Singapore is repositioning itself to draw higher-spending purposeful travellers. — The Straits Times
SINGAPORE: Singapore, often described by visitors as clean, efficient and safe, is also praised for its modern infrastructure and good food.
But criticism has surfaced online after some Chinese tourists on lifestyle platform Xiaohongshu complained that the Republic is “too hot, too boring and too expensive”, sparking debate over whether Singapore still excites travellers amid growing competition from other Asian cities.
That criticism, however, overlooks how today’s travellers – and Singapore’s tourism strategy – have evolved, Rajeev Menon, Asia Pacific president of Marriott International, told The Straits Times in an exclusive interview.
While the city is undeniably hot, it need not be expensive or dull, with Singapore repositioning itself for a new generation of travellers who are more intentional about how and why they travel, and are willing to pay for deeper, more meaningful experiences beyond shopping and sightseeing.
Since Covid-19, travellers have shifted decisively towards experience-driven trips, with credit card data and Marriott’s loyalty member insights showing that spending on sustainable travel, dining and wellness has outpaced purchases of other goods.
“When people were locked down, they realised freedom and mobility mattered more than almost anything else.
“That mindset hasn’t gone away,” said Menon, who is also a board member of the Singapore Tourism Board (STB).
While current visitor arrivals in Singapore remain slightly below the 2019 peak, tourism receipts have already surpassed pre-pandemic levels.
From January to October 2025, Singapore recorded 14.3 million international visitors, up 3% from a year earlier.
The STB expects full-year arrivals of 17 million to 18.5 million, while analysts project up to 19 million visitors in 2026, close to the pre-pandemic peak of 19.1 million in 2019.
Visitors are also spending more, with tourism receipts surpassing pre-pandemic levels at S$29.8bil in 2024, 7.6% higher than in 2019. The STB expects spending to reach between S$29bil and S$30.5bil in 2025. By 2040, it is aiming for as much as S$50bil in tourism receipts.
The numbers are consistent with Singapore’s tourism strategy, which now focuses on attracting visitors who stay longer, spend more and engage more deeply with the city, rather than maximising arrival numbers.
Under STB’s Tourism 2040 road map, Singapore is positioning itself as a year-round global city destination anchored by experiences such as arts, history and culture, lifestyle events, gastronomy, wellness as well as business and sustainable travel.
Luxury travellers, in particular, have driven growth in room revenue, especially those from Asia. — The Straits Times/ANN
