus solidifying its status as a top choice for Indian tourists in search of exceptional holidays.
During an exclusive interview with PEAKLIFE Markus Tan, Regional Director, India, Middle East, South Asia & Africa, shares the initiatives undertaken to grow tourism arrivals, the tailored initiatives for Indian tourists, and the breathtaking wonders awaiting exploration in the country.
1. How important is the Indian market for Singapore?
Markus Tan: Singapore welcomed 1.07 million visitor arrivals from India in 2023, representing an impressive 76% recovery against 2019 pre-COVID traffic and outpacing our global recovery rate of 71%. This makes India the 5th largest source market for Singapore in 2023. Tourism flows from India to Singapore have remained very strong through 2024 as well. In the first quarter of 2024, we welcomed more than 148k visitor arrivals from India. India is also our second-largest cruise source market and more than 101k visitors travelled to Singapore to cruise in 2023, accounting for 24% of our global cruise IVA.
2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?
Markus Tan: Singapore’s wide-ranging attractions and robust leisure events calendar help to reinforce Singapore’s position as an attractive leisure destination. Some attractions in Singapore particularly appealing to Indian tourists include the newly-opened Sensoryscape, a 30,000-square-metre attraction in the heart of Sentosa Island, featuring picture-worthy architectural features, polyphonic water features, and AR-enhanced interactive installations. Visitors can also immerse themselves in nature amidst lush greenery and a stunning waterfall at the Jewel Changi Airport’s Rain Vortex. Another draw is the first and only Southeast Asian edition of the Harry Potter experience, featuring a visit to the dark forest and encountering the fantastic beasts of the wizarding world.
Marina Bay boasts unique retail attractions, including the world’s only floating Louis Vuitton Island Maison, a one-of-a-kind concept that connects to The Shoppes through an underwater tunnel and the first-of-its-kind Apple Store with a glass dome directly on the water. Singapore is also known worldwide for its vibrant and diverse dining and nightlife experiences. From award-winning street food at hawker centres to distinguished fine dining experiences at Michelin-starred restaurants, along with lively bars serving unique cocktails and great vibes, the island city is one of the most sought-after destinations for Indian foodies and cocktail enthusiasts.
3. Could you share some initiatives to enhance the overall experience for Indian travellers?
Markus Tan: Singapore is committed to enhancing its appeal to discerning Indian travellers by curating exciting adventures targeting the next generation of travellers through its diverse and multifaceted initiatives. STB has been leveraging our understanding of audiences in India and beyond, partnering with strategic in-market brands and channels to engage our target audiences through bold, agile and innovative initiatives.
The Made In Singapore (MIS) campaign recently launched a global takeover with an immersive and interactive OOH installation, aiming to connect with travellers worldwide and showcase Singapore’s distinct and grand allure. As part of the effort to extend the campaign to audiences in India, a suite of digital and on-ground activations was introduced across India to further engage the audience. This included an augmented reality (AR) filter that offered users a fresh look at what makes the destination popular, extending the 3D billboard in Mumbai. The campaign also featured collaborations with homegrown Indian brands and industry partnerships to create an immersive and memorable experience to drive travel considerations and encourage visits to experience Singapore firsthand.
For a more wholesome and well-rounded experience for Indian travellers, the STB and PhonePe have entered into a two-year Memorandum of Understanding (MoU). This collaboration builds upon the existing Unified Payments Interface (UPI) linkage between India and Singapore, enabling customers to instantly make cross-border transactions directly from their existing Indian bank accounts. Additionally, STB signed an MoU with MakeMyTrip, undertaking joint activations and campaigns to boost inbound travel to Singapore in 2024.
4. What steps are you taking to make Singapore a sustainable destination?
Markus Tan: Driven by the ‘City in Nature’ ethos and the Singapore Green Plan 2030, Singapore has become a leader in sustainable tourism. The STB has forged partnerships with local industry associations to develop clear roadmaps and commitments towards sustainability. These initiatives encompass diverse strategies, from achieving sustainability certification to tracking emissions, with the aim of achieving net-zero emissions by 2050. Key industry players in Singapore have made significant strides towards sustainability, like Sentosa, a beloved island destination, which has pledged to achieve carbon neutrality by 2030 and has already implemented solar panels across its premises, significantly reducing greenhouse gas emissions. Gardens by the Bay, one of the top favourite attractions for Indian visitors, utilises advanced technologies to reduce energy consumption by approximately 30%.
Singapore Airlines and Scoot, major carriers connecting India to Singapore, have committed to replacing a portion of their fuel with sustainable aviation fuel (SAF) by 2030, contributing to long-term carbon reduction goals. In terms of itineraries specific to the Indian market, STIC Travel Group and Singapore’s Mastereign Group have collaborated to launch the Red Dot Green City tours, showcasing how Singapore is a ‘living’ laboratory of sustainability and conservation. Singapore’s sustainability efforts have earned it international recognition, ranking second in Asia Pacific and 17th globally in the Global Destination Sustainability Index. This reflects its certification as a sustainable destination by the Global Sustainable Tourism Council.
5. Lastly, what’s next?
Markus Tan: As a constantly evolving destination, we continually partner with our industry stakeholders to ensure that Singapore has a refreshing and compelling line-up of leisure offerings, from festivals to sporting events, as well as new and enhanced attractions. In early 2025, visitors will be able to enjoy the new Singapore Oceanarium, an enhanced attraction 3x the size of the current S.E.A. Aquarium, showcasing marine life through showstopping digital innovations and interactive technology. The iconic Universal Studios will also see a brand-new Minion Land zone in early 2025, with the original world’s first rides and iconic themed restaurants and shops. We also have an exciting pipeline of major infrastructural projects, such as the Mandai Rejuvenation Project and the rejuvenation of Orchard Road. Next year, Disney Cruise Line will launch its brand-new cruise ship, Disney Adventure, to be homeported in Singapore exclusively for five years. This ship marks Disney Cruise Line’s Southeast Asia debut and will present a brand-new highlight for leisure and MICE travellers alike.
