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 


Raki Phillips to Lead Accor’s PME Division in Middle East, Africa & Türkiye

Raki Phillips to Lead Accor’s PME Division in Middle East, Africa & Türkiye

By Manu Vardhan Kannan

Published on August 2, 2025

Accor has appointed Raki Phillips as the new Regional President for its Premium, Midscale & Economy (PME) division across the Middle East, Africa and Türkiye, with effect from November 2025. Phillips will succeed Paul Stevens and oversee more than 250 operating hotels across 27 countries, along with a development pipeline of 85 new properties.

This leadership move comes after Phillips' impactful tenure as CEO of the Ras Al Khaimah Tourism Development Authority (RAKTDA). Under his leadership, Ras Al Khaimah witnessed a tourism boom, revenues tripled, international connectivity improved, and the region attracted its largest foreign investment with the Wynn Resorts project.

Bringing over 20 years of global hospitality experience, Phillips has held senior positions at renowned brands like Fairmont Raffles Hotels International, The Ritz-Carlton, and Universal Studios Orlando. At Fairmont, he played a key role in global brand strategy and spearheaded major projects, including the launch of the Fairmont, Raffles, and Swissôtel complex in Makkah.

In his new role at Accor, Phillips will report to Duncan O'Rourke, CEO of the Premium, Midscale & Economy division for Middle East, Africa and Asia Pacific. Commenting on the appointment, O’Rourke said, “Raki brings a rare combination of commercial agility, regional knowledge, and purpose-led leadership. His appointment reflects our long-term commitment to the region and our belief in the power of local leadership to drive impact.”

Phillips steps into the role after Paul Stevens, who spent nearly three decades with Accor and was known for championing operational excellence and values-driven initiatives like Purpose Week and ESG programs.

With more than 350 hotels currently in operation and 140 more in development, Accor’s PME division continues its robust expansion in key markets such as the UAE, Saudi Arabia, and Egypt. Phillips will be based in Dubai and oversee a diverse brand portfolio including Swissôtel, Pullman, Mövenpick, Novotel, Mercure, and ibis.


Schengen Visa Set to Go Fully Digital by 2028

Schengen Visa Set to Go Fully Digital by 2028

By Manu Vardhan Kannan

Published on August 2, 2025

The European Union is moving towards a fully digital Schengen visa system by 2028, bringing an end to traditional paperwork and visa stickers. Travellers will soon be able to complete the entire application process online, from uploading documents and paying fees to receiving a secure, encrypted 2D barcode that replaces the physical visa sticker.

France tested this digital system successfully during the 2024 Paris Olympics, issuing 70,000 barcode-based visas. Once fully implemented, travellers can scan the digital barcode at EU border checkpoints, giving immigration officials instant access to their personal and visa details via a centralised database.

While first-time applicants will still need to provide biometric data, such as fingerprints and photographs, in person, repeat visitors will benefit from a simplified and faster process.

The digital system aims to boost security, reduce paperwork, and streamline visa management across the Schengen area. Applicants will be able to track their application status online and receive notifications on their visa outcome.

To apply, travellers must first determine which country’s embassy to approach, typically based on the destination where they will spend the most time. Most Schengen states use VFS Global for processing in India, while Spain uses BLS International. France, meanwhile, has introduced an online appointment platform called Démarches Simplifiées.

Applicants must carry key documents such as a valid passport (with at least six months validity and two blank pages), visa form, photographs, travel insurance (minimum €30,000 coverage), confirmed flight and accommodation bookings, a cover letter, and proof of finances like recent bank statements or salary slips.

Visa fees remain at €80 for adults and €40 for children aged 6–12, with free applications for those under six. Additional service charges apply based on the chosen processing agency.

Applicants are advised to apply well in advance, ideally 30 to 60 days before travel. Certain embassies, such as those of Lithuania, Latvia, and Estonia, are known for quicker processing and lower rejection rates. Some, like Germany or France, may require a personal interview, especially in complex cases.

From July 1, 2025, Germany will no longer allow informal appeals on rejected visas; applicants will have to go through formal legal channels. Meanwhile, Indian nationals with two previously used Schengen visas within three years may now qualify for longer multi-entry visas of up to five years, as part of the EU’s new “cascade” rule.

Travellers are encouraged to check official EU visa portals regularly for updates.


Wyndham Hits 720 Hotels in EMEA, Boosts Momentum Across Europe, Middle East & India

Wyndham Hits 720 Hotels in EMEA, Boosts Momentum Across Europe, Middle East & India

By Nishang Narayan

Published on July 31, 2025

Wyndham Hotels & Resorts is charging ahead in the EMEA region, officially surpassing 720 operational hotels across Europe, the Middle East, Eurasia, and Africa. The first half of 2025 alone saw over 60 new hotel openings, adding more than 4,700 rooms and delivering a 5% year-on-year organic system growth in the region.

This growth reinforces Wyndham’s commitment to expanding access to quality, branded accommodation across high-growth markets, with 27 new hotel signings further solidifying its regional presence.

Some of the standout openings include Dolce by Wyndham Siracusa, Monasteri Golf and Spa in Sicily, and the Signature Cave Cappadocia, Trademark Collection by Wyndham in Türkiye. The group also ramped up operations in Eastern Europe and Central Asia with hotel launches in Georgia, Romania, and Kazakhstan.

Momentum is particularly strong in Eurasia, where Wyndham opened 21 new hotels in just six months, with a significant presence in India, now one of the company’s most dynamic and fastest-growing hospitality markets.

Wyndham’s strategic partnerships are also paving the way for iconic brand introductions. The globally recognised Super 8® by Wyndham is making its debut in Saudi Arabia and Iberia, with plans for 100 hotels across the Kingdom and 40 hotels in Spain and Portugal in the coming decade.

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“With more than 720 hotels now open across EMEA, we're seeing incredible momentum. Travel is thriving and we're meeting that demand with a growing portfolio that reflects the energy and diversity of this region. From stunning resorts in Sicily to one-of-a-kind cave stays in Cappadocia, we're adding experiences that truly inspire,” said Dimitris Manikis, President EMEA, Wyndham Hotels & Resorts. “And with new signings in markets like Iberia and Saudi Arabia, we're not just growing – we're creating new opportunities for our partners and giving travellers even more great places to stay across the region.”

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Globally, this expansion contributed to Wyndham’s 20th consecutive quarter of developmental pipeline growth, bringing the global pipeline to 255,000 rooms. The company also achieved 4% global organic net room growth and 7% constant currency RevPAR growth in the EMEA region.

Some key milestones from H1 2025 include:

  • Türkiye now hosts over 125 Wyndham-branded hotels, including the newly launched Cappadocia Cave Hotel, Wyndham Tarsus St. Paul, and Wyndham Alanya.

  • India and South Asia saw growth with new openings like Ramada Encore by Wyndham Lucknow Airport, Ramada by Wyndham Cox’s Bazar Kolatoli Beach, and Wyndham Garden Jim Corbett Chhoi.

  • New European destinations saw brand introductions like La Quinta by Wyndham Batumi in Georgia and Tor’re Astana, Trademark Collection in Kazakhstan.

  • The Super 8® by Wyndham expansion into Saudi Arabia and Iberia is a landmark move, targeting value-conscious travellers in these rapidly evolving markets.

Driving this expansion is Wyndham Advantage, a platform offering best-in-class marketing, distribution, and technology support to hotel owners, bolstered by nearly $350 million invested in digital transformation and access to over 120 million Wyndham Rewards® members globally.

With bold new destinations and an aggressive pipeline, Wyndham’s EMEA footprint continues to grow rapidly, making it a major player in global hospitality.

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