SingapoRediscovers campaign is part of $45 million effort to spur local consumption of lifestyle and tourism offerings


Singapore, 22 July 2020 Enterprise Singapore (ESG), Sentosa Development Corporation (SDC) and Singapore Tourism Board (STB) announced the launch of SingapoRediscovers, a campaign that supports local lifestyle and tourism business and encourages Singaporeans and residents to explore different sides of Singapore. The agencies have set aside $45 million for the campaign and its supporting marketing initiatives. Through a wide range of partnerships with lifestyle and tourism businesses, business associations, community groups, and e-commerce platforms, the campaign will offer unique and value-for-money experiences, packages and promotions for locals.

This is the largest campaign introduced in Singapore to drive local demand, and the first since Step Out Singapore after SARS in 2003, and BOOST (Building on Opportunities to Strengthen Tourism) in 2009 after the Global Financial Crisis. SingapoRediscovers stems from the work of the Tourism Recovery Action Taskforce[1], which was launched in February 2020 in response to the COVID-19 pandemic.

The campaign focuses on three broad areas:

(I)            Partnering local communities to help locals discover hidden gems;

(II)          Curating precinct itineraries to create authentic experiences for locals; and

(III)         Collaborating with hotels, tour operators, attractions and precincts to develop quality experiences and attractive promotions. Precincts will be packaged as mini-holiday destinations, where locals can embark on a Singapoliday to enjoy the many experiences and promotions within.

The campaign will be supported by other existing initiatives to drive local demand for our businesses, such as the Marketing Partnership Programme[2] and the SG Stories Content Fund[3].

STB Chief Executive Keith Tan said: “COVID-19 has had a severe impact on many sectors of our economy, and it will take time for consumer confidence and international travel to recover. We will need a collective effort by the Government, community and industry stakeholders, and all Singaporeans, to sustain and support great local businesses. With SingapoRediscovers, we have collaborated with various partners to create value for consumers through engaging content, quality experiences and attractive promotions. Through this campaign, we hope that Singaporeans will gain fresh perspectives, and take a short holiday – or a Singapoliday – to rediscover their own country and help support local businesses.”

ESG Deputy Chief Executive Officer Ted Tan said: “We recognise the challenges that many of our local F&B and retail businesses face, even as the economy gradually reopens. Aside from the targeted measures rolled out earlier to help these sectors address immediate needs, we hope that they can create new revenue streams and encourage increased consumer spending through exciting promotional programmes. We will be working closely with industry partners to maximise our efforts and reach. We call for consumers to rediscover what our food and retail outlets are offering, be it in your own neighbourhood or in precincts further away.”

“As one of the key leisure destinations in Singapore, we believe Sentosa is in a good position to stimulate the tourism sector’s recovery. With our diverse array of unique leisure experiences all in one place, Sentosa is the perfect island getaway for locals looking for a holiday,” said SDC Chief Executive Officer Thien Kwee Eng. She added: “We have been heartened by the good base of locals who have been showing their support to businesses in Sentosa. Through SingapoRediscovers, we will build on our island charm and unique value proposition to encourage locals to rediscover Sentosa, while helping businesses rebound from the effects of the pandemic.”


(I) Partnering local communities to help locals discover hidden gems

To inspire locals to rediscover a different side of Singapore through authentic content and insider tips, the campaign will tap on the expertise of community groups and interest groups. They will help develop campaign content around three themes – rediscover local secrets, rediscover family time and rediscover culture. For instance, photographers such as Chia Aik Beng (@aikbengchia) will be the campaign’s lead curator for the photography community, while Mindy Tan (@mindytanphoto) and Yafiq Yusman (@yafiqyusman) will spearhead a ground-up movement to capture the familiar sights of Singapore through a fresh lens, using the hashtag #SingapoRediscovers. Locals are also encouraged to use the same hashtag for their content.


(II) Curating precinct itineraries to create authentic experiences for locals

Locals can also rediscover the heartlands through curated tours conducted by the Federation of Merchants’ Associations, Singapore, Heartland Enterprise Centre Singapore and the Society of Tourist Guides (Singapore), which will offer new experiences through local favourites or new sights through undiscovered trails. This will be complemented by a Jalan Jalan: Your Good Hoods Guide initiative, to promote local neighbourhoods through guidebooks, with curated gastronomic, shopping, entertainment, and arts destinations that allow locals to experience a new side of their familiar neighbourhoods.

SDC has also teamed up with its Island Partners to curate attractively-priced Singapoliday staycation packages featuring itineraries themed around Island Life, Heritage Discovery, Wellness Escape, and Nature Adventure, to be rolled out from the end of this month. Please see Annex A for more information.  Locals will also be able to discover a different side of Sentosa through unique back-of-house tours that showcase Sentosa’s island charm. To be launched in the coming months, these tours will offer guests insights into the workings of Sentosa’s attractions, learn about the stories behind the island’s flora and fauna, or partake in masterclasses, among other experiences. Sentosa’s island admission fees will be waived until 30 September 2020 to encourage locals to enjoy the array of unique leisure experiences on Sentosa.


(III) Developing quality experiences and attractive promotions

Attractive promotions and unique experiences from Retail, F&B, Hotels, Tours, Attractions and Precincts

To encourage more local support, the campaign features value-for-money promotions and quality experiences across various sectors and partners. Businesses and associations such as the Singapore Retailers Association, Singapore Hotel Association, Association of Singapore Attractions and Chinatown Business Association will rally members to collaborate on marketing and promotions. The offers will be housed on the VisitSingapore app and the newly-launched SingapoRediscovers microsite[4]. Please see Annex B for more information.

For a start, around 40 businesses have come on board to offer some 80 promotions, including attractions, tours, and hotel stays. These include cross-sector tie-ups between hotels and tour operators such as lyf Funan Singapore with Tribe Tours and Fullerton Hotel with Singapore Sidecars, as well as attractions and F&B/retail vouchers and products available in the National Day Parade (NDP) Singapore Together Pack. The NDP Singapore Together Pack will also include two years’ Sentosa Islander membership for the price of one, and a Sentosa Fun Pass loaded with 20 free tokens which can be used to redeem various offerings on the island.

Apart from scoring great value through these promotions, consumers can enjoy upcoming virtual events such as the Singapore Food Festival[5] in August, the eGSS: Shop.Win.Experience[6]  in September, and Singapoliday offers from Q4 2020.

Starting from August, various F&B campaigns and promotions will be launched to drive footfall and attract more diners to outlets in different parts of the island. Industry partners, including the Restaurant Association of Singapore, Singapore Cocktail Bar Association and #savefnbsg, will embark on a nationwide campaign #Hi5SG to restore the vibrant gastronomic scene and support local communities. Under the campaign, participating merchants will offer special perks and privileges linked to the number ’5’, a play on the 5-pax dining rule, for either dine-in or delivery islandwide. They will match $1 donations given by customers which will go to =DREAMS, a programme for underprivileged children. In addition, ESG has partnered Chope to run targeted campaigns including driving off-peak deals, for local F&B outlets over the next few months. More offers and promotions will be available in the next few months. Please see Annex C for more information.

Sentosa’s promotions and unique experiences

Under SingapoRediscovers, Sentosa, one of Singapore’s key leisure destinations, is set to welcome locals with a range of new, authentic and attractively-priced experiences. Whether it is to indulge in hearty meals, discover fun things to do, or enjoy a staycation on the island, locals will be spoilt for choice with an array of Fun Deals. Available with immediate effect, Sentosa’s range of Fun Deals include one-for-one F&B and attraction promotions, as well as a free night’s hotel stay with every two nights booked with participating Island Partners (tenants). Please see Annex D for more information.

Marketing partnerships with e-commerce platforms and online travel agencies

To encourage more bookings and purchases, key channel partners have come on board SingapoRediscovers. For instance, Changi Airport Group (CAG) and Singapore Airlines (SIA) are teaming up with STB on joint marketing campaigns to drive awareness of local brands - CAG will expand their portfolio of local brands on iShopChangi from next month, while SIA will soon offer Design Orchard[7] brands on KrisShop. Group - a key partner that STB is working closely with – also recently organised a live webcast for locals, promoting flexible hotel reservations at discounted rates. They will work with STB on other initiatives for overseas visitors later.

To encourage bookings for hotels, attractions and tours, STB and Expedia are embarking on a global marketing partnership. These offers will be for locals first, and will eventually be extended to overseas visitors and include flight promotions. STB is also partnering Klook to create engaging content, and develop new and interesting products and promotions for locals. Both partnerships kick off in September.

As a nine-month campaign, SingapoRediscovers will ramp up progressively with more experiences and content to be announced over the next few months. Businesses are encouraged to come on board and collaborate for a steady pipeline of promotions and products to attract consumers.

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About Enterprise Singapore

Enterprise Singapore is the government agency championing enterprise development. We work with committed companies to build capabilities, innovate and internationalise.

We also support the growth of Singapore as a hub for global trading and startups, and build trust in Singapore’s products and services through quality and standards.

Visit for more information.


About Sentosa

Sentosa is Asia’s leading leisure destination and Singapore’s premier island resort getaway, located within 15 minutes from the central business and shopping districts. The island resort is managed by Sentosa Development Corporation, which works with various stakeholders in overseeing property investments, attractions development, and operation of the various leisure offerings and management of the residential precinct on the island.

The 500-hectare island resort is home to an exciting array of themed attractions, award-winning spa retreats, lush rainforests, golden sandy beaches, resort accommodations, world-renowned golf courses, a deep-water yachting marina and luxurious residences – making Sentosa a vibrant island resort for business and leisure. Making Sentosa its home, too, is Singapore’s first integrated resort, Resorts World Sentosa, which operates South East Asia’s first Universal Studios theme park.

Situated on the eastern end of Sentosa Island is Sentosa Cove, an exclusive oceanfront and residential enclave bustling with some 2,000 homes, romantic quayside restaurants, retail and specialty shops. The Island is also proud to be home to Sentosa Golf Club and its two acclaimed golf courses, The Serapong and The New Tanjong. Sentosa Golf Club hosts the SMBC Singapore Open and the HSBC Women’s World Championship, featuring some of the world’s best golf professionals.

Welcoming a growing number of local and international guests every year, Sentosa is an integral part of Singapore’s goal to be a global destination to work, live and play. For more information, please visit:

FB/SentosaOfficial     @sentosa_island     #thestateoffun


About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

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[1] The Tourism Recovery Action Task Force (TRAC) involves leaders from different segments of the tourism industry, comprising government agencies, industry associations, and tourism business owners.

[2] The Marketing Partnership Programme supports the marketing initiatives of hotels, attractions, inbound travel agents and the MICE sector in Singapore.

[3] The SG Stories Content Fund supports content creators, including tourism businesses, in the development of stories on strength, resilience, solidarity and unity in Singapore.


[5] More information about the Singapore Food Festival will be shared on 28 July.

[6] For the eGSS Campaign jointly organised by Singapore Retailers Association, Singapore Furniture Industries Council, Textile and Fashion Federation and Association of Singapore Attractions, these promotions will be housed on GoSpree web browser, alongside the SingapoRediscovers microsite and VisitSingapore app.

[7] Design Orchard is an integrated retail and incubation space dedicated to growing local brands and designers. The retail showcase on the ground floor houses around 60 home-grown brands. 


Annex A

Annex B

Annex C

Annex D