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

Fusion Resorts Celebrate Global Wellness Month with Enriching Experiences

By Manu Vardhan Kannan

Published on May 28, 2025

Fusion, the wellness-inspired resort group, is set to welcome June with a vibrant month-long celebration of health and mindfulness across its properties in Vietnam and Thailand. Honouring Global Wellness Day (June 14) and International Yoga Day (June 21), Fusion's resorts will offer guests enriching wellness experiences, from beachside yoga to guided meditations and spa rituals.

The Fusionlife loyalty program enhances this celebration with exclusive perks on accommodation and dining. Guests can explore more about these wellness benefits at: fusionhotelgroup.com/fusionlife.

Fusion Resort & Villas Da Nang

This resort begins its journey on June 14 with outdoor yoga and an evening painting meditation at Maia Spa, fostering mindfulness and creativity. On June 21, International Yoga Day will feature early morning yoga and meditation, followed by a blend of yoga and painting in the afternoon—creating a thoughtful balance of movement and reflection throughout the month.

Fusion Resort Cam Ranh

Guests can enjoy a full day of activities on June 14, including tai chi on the beach, family yoga, detox sessions, and a kids' yoga class. The afternoon brings an organic hair conditioner workshop and chi nei tsang therapy. For International Yoga Day, the schedule includes surya namaskar by the ocean, vinyasa flow, nidra yoga, and more—designed to promote emotional balance and deep relaxation.

Alba Wellness Valley by Fusion

Nestled in the Trường Sơn Mountains, this resort offers a nature-immersed experience. Global Wellness Day begins with a forest hike and meditation, followed by a joyful "nature dance" and a healing hot spring soak. On Yoga Day, guests are invited for sunrise yoga beneath trees and a tranquil evening sound healing session using singing bowls.

Maia Resort Quy Nhon & The Ocean Resort Quy Nhon

The sister resorts are teaming up to offer a multi-day wellness retreat. Activities such as breath meditation, tai chi, qigong, and wellness workshops will take place in scenic venues, offering a deeply holistic wellness journey.

Fusion Suites Vung Tau

The “A Touch of Peace” workshop on June 22 will feature yoga breathwork, a singing-bowl meditation, and a reflective journaling session. The experience is designed to leave guests feeling calm, aware, and renewed.

HIIVE by Fusion Binh Duong

From June 9 to 15, guests can enjoy a complimentary perilla juice with any dish—a refreshing mix of perilla leaves, ginger, and orange—celebrating wellness in simple, flavourful ways.

GLOW Mira Karon Beach (Thailand)

A sunset yoga session by the beach, just steps from the ocean, will be held at this Phuket resort. Led by a professional coach, the experience is complemented by rejuvenating spa treatments and a tranquil setting, ideal for family-friendly wellness escapes.

This June, Fusion welcomes guests to reconnect with their inner selves, soak in natural beauty, and celebrate a mindful lifestyle, one moment at a time.

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Western Sydney Convention Centre Partners with Encore for Next-Gen Events

By Manu Vardhan Kannan

Published on May 27, 2025

The Western Sydney Convention Centre (WSCC) at the Panthers Precinct has entered a landmark partnership with Encore, a global leader in event technology and creative production, to serve as its in-house event production partner.

This collaboration comes on the heels of WSCC’s recent expansion, bringing its total event space to over 4,000 sqm, strengthening the region’s role as a premier destination for business and tourism, especially with the Western Sydney International Airport set to open next year.

Encore’s involvement further raises the bar for the precinct, bringing in advanced AV and production equipment, particularly to upgraded spaces beyond the main 1,000-seat WSCC venue.

With access to AI-powered event technologies, bespoke production services, and the largest LED inventory in APAC, clients can expect seamless, immersive, and high-quality event experiences. The Encore team will work closely with WSCC’s planning teams to ensure every event is personalised and flawlessly executed.

Charles Young, General Manager of WSCC, stated,

“Encore brings an unmatched suite of cutting-edge technologies to help us deliver elevated client experiences. This new partnership reflects our commitment to excellence and forward-thinking conference and event hospitality.”

Katherine Pfahl, Senior Director of Strategic Commercial Partnerships, Encore APAC, added,

“Our advanced production capabilities and innovative services will elevate every event at the venue. We look forward to making a significant impact together.”

As Western Sydney continues to grow as a major events destination, this partnership represents a shared commitment to delivering quality, innovation, and premium service.