New STB campaign aims to convert millennial travelers into long-term loyal visitors
Singapore is sharpening its tourism strategy by focusing on experience-hungry travelers who value spontaneity, culture, and meaningful discovery over traditional sightseeing.
A Campaign Built for Experience-Driven Travelers
The Singapore Tourism Board recently launched its “We don’t wait for fun” campaign, targeting travelers aged 25 to 39 across nine Asian markets. These include China, Indonesia, India, Japan, Malaysia, South Korea, the Philippines, Thailand, and Vietnam. The campaign highlights both iconic attractions and lesser-known neighborhoods such as New Bahru and Joo Chiat, aiming to position Singapore as a city of discovery rather than routine travel.
Why the 25 to 39 Age Group Matters
According to STB chief executive Melissa Ow, this demographic closely mirrors Singapore’s largest visitor segments. Travelers aged 25 to 34 and 35 to 44 made up over 40 percent of international arrivals in 2025, translating to around seven million out of 16.9 million visitors. STB’s strategy is focused on deepening engagement and converting these travelers into repeat visitors who see Singapore as a preferred destination.
Digital Platforms and Celebrity Collaborations
The campaign will be amplified through digital platforms, branded entertainment, and collaborations with key opinion leaders. STB is partnering with platforms such as Skyscanner, Grab, and Spotify to reach early-career travelers where they are most active. Building on past collaborations with global artists like Lady Gaga and Chinese performer Xin Liu, STB continues to leverage pop culture to strengthen emotional connections with younger audiences.
Experts Highlight Long-Term Value
Industry experts see the move as timely and strategic. Benjamin Cassim, senior lecturer at Temasek Polytechnic, noted that this group is likely to retain both financial and physical capacity to travel over the next two to three decades. Associate Professor Lau Kong Cheen from the Singapore University of Social Sciences added that novelty-driven experiences, particularly cultural, gastronomical, and historical offerings, resonate strongly with this segment.
Tourism Growth Supports the Strategy
STB’s campaign comes amid strong tourism performance. Tourism spending reached a record S$23.9 billion in the first three quarters of 2025, and the sector is on track to exceed the full-year forecast of S$29 billion to S$30.5 billion. International arrivals totaled 16.9 million in 2025, with China, Indonesia, Malaysia, Australia, and India as the top source markets.
Looking Ahead to 2026 and Beyond
STB expects visitor arrivals to reach between 17 million and 18 million in 2026, with tourism spending projected at S$31 billion to S$32.5 billion. Major developments supporting this outlook include Disney Cruise Line’s first Asian home port, the expansion of Rainforest Wild at Mandai Wildlife Reserve, and a global world tour by K-pop group BTS. STB is also co-curating immersive experiences with brands and cultural institutions, such as the Asian Civilisations Museum’s collaboration with tea chain Chagee.
Expanding Reach Across Key Markets
For China, Singapore’s top source market, STB is working with partners like Changi Airport, Sentosa Development Corporation, and Mandai Wildlife Reserve to drive bookings through platforms such as Fliggy and Tuniu. New flight connections to tier-two cities including Lhasa, Quanzhou, and Zhangjiajie further support this push. Across other markets, STB continues to position Singapore as a fuss-free global destination enriched by culture and creativity.
By prioritizing experience-led tourism and targeting travelers with long-term travel potential, Singapore is reinforcing its position as a dynamic and future-ready destination. The strategy not only strengthens tourism recovery but also builds sustained appeal across Asia, benefiting economic ties and people-to-people connections between Singapore and neighboring countries, including Indonesia.
Sources: Straits Times (2026 (2026)
Keywords: Singapore Tourism Board, Young Travelers Asia, Singapore Travel Campaign, Experiential Tourism Asia
