Singapore Tourism Board steps up India engagement with new trade and consumer initiatives

With India emerging as one of the top three source markets and registering 0.5 million visitor arrivals between January and May 2025, the Singapore Tourism Board (STB) is intensifying its travel trade and consumer engagement efforts to sustain the growth momentum.

The tourism board recently concluded its two-city roadshow in India kicking off in New Delhi on July 15 and moving to Kochi on July 17. The event brought together over 60 Singaporean tourism partners who showcased the destination’s latest offerings through an innovative format. A key highlight was the dedicated Experience Zone, where Singapore’s leading attractions, cruise operators and the Changi Airport Group were presented in a dynamic and interactive setting.

STB joins forces with 61 tourism partners to showcase Singapore in India

“We have a strong start to the year with the Indian market recording a 5.1 per cent increase in tourist arrivals compared to the same period last year (January–May 2024). We see India as having the potential to become our second-largest source market. As we celebrate 60 years of India-Singapore friendship, a series of marketing initiatives and joint promotions are planned to attract more Indian travellers to Singapore,” said Markus Tan, regional director for India, Middle East and South Africa at STB during a media roundtable held on the sidelines of the Delhi roadshow.

This year, STB introduced the Just Between Us Friends campaign in association with a number of partners including MakeMyTrip, Akbar Travels, Yatra, Singapore Airlines and IndiGo among others to offer deals and discounts to end consumers.

“We are also sending at least 20 to 25 content creators from India to Singapore to capture and share compelling stories about the destination. The first batch of these influencers visited Singapore a few weeks ago and have been showcasing new things to do across the city. Our goal is to inspire evolved, sophisticated and discerning Indian travellers to explore all that Singapore has to offer,” added Tan.

STB will introduce the Singapore DMC Trade Partner Fam Support Scheme on August 1, 2025. This pilot programme supports Singapore-based DMCs in hosting customised familiarisation trips for Indian travel agents.

“We are encouraging our Singapore-based DMCs to invite their network, bringing in one buyer each from cities like Kolkata, New Delhi and others to experience a unique itinerary that is not currently available in the market. This initiative launches on August 1 and is valid for travel until August 20. We will be offering support ranging from S$1,000 to S$10,000 (US$740 to US$7,400) for each group,” concluded Tan.

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