In an electrifying move, the Singapore Tourism Board (STB) pulled back the curtains on its new sensation, “Made in Singapore” – a campaign set to shift global travel paradigms and rekindle wanderlust. Designed to keep Singapore emblazoned in the hearts and minds of prospective travellers, the campaign promises to turn the commonplace into the extraordinary.
Riding the wave of the “Passion Made Possible” brand, this fresh initiative hones in on those quintessential Singaporean moments, revealing how even the most mundane can transform into the unforgettable on this unique island.
Adding a touch of whimsy, the campaign creatively reimagines iconic Singaporean experiences. Envision a tranquil forest bath amidst the dazzling Jewel Changi Airport’s Rain Vortex or the euphoria of dining amidst the sizzle and aroma at the famed Lau Pa Sat hawker centre. Or perhaps, lose oneself in the mesmerizing spectacle of a vibrant “air show” at the freshly minted Mandai Bird Paradise.
Oliver Chong, the luminary Executive Director of Oceania for the Singapore Tourism Board, voiced his aspirations for the campaign, remarking, “While the charm of Singapore is no secret to our Aussie and Kiwi friends, ‘Made in Singapore’ is our pledge to present the iconic with the novel, creating a tapestry of experiences, both cherished and yet-to-be-discovered. Our dream is to ignite a spark in this region’s visitors’ hearts, urging them to weave their own unforgettable Singapore story.”
Indeed, Singapore stands robust, its tourism infrastructure primed for a surge. As the winds of global travel rise, STB forecasts a spirited rebound. Visitor arrivals are predicted to surge to a promising 12 to 14 million, while tourism receipts are poised to touch the staggering S$18 to S$21 billion mark, recalling the golden era of pre-pandemic 2019. It’s noteworthy that Australia, in this rebirth, retains its pivotal position, echoing the strong ties with nearly 95% of 2019’s visitor numbers already achieved from January to August 2023.
In a world where travellers thirst for meaning and destinations that resonate, “Made in Singapore” stands tall, offering a vivid tapestry of experiences. It paints a picture of a city pulsating with life – a harmonious blend of modernity and a rich multicultural legacy.
As this ambitious endeavour takes the mantle from STB’s erstwhile “SingapoReimagine” campaign of November 2020, the message is clear: Singapore isn’t just a destination; it’s an experience waiting to be written in the annals of global travel.
Written by: Christine Nguyen
