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Singapore Tourism Board

Experience Excellence

Learn about the Experience Excellence category

Last updated 3 February 2026

Leisure

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About

Businesses which have reimagined the customer experience and/or consistently displayed excellent customer service in innovative ways to meet changing consumer needs.

Eligibility & Assessment Criteria

  • Gleaned insights into evolving customer behaviours and needs and transformed & adapted/implemented processes and operations arising from these insights.

  • Incorporated innovative initiatives to enhance product offering, and/or visitor experience. This can also be done through cross-sector collaborations.

  • Establishments should nominate themselves under their own industry category e.g. If a hotel is submitting the nomination, they should apply under outstanding hotel experience.

Outstanding Attraction Experience

About

This award recognises an attraction that has demonstrated excellence through differentiated offerings that cater to evolving tourism trends and customer needs, whilst delivering a unique and memorable experience for visitors.

Award Eligibility

This award is open to all operating attractions in the calendar years of 2024 and 2025.

  • Nominated attractions must be in operation for more than 6 months.

Outstanding Food & Beverage Experience

About

This award recognises an F&B establishment (including restaurants and bars) that has offered a compelling and differentiated experience for customers.

Award Eligibility

This award is open to all F&B establishments including restaurants and bars in operation in the calendar years of 2024 and 2025 and are still operating.

Outstanding Hotel Experience

About

This award recognises a hotel that has integrated a compelling concept, exceptional service, comforting amenities and unique experiences to deliver a memorable stay for guests.

Award Eligibility

This award is open to all licensed hotels in operation in the calendar years of 2024 and 2025 and are still operating.

  • Nominated hotels may be part of a hotel chains. It can also include themed experiences such as wellness stay.

Outstanding Leisure Event and Experience

About

This award recognises a world-class and differentiated leisure event and/or an experience that has addressed the needs of attendees, has created significant commercial impact and has driven visitors to Singapore.

The event or experience may be one-off or recurring event and/or experience, and is able to demonstrate how it strengthens destination branding, establishing Singapore as a vibrant city and leading travel destination.

Award Eligibility

This award is open to any leisure event and experience held in Singapore in the calendar years of 2024 and 2025.

Businesses must have incorporated sustainable practices in their day-to-day operations and products/services.

Outstanding Retail Experience

About

This award recognises a retail outlet or shopping mall that has offered a compelling, differentiated, and/or innovative experience for customers.

Award Eligibility

This award is open to all shopping malls or licensed retail establishments in operation in the calendar years of 2024 and 2025 and are still operating.

Outstanding Tour Experience

About

This award recognises a quality tour that has provided an authentic Singapore experience through compelling and engaging storytelling, accompanied by immersive and interactive elements to elevate the experience.

Award Eligibility

This award is open to all tours that have commenced in the calendar years of 2024 and 2025 and are still being conducted regularly.

The nominated tour must:

  • Display high standards of service standards, customer safety and hygiene.

  • Comply to all existing Travel Agents and Tourist Guides licensing requirements.

MICE

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About

Businesses which have reimagined the customer experience and/or consistently displayed excellent customer service in innovative ways to meet changing consumer needs.

Eligibility & Assessment Criteria

  • Demonstrated ability to transform its operations/processes to adapt to new challenges and consumer needs.

  • Demonstrated ability to reimagine its product offerings to enhance the visitors’ experience and event outcomes.

  • Incorporated corporate social responsibility (CSR) and environmental sustainability initiatives relevant to the respective events/venues.

*Establishments should nominate themselves under their own sector category e.g. If a hotel is submitting the nomination, they should apply under outstanding event venue experience.

Outstanding Business Event

About

This award recognises a business event that has demonstrated excellence and made a significant impact on the development of the business events industry in Singapore.

Award Eligibility

This award is open to any business event and its organisers who has provided strong support to the business event (in areas such as logistics, audio/visual support, booth design and construction, and marketing communications) in the calendar years of 2024 and 2025.

Outstanding Event Organiser (MICE)

About

This award recognises an organiser that has demonstrated excellence in organising and delivering quality business events.

Award Eligibility

This award is open to any professional event organisers that have held business events in Singapore in the calendar years of 2024 and 2025.

Outstanding Event Venue Experience (MICE)

About

This award recognises a business event venue that has elevated the standards of world-class MICE facilities in Singapore.

Award Eligibility

This award is open to any venue in Singapore that has hosted business events in Singapore in the calendar years of 2024 and 2025.