SINGAPORE — Three attractions will be launched as part of a new global "Made in Singapore" campaign by the Singapore Tourism Board (STB) to inspire travellers to choose Singapore as their next travel destination.
They include: Sentosa Sensoryscape, a day-to-night island walk through the biophilic gardens of Sentosa; a wellness retreat at Raffles Sentosa Resort & Spa, Singapore’s first villa-only hotel; and Asia’s first surf-snow-skate attraction TRIFECTA, which is slated to open on 28 October.
In a media release on Wednesday (27 September), STB said that the new campaign will cast the spotlight on "quintessentially Singapore experiences and iconic attractions".
"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," said Kenneth Lim, STB's assistant chief executive (marketing group).
Activities highlighted in the new campaign
The campaign will highlight activities such as “forest bathing” at Jewel Changi Airport’s Rain Vortex, dining at Lau Pa Sat hawker centre, and watching a colourful bird show at Bird Paradise.
Other local attractions featured in the campaign include The Palawan@Sentosa which hosts the region’s first indoor gamified electric go-karts, and COMO Orchard, which houses Asia’s first patisserie by world renowned pastry chef Cédric Grolet.
Foodies can also visit the new Pan Pacific Singapore cocktail bar PLUME, fusion cafe Lou Shang which is themed after Singapore’s HDB flats, and the first overseas outlet of Brasserie Astoria from the Frantzen Group, located in Victoria Concert Hall.
Tourists can also embark on two heartland tours: the "Zero to Hero Food Sustainability Tour" which explores wet markets and how green ‘waste’ is transformed into useful compost, and the "Hush: Night Food Tour" through Geylang's rich culture and history.
Other featured experiences include wellness activities like Virgin Active yoga sessions at Marina Bay Sands’ SkyPark, and four new hotels along Orchard Road: Pan Pacific Orchard, Pullman Singapore Orchard, Hilton Singapore Orchard and Como Metropolitan Singapore.
The campaign will be rolled out in China, India, Indonesia, South Korea, Britain and the United States.
How the campaign came about
The STB campaign is in response to a study conducted in November 2021, which aims to keep Singapore "top of mind" as an inspiring, vibrant and cosmopolitan "City in Nature" destination rooted in strong multicultural heritage.
The study, which had over 3,000 respondents across 10 overseas markets, found that over 60 per cent of people are looking for "more purposeful travel", with close to 80 per cent of those planning for purposeful travel looking for destinations that "inspire them".
The new campaign precedes the previous "SingapoReimagine" international recovery campaign launched in November 2020.
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