Passion and Innovation: Singapore's 'Made in Singapore' Tourism Campaign

Passion and Innovation: Singapore's 'Made in Singapore' Tourism Campaign

By Author

Published on October 1, 2023

The Singapore Tourism Board (STB) has embarked on an exciting journey with its latest global campaign, "Made in Singapore" (MIS), which seeks to captivate and inspire travellers worldwide to choose Singapore as their next destination. This campaign represents a fresh take on the "Passion Made Possible" destination brand and spotlights quintessentially Singaporean experiences that range from iconic attractions to hidden gems, all firmly rooted in the unique passions that define Singapore's identity.

Mr. GB Srithar, Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board, explains that this campaign is well-aligned with the evolving preferences of Indian travellers who increasingly seek deep connections with their travel destinations. They are drawn to off-the-beaten-path, unexplored, and previously unimagined experiences. "Made in Singapore" serves as a testament to Singapore's ability to transform the ordinary into the extraordinary, offering travellers a renewed sense of wonder and limitless possibilities.

Kenneth Lim, Assistant Chief Executive (Marketing Group) at Singapore Tourism Board, elaborates on the campaign's core philosophy. "Made in Singapore" is anchored in the "Passion Made Possible" destination brand, which embodies the Singaporean spirit of pursuing individual passions and creating new opportunities. The primary objective is to showcase how Singapore, uniquely, turns everyday, ordinary moments into extraordinary, unforgettable experiences that can be found nowhere else, aiming to inspire travellers to explore this exceptional destination.

One of the key driving forces behind the MIS campaign is a recent study conducted in November 2021, involving over 3,000 respondents across 10 international markets. The study revealed that more than 60% of people are now seeking more meaningful and purposeful travel experiences. Furthermore, nearly 80% of those planning purposeful travel are actively looking for destinations that ignite inspiration.

The campaign ingeniously showcases Singapore's key attributes, positioning it as an inspiring "City in Nature" destination that is not only vibrant and cosmopolitan but also deeply rooted in a rich multicultural heritage. To establish an emotional connection with potential travellers and to spark their desire to visit Singapore, the MIS campaign adopts a bold and playful approach, emphasising the concept that a twist on the familiar can lead to a holiday filled with wonder.

Visitors to Singapore can now embark on unique adventures, such as indulging in "forest bathing" amidst the Jewel Changi Airport's Rain Vortex, savouring delectable dishes while breaking a sweat at the Lau Pa Sat hawker centre, and witnessing a mesmerising "air show" at the all-new Mandai Bird Paradise. These extraordinary experiences epitomise the essence of Singapore's commitment to turning imagination into reality.

Moreover, Singapore has introduced new offerings that perfectly align with the MIS campaign's spirited approach. Sentosa's The Palawan @ Sentosa by Shangri-La Group has transformed beachside living into an exhilarating experience with electric go-karts, a floating aqua park, mini-golf, beach clubs, and delightful food trucks. PLUME, the newly opened cocktail bar at Pan Pacific Singapore, tantalises guests with flavours inspired by local birds, redefining the traditional cocktail experience. Additionally, Lou Shang, a hidden gem of a café, presents fusion dishes inspired by beloved local favourites, adding a delightful twist to familiar flavours.

The "Made in Singapore" campaign serves as a successor to STB's "SingapoReimagine" international recovery campaign, initiated in November 2020 to reignite the passion for travel to Singapore.

As global travel continues to regain momentum, STB anticipates that visitor arrivals in the coming year will recover to approximately 12 to 14 million, with tourism receipts reaching around SGD 18 to SGD 21 billion, representing two-thirds to three-quarters of pre-COVID 2019 levels. Singapore is undeniably positioning itself as a destination where the ordinary is magically transformed into the extraordinary, promising travellers experiences that will stay with them forever.

Image Source- Singapore Tourism Board 


Laguna Golf Lang Co Ranked Among Asia’s Top 100 Golf Courses

Laguna Golf Lang Co Ranked Among Asia’s Top 100 Golf Courses

By Manu Vardhan Kannan

Published on June 19, 2025

Laguna Golf Lang Co continues its winning streak on the global stage with its latest recognition—being named one of Asia’s Top 100 Golf Courses by the Asia Golf Leaders Forum (AGLF). The announcement came during the prestigious Asia Golf Awards Ceremony held in South Korea.

Part of the iconic Laguna Lang Co integrated resort in Vietnam, the championship course has consistently received accolades for its stunning layout, guest experience, and commitment to eco-conscious operations. Designed by six-time Major winner Sir Nick Faldo, the 18-hole course blends seamlessly into its natural surroundings—set between jungle-clad mountains and the East Sea, with dramatic streams, rice paddies, and rocky outcrops defining the play.

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“We’re thrilled to be recognised among the top golf courses in Asia,” shared Stephen Banks, Director of Golf at Laguna Golf Lang Co. “This award reflects the passion and precision our team brings every day. It's also a tribute to Sir Nick Faldo’s vision, which continues to attract and inspire players worldwide.”

The course isn’t just visually striking—it’s also earned respect for its sustainability initiatives. Its globally praised “edible golf course” concept integrates working rice paddies maintained by local farmers and water buffalo, showcasing a harmonious blend of golf and local heritage.

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The Asia Top 100 list—compiled by leading golf media, professionals, and influencers—recognises excellence in course design, maintenance, and guest services across the region.

Laguna Golf Lang Co’s growing list of awards includes:

  • “Vietnam’s Best Golf Resort” by World Golf Awards

  • Top 10 Golf Resorts in Asia-Pacific by Golf Travel Magazine

  • Multiple certifications for environmental and agronomic excellence

But golf is just the beginning. The resort offers a full destination experience, including:

  • Banyan Tree’s luxury Seaview Pool Villas

  • World-class dining options serving Vietnamese and international cuisine

  • Banyan Tree Spa, cultural excursions to Hue Imperial City and Bach Ma National Park

  • Family-friendly activities like archery, water sports, and kids’ programmes

“This destination has become so much more than a golf course,” said Banks. “Laguna Lang Co is a full lifestyle experience—uniting world-class golf with culture, nature, and luxury hospitality. We're proud to play a part in putting Vietnam on the map as a top-tier golf destination in Asia.


Meliá Chiang Mai to Host Black Ruby Pride Party at Thailand’s Highest Rooftop Bar

Meliá Chiang Mai to Host Black Ruby Pride Party at Thailand’s Highest Rooftop Bar

By Manu Vardhan Kannan

Published on June 18, 2025

Meliá Chiang Mai is set to light up the city’s skyline with a spectacular celebration this Pride Month, as MAI The Sky Bar—the highest bar in Chiang Mai—reopens on June 28 with “Glow Up! A Black Ruby Pride Party”. The vibrant evening will honour Thailand’s historic legalisation of same-sex marriage and the broader message of celebrating love in all colours.

Located on the 22nd floor of the hotel, the rooftop bar offers panoramic views from the Ping River to the majestic Doi Suthep Temple, with its glass bridge and multi-level terraces offering one of the city’s most breathtaking spots to party under the stars.

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The Pride-themed celebration promises:

  • A fabulous drag queen show by Chiang Mai’s BLOW Entertainment

  • Live music from resident DJs

  • A best costume contest, with the winner earning a complimentary stay at Meliá Chiang Mai

  • A signature “Black Ruby” cocktail included in the THB 500 entry fee

Guests are encouraged to dress in their loudest and proudest outfits, adding to the sparkle of the night. The first seven table bookings will also receive a free cocktail basket, making it a truly exclusive experience.

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Drawing on Meliá’s Spanish roots, MAI The Sky Bar will serve up a curated menu of tapas, pinchos, and gourmet desserts, all made using 100% real ingredients with a strong focus on local, sustainable, and organic farming. Highlights include:

  • Croquetas and mixed grill skewers

  • Fresh summer rolls with tamarind dip

  • Salmon tiradito with mango passion fruit dressing and avocado mousse

  • Chocolate mud cake and tiramisu jars

To pair with the culinary delights, the bar offers an extensive selection of spirits, wines, mocktails, teas, coffees, and fresh juices.

This Pride celebration is more than just a party—it’s a toast to love, freedom, and visibility in a setting as elevated as the occasion itself.


6 Serene Escapes to Reclaim Yourself This Global Wellness Day

6 Serene Escapes to Reclaim Yourself This Global Wellness Day

By Manu Vardhan Kannan

Published on June 16, 2025

In a world that moves at breakneck speed, there is something quietly powerful about choosing stillness. This Global Wellness Day, step into spaces that allow you to disconnect from the chaos and reconnect with yourself. Here are six hand-picked wellness destinations where nature, culture, and calm converge to help you breathe deeper and be more present.

Thailand

At Phulay Bay, a Ritz-Carlton Reserve in Krabi, mornings begin with the sound of waves and end with crystal sound healing under open skies. The resort’s wellness journeys include ocean-facing meditation, Thai massages, and vitality pools. Dining at Sri Trang reflects the same care with seasonal, farm-to-table dishes rooted in traditional Thai techniques. Here, stillness feels as luxurious as the view.

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Ras Al Khaimah

At Camp 1770, perched 1,770 metres above sea level in the Jebel Jais Mountain range, wellness begins before sunrise. Sound healing and yoga unfold with the shifting sky as your backdrop. Down below, the Mövenpick Resort Al Marjan Island invites guests for yoga on the beach and spa rituals like the Desert Sand Reviver at Citrine Spa. Also worth exploring are the extensive wellness programmes at Anantara Mina Al Arab and nature-inspired yoga sessions at The Ritz-Carlton Al Wadi Desert. 

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Kenya

Kenya offers a more grounded approach to wellness. At The Sanctuary at Ol Lentille in Laikipia, guided walks with Maasai hosts end with quiet reflection on cliffside decks. On the coast, Watamu Treehouse features treetop meditation and breathwork with views of the Indian Ocean. It’s wellness guided not by routines, but by rhythm of nature, wind, and waves.

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Qatar

The Residences at The St. Regis Marsa Arabia Island on The Pearl-Qatar introduces wellness as a lifestyle. At the Longevity Hub by Clinique La Prairie, Swiss precision meets holistic science to deliver personalized therapies. Infinity pools, cabanas, and wellness-driven design make this island feel like a sanctuary that supports your wellbeing naturally and luxuriously. 

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Sri Lanka

Nestled in Sri Lanka’s central highlands, Camellia Hills offers views of Castlereagh Lake and tea-covered slopes—an ideal setting for quiet reflection. Near Colombo, The Wallawwa hosts Vikasa Wellness, a programme blending mindful movement, meditation, and ancient Sri Lankan sound healing rituals. These properties from Teardrop Hotels are curated for solo travellers and couples seeking a deeper, more personal retreat.

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Israel

Floating in the Dead Sea, you feel your shoulders drop and breath slow wellness in its purest form. In the Negev Desert, Desert Ashram provides unplugged weekends filled with movement and community. In Amirim, a plant-based moshav, boutique eco-stays host Kabbalah-based workshops and meditation, creating a gentle return to self.

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This June, pause intentionally. Choose stillness over speed. And let one of these places help you feel more like yourself again.

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