The latest integrated campaign highlights how the ordinary is made extraordinary, through a rich tapestry of unique and unexpected experiences made possible only in Singapore.


The latest Made in Singapore global campaign features distinctive Singapore offerings with bold and witty descriptors, sparking curiosity by conveying a twist on the familiar. PHOTO CREDITS: SINGAPORE TOURISM BOARD.

  [View the brand film here

SINGAPORE, 27 September 2023 – The Singapore Tourism Board (STB) today unveiled Made in Singapore, its latest global campaign to inspire travellers to choose Singapore as their next travel destination.

The campaign puts a fresh spin on the Passion Made Possible destination brand[1]. It will spotlight quintessentially Singapore experiences, from iconic attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences in Singapore.

Mr Kenneth Lim, Assistant Chief Executive (Marketing Group), STB, said: “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. 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.”

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth[2]. However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in November 2021 with over 3,000 respondents across 10 overseas markets found that over 60% of people are looking for more purposeful travel, and close to 80% of those planning for purposeful travel are looking for destinations that inspire them[3].  

The Made in Singapore campaign therefore aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.

To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of Made in Singapore: where a twist on the familiar creates a holiday filled with wonder. From “forest bathing” at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers. (Refer to Annex A for new, innovative experiences that travellers can look forward to in Singapore.)

Made in Singapore will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom and United States. Beyond film and social, the campaign will include in-market activations, industry partnerships, collaborations with content creators, as well as familiarisation trips to immerse media and influencers in Made in Singapore experiences.

Made in Singapore replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

[1] The Passion Made Possible destination brand, launched in 2017 by the Singapore Tourism Board and Singapore Economic Development Board, celebrates Singapore’s unique attitude and mindset: a passion-driven, never-settling spirit of determination and innovation, that constantly pursues possibilities and reinvention.

[2] As global travel continues to pick up pace, STB expects this year’s visitor arrivals to recover to about 12 to 14 million, and tourism receipts to around S$18 to S$21 billion, approximately two-thirds to three-quarters of pre-COVID 2019 levels.

[3] Based on a November 2021 online survey conducted by creative agency BBH Singapore with 3,000 respondents across 10 overseas markets: Australia, China, India, Indonesia, Japan, Philippines, South Korea, United Kingdom, United States, Vietnam.

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Photo/video library
·       Download the Made in Singapore campaign assets here   
·       Credits: Singapore Tourism Board.

About Made in Singapore
Made in Singapore is STB’s latest international campaign that aims to inspire travel to Singapore. True to the Passion Made Possible brand, the campaign highlights how Singapore makes unexpected, diverse and unique experiences possible, where the ordinary is made extraordinary.

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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