Singapore Tourism Board launched 'Made in Singapore'

Singapore Tourism Board  launched 'Made in Singapore'

The Singapore Tourism Board (STB) has 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.

Speaking on the latest campaign, GB Srithar, Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. 'Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”

Mr Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board, said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.” 

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth . However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in Nov 2021 with over 3,000 respondents across 10 overseas markets found that over 60% of people are looking for more purposeful travel, and close to 80% of those planning for purposeful travel are looking for destinations that inspire them .  The MIS campaign therefore 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. 

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 latest additions to Singapore’s destination offerings also reflect this quirky spirit. Imagine this: at Sentosa's The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes a thrilling turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the newly minted cocktail bar at Pan Pacific Singapore, guests can savour fresh flavours inspired by local birds, offering a unique twist to the traditional cocktail experience. And for those seeking a one-of-a-kind culinary journey, Lou Shang, a hidden gem of a café, serves fusion dishes inspired by beloved local favourites, adding an exciting twist to familiar flavours. 

MIS replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

New and / or innovative experiences

Bird Paradise at Mandai Wildlife Reserve

The newly opened Bird Paradise, one of Asia’s largest bird parks, is home to 3,500 birds from 400 species. The park in Mandai Wildlife Reserve welcomes visitors into immersive and naturalistic mixed-species habitats where they can explore eight large walk-through aviaries that reflect different biomes of the world.


Visitors can also pop by local gelato boutique Birds of Paradise located just outside the park to enjoy botanical-inspired desserts and bites.




Over in Sentosa, The Palawan @ Sentosa by Shangri-La Group is redefining beach-side lifestyle and entertainment offerings with the region’s first indoor gamified electric go-karts, Singapore’s first floating aqua park, an 18-hole mini-golf course, two unique beach clubs and 10 iconic food trucks.


Aside from The Palawan, visitors will also soon be able to enjoy a unique island walk through Sentosa Sensoryscape, a day-to-night multi-sensorial experience featuring biophilic gardens that awaken one’s senses; and indulge in a wellness retreat at Singapore’s first villa-only hotel, Raffles Sentosa Resort & Spa.


Orchard Road

Orchard Road’s evolution from a shopping street into a must-visit lifestyle destination is well underway. The new Pan Pacific Orchard, a landmark hotel that celebrates nature with four distinctive open-air terraces, recently welcomed guests in June this year, alongside other hotel openings such as Singapore’s first Pullman hotel, Hilton’s largest hotel in the Asia-Pacific region, and the upcoming COMO Metropolitan Singapore at COMO Orchard – the first hotel venture by homegrown lifestyle group COMO (opening late 2023). Apart from its boutique hotel, COMO Orchard will also house Asia’s first patisserie by world renowned pastry chef, Cédric Grolet. Known for his exquisitely modern creations inspired by fruits and flowers, the Singapore outlet will feature Singapore exclusives such as a dessert shaped like a dragon fruit and a special tea menu.


Other exciting offerings include Asia’s first surf-snow-skate attraction ‘Trifecta’ by The Ride Side, which will open on 28 October 2023 in Somerset.


Wellness experiences

Travellers looking for wellness experiences with a Singapore twist can immerse in forest bathing and nature therapy by XIU Nature Connections, which offers guided forest bathing experiences such as ecotours and  sleep-based meditation classes in the heart of the city; as well as Marina Bay Sand’s SkyPark yoga sessions, in collaboration with Virgin Active, presenting visitors with a unique opportunity to sweat it out 56 stories up in the air.


Dining experiences

Travellers who wish to savour fresh flavours or dine in unique settings can head to PLUME, a new cocktail bar at Pan Pacific Singapore inspired by local birds; or visit Lou Shang, a hidden café serving fusion dishes inspired by local favourites, and themed after Singapore’s HDB flats.


Foodies familiar with the Frantzen Group behind 3 Michelin-starred Restaurant Zen will be delighted by the newly opened and first overseas outlet of Brasserie Astoria. Housed in Victoria Concert Hall, the restaurant brings back the spirit of grand dining halls to Singapore with flambe trolleys and tableside service, set against the sound of a soulful playlist.


Heartland tours

Travellers can join the Zero to Hero Food Sustainability Tour (Tribe Tours) where they will explore wet markets in the heartlands and hunt for green ‘waste’ and transform them into useful compost.


Those looking to explore hidden gems can embark on Hush: Night Food Tour through Geylang (Indie Singapore Tours) where they can enjoy mouthwatering delights at the tastiest supper places, and uncover the secrets and stories behind the district’s intriguing history and culture.




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