Singapore Tourism Board launches gamified TikTok travel series to captivate global audiences.
Singapore Tourism Board (STB) Oceania has partnered with influencer marketing agency Komodo to launch The Journey: Singapore, the world’s first gamified TikTok travel mini-series. This initiative is designed to engage digital audiences by leveraging influencer-driven content, transforming the way travel destinations are marketed online.
The series, premiering on February 3, 2025, features six Australian content creators competing for the title of ‘The Destination’s Most Viral Creator.’ Hosted by TV personality Josh Moss, the competition includes four interactive challenges that will test creativity, adventure, and audience engagement. The winning creator will also grant one of their followers an all-expenses-paid trip to Singapore.
TikTok is an official partner in this campaign, allowing STB and Komodo to tap into the platform’s extensive audience reach and beta features. The series is a part of STB’s broader ‘Made in Singapore’ campaign, designed to showcase the country’s diverse attractions through social media storytelling.
The participating influencers include Olympic diver Sam Fricker, adventure expert Aaron Casa, real estate nomad Sofia Ligeros, foodie content creator Jiny Maeng, dynamic travel duo Rosie and Harry, and viral dance sensation Nathan Lust. Throughout the competition, these creators will explore Singapore and engage with their audiences through live updates, interactive voting, and behind-the-scenes content in the TikTok LIVE Diary Room.
Singapore’s role as a digital tourism hub is being reinforced through this innovative approach. The campaign aims to highlight Singapore’s seamless blend of culture, nature, and adventure while utilizing influencer-led marketing to appeal to a new generation of travelers. This strategy aligns with the growing trend of social media shaping travel decisions rather than traditional advertising.
In addition to STB and Komodo, global brands Revolut and Samsonite have joined as official partners, enhancing the series’ credibility and engagement reach. The collaboration with TikTok ensures that millions of followers can actively participate and influence the outcome of the challenges.
Read More: The Merlion’s Tale: How a Mythical Creature Became Singapore’s Global Icon
Oliver Chong, Executive Director of STB International Group & Oceania, stated that Singapore offers unexpected and delightful experiences for both new and returning visitors. He emphasized that The Journey: Singapore is an opportunity to showcase the city through the lens of digital creators, ultimately inspiring more people to visit. Nick Seymour, Co-Founder & Director of Komodo, added that travel marketing has evolved significantly, and influencer-driven gamified content represents the future of destination branding.
Singapore’s collaboration with Komodo and TikTok signals a shift toward interactive digital storytelling in tourism promotion. The initiative not only highlights Singapore’s vibrant attractions but also sets a new standard for how destinations can engage with global audiences in the digital age.
Sources: Travel Weekly, B&T (2025)
Keywords: Singapore Tourism Board, Komodo TikTok Series, Travel Mini-Series Collaboration
