Photo Caption (L-R): Markus Tan & GB Srithar
Singapore is experiencing a remarkable surge in inbound tourist arrivals from India, signaling a robust resurgence in the market post-pandemic.
Recent statistics as of November 2023 reveal that 9,77,500 Indian tourists have visited Singapore, with expectations of exceeding 1 million arrivals by year-end, approaching the pre-pandemic visitor numbers of 1.41 million.
“We anticipate concluding 2023 with over 1 million Indian visitors, positioning the country as our fourth-largest inbound tourism source market. While we faced initial challenges in 2023, including pre-arrival visitor testing requirements, tourist arrivals from India have steadily risen month-on-month,” shared GB Srithar, the former Regional Director for India, Middle East, South Asia, and Africa (IMESA) at STB, during a press briefing in New Delhi last month. Srithar has now handed over the reins to Markus Tan.
Srithar highlighted a few strategic initiatives aimed at the Indian market that significantly boosted interest in Singapore as a preferred destination in 2023. STB partnered with the Indian OTT platform, MX Player, to unveil an interactive film titled ‘Lost and Found in Singapore.’ This groundbreaking tie-up aimed to capture Singapore’s defining elements, offering an immersive exploration for viewers. Additionally, to enhance Singapore’s allure for Indian visitors, STB collaborated with Nykaaland, a premier beauty and lifestyle festival, showcasing Singaporean labels like Sage & Ylang and Fawn Labs. Presently, shopping constitutes 26 percent of Indian tourists’ expenditure in Singapore.
“In the upcoming year, our primary focus segments in India will be families, young travellers under 35, cruise enthusiasts, MICE, and weddings. We are working on streamlining spending for Indian tourists in Singapore, including collaboration with Indian payment gateways like Unified Payments Interface (UPI),” stated Srithar.
Tan, Srithar’s successor, outlined plans for extensive engagement with travel trade partners, aiming for larger-scale pan-India promotional campaigns. “Our past travel trade promotional campaigns have typically lasted for 3 to 4 months. Moving forward, we plan to execute more expansive initiatives. In 2024, our focus will involve collaborating with airline partners to enhance connectivity and provide better fares for Indian travellers,” he added. Singapore welcomed 6,86,400 visitor arrivals from India in 2022.
Simultaneously, STB recently teamed up with Bollywood actress Ananya Panday to showcase exclusive and surprising experiences unique to Singapore. An upcoming 4-episode vlog series featuring the actress will uncover Singapore’s intriguing and entertaining facets, aiming to inspire travel to the city.
Expressing her excitement, Panday shared, “Exploring Singapore was an incredible journey that allowed me to rediscover hidden gems, explore diverse experiences, and indulge my love for food. Each day brought forth a new and exciting side of this versatile destination, creating unforgettable memories. I can’t wait to visit again soon.“
Srithar expressed enthusiasm about the latest collaborating, stating, “Singapore offers a rich tapestry of unique experiences, appealing to diverse travel segments, including millennials. Partnering with Ananya Panday for this engaging travel vlog series showcases Singapore’s renewed experiences and invites travelers to reconnect with themselves. We hope this series inspires travellers to visit us soon and explore the extraordinary offerings that are uniquely ‘Made in Singapore.'”
STB in the fag end of last year unveiled its latest global campaign, “Made in Singapore,” (MIS) aimed at inspiring travellers to choose Singapore as their next travel destination. The campaign puts a fresh spin on the Passion Made Possible destination brand, spotlighting quintessentially Singaporean experiences, from iconic attractions to hidden gems, all of which are deeply rooted in the unique passions that characterize Singapore’s identity.
To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of MIS: where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.
The MIS campaign aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.