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 


Taiwan Tourism Reports 22% Growth in Indian Arrivals, Expands Outreach with Kochi and Kolkata Events

Taiwan Tourism Reports 22% Growth in Indian Arrivals, Expands Outreach with Kochi and Kolkata Events

By Manu Vardhan Kannan

Published on September 12, 2025

Taiwan Tourism Administration (TTA) has reported strong growth in Indian visitor arrivals, with numbers rising by 22.01% between January and May 2025. Building on this momentum, TTA has intensified its India engagement through recent trade and educational seminars in Kochi and Kolkata.

The events, held in partnership with Singapore Airlines and Thai Airways, aimed to strengthen Taiwan’s positioning as a destination for high-end leisure, FIT, and MICE travellers. In Kochi, TTA hosted its first-ever trade seminar in the city, attended by around 30 leading travel agents and tour operators. The session highlighted Taiwan’s diverse tourism offerings, with special focus on MICE opportunities, supported by Taiwanese destination management companies Top Holidays and Apple Travel Services.

In Kolkata, TTA organised its first major post-pandemic roadshow in eastern India, supported by Thai Airways. With around 50 agents in attendance, the session showcased Taiwan’s potential as a leisure and corporate travel hub. West Bengal, being one of India’s strongest outbound markets, was identified as a key region for partnership building and market expansion.

“India is a very diverse market and there are tremendous opportunities to exploit across the country. The two events were strategic extensions of our engagement programme in India over the last year and a half. Kochi gave us the opportunity to penetrate South India, whereas Kolkata was our first post-pandemic push into East India, particularly West Bengal,” said Paul Shih, Director, TTA Singapore Office.

Since its return to India in January 2024, Taiwan has achieved impressive post-pandemic growth, with arrivals rising 20.81% in 2024 and continuing the trend with over 22% growth in early 2025. Shih added that TTA is committed to a long-term strategy of positioning Taiwan as a premier destination for HNI, FIT, incentive, and luxury corporate travellers through stronger collaborations with airlines and travel agencies.

As part of its broader plans, TTA is also working on introducing new tourism products, including golf tourism, to appeal to the evolving preferences of Indian travellers. With strategic trade activations across multiple regions, Taiwan aims to accelerate growth in visitor arrivals and build deeper, long-lasting partnerships in the Indian market.


Hilton Kathmandu Burned Amid Widespread Unrest in Nepal

Hilton Kathmandu Burned Amid Widespread Unrest in Nepal

By Manu Vardhan Kannan

Published on September 11, 2025

Kathmandu witnessed a devastating blow to its hospitality sector as Hilton Kathmandu, the city’s tallest hotel, was destroyed by fire amid violent protests against alleged corruption and social media restrictions. Demonstrators set fire to the hotel during escalating clashes, leaving its glass façade a charred skeleton against the city skyline.

The protests also targeted government buildings and the residences of political leaders, spreading chaos across Kathmandu. Hilton Kathmandu’s destruction is particularly significant as it symbolized Nepal’s aspirations to elevate its hospitality industry to international standards.

Constructed by the Shanker Group, the hotel broke ground in 2016 and officially opened in July 2024 after several delays. Its modern design featured vertical glass fins inspired by Buddhist prayer flags that shifted hues with light, offering world-class amenities including restaurants, a spa, event spaces, and a rooftop bar overlooking the Himalayas.

With an investment of approximately ₹8 billion, Hilton housed 176 rooms and multiple banquet halls. Designed as an “immediate occupancy” building, it incorporated seismic safeguards crucial for Nepal’s earthquake-prone terrain. The fire not only destroys a physical landmark but also represents a major setback for Kathmandu’s tourism and luxury hospitality ambitions.


Tourists Stranded in Nepal as Gen Z Protests Force Kathmandu Airport Shutdown

Tourists Stranded in Nepal as Gen Z Protests Force Kathmandu Airport Shutdown

By Manu Vardhan Kannan

Published on September 11, 2025

Hundreds of tourists from India and other nations are stranded in Nepal as Kathmandu Airport remains closed due to violent protests led by Gen Z against alleged corruption and the controversial social media ban imposed by the Oli government.

What started as a peaceful youth-led movement quickly escalated into violent clashes with security forces, resulting in several deaths. Demonstrators also attacked top politicians and set fire to their homes, prompting authorities to shut down airports and block major highways.

Tourists who had travelled for vacations are now trapped. A group from Navi Mumbai, visiting the Pashupatinath Temple, shared their distress: “We arrived on September 8, and the next day protests erupted. We are confined to our hotel and are extremely scared,” said one traveler.

The Indian Embassy has assured citizens that arrangements are underway for their safe return but has advised them to stay indoors until the situation stabilizes.

Foreign tourists are also affected. A German visitor reported, “Yesterday I saw a lot of smoke from hotels being set on fire. Innocent people are dying. It’s very sad. I hope everything will return to normal soon.”

Another member of the German group said, “We are safe, but we hope to leave tomorrow. The situation is unfortunate.”

With the protests continuing and uncertainty prevailing, stranded tourists anxiously await safe passage, as authorities work to restore order and ensure their evacuation.

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