Marketing Singapore

Marketing Singapore as a Destination

Singapore Tourism Board (STB)'s vision for Destination Singapore is to build on its foundational strengths to achieve agile, bold, and creative destination marketing that delivers results. Leveraging a strong foundation of increased global brand recognition, digital capabilities, and strategic partnerships, STB continues to future-proof Singapore’s desirability as a destination.

Our Marketing Strategy focuses on revitalising the three strategic thrusts – Fans, Delivery and Story – to ensure our data-informed marketing efforts support our longer-term tourism strategy while remaining well-positioned to cater to the future needs of travellers.

Targeting the Right Fans

​​To achieve quality tourism, we pursue a yield-driven marketing approach, focusing on five high-yield target segments: Active Silvers, Early Careers, Established Careers, Families with Young Kids, and Business Travellers.

To deepen our understanding of our target segments, we adopt a data-driven approach to audience segmentation, delving deep into audience insights to unveil 10 distinct traveller portraits that represent the prevalent travel types globally, based on their unique interests, motivations and behaviours.  With a better understanding of these travellers, we continually refine our targeting approach by tailoring content delivery across various platforms to optimise campaign effectiveness.

Enhancing our Delivery

To keep pace with evolving consumption habits, we continuously optimise our existing channels and invest in innovative approaches to showcase Singapore in creative ways, reaching a wider audience and inspiring travel to Singapore. This includes collaborating with media companies, celebrities and influencers to create compelling content and immersive experiences.

We utilise branded entertainment partnerships across film, television, music, and gaming. We have also ventured into emerging platforms such as Roblox, the world's largest Metaverse gaming platform, to reimagine Singapore's attractions.

Singapore Wanderland

To maximise marketing impact, build destination awareness, drive visitor arrivals to Singapore and facilitate the discovery of experiences that Singapore offers, STB has and will continue to explore strategic co-investment marketing partnerships with stakeholders in the tourism and related industries.

Telling a Great Singapore Story

Our Brand – Passion Made Possible

Singapore’s destination brand, Passion Made Possible (PMP), reflects how Singapore’s authentic identity can inspire  travel. It embodies Singapore's distinctive ethos and mindset: a passion-driven, resolute spirit of enterprise and determination that tirelessly pursues possibilities and reinvention.

Our Brand Campaign – Made in Singapore

Anchored on Passion Made Possible, the latest Made in Singapore (MIS) master brand campaign spotlights Singapore as a destination where ordinary moments are made extraordinary. Underscoring Singapore’s key attributes – an inspiring city in nature that is vibrant and cosmopolitan while rooted in a rich multicultural heritage – the campaign offers a twist on familiar and everyday moments made extraordinary in Singapore, promising travellers a holiday filled with wonder.

Building upon the MIS master brand campaign, STB will develop a series of MIS global positioning campaigns focusing on various themes to support a mix of products and experiences tailored to different travellers.