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 


Uzbekistan, Uganda, and the Philippines Advance to Young Chef Olympiad Semi-Finals

Uzbekistan, Uganda, and the Philippines Advance to Young Chef Olympiad Semi-Finals

By Nishang Narayan

Published on February 8, 2025

Hyderabad witnessed an intense culinary showdown as the 11th edition of the Young Chef Olympiad, organized by the International Institute of Hotel Management (IIHM), concluded its Hyderabad round. Among nine participants, young chefs from Uzbekistan, Uganda, and the Philippines secured their spots in the semi-finals. They will now compete with 17 others from different cities in the next stage, scheduled for February 7 in Kolkata.

The Young Chef Olympiad, widely recognized as the world’s biggest culinary event, has seen its largest-ever participation this year, with 50 countries in contention. The first round of the competition was held across multiple cities, including Kolkata, Goa, Delhi, Bangalore, Pune, Ahmedabad, and Hyderabad. The top 20 chefs from this round will move on to the semi-finals, while only the top 10 will battle it out in the grand finale on February 8. The ultimate winner will claim a golden trophy and a cash prize of ₹10 lakh. Azerbaijan has dominated the competition for the past two years, winning back-to-back titles.

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Representing India in the competition is Ali Akbar, a student from IIHM Bangalore, who competed in Round 1 in Goa. Meanwhile, Bangladesh’s participant was unable to attend due to visa-related issues.

Speaking on the Olympiad’s remarkable growth, Dr. Suborno Bose, Chairman of IIHM and the International Hospitality Council (IHC), remarked, “What began as a small competition with 15 countries has now expanded to 50. This event is not just about winning; it’s about fostering friendships, professional networks, and unity through food. It also helps promote Indian culture and cuisine on a global platform.”

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This year, the Olympiad has embraced AI as its central theme, showcasing its impact on the culinary world. Dr. Bose highlighted how AI is revolutionizing the industry by enhancing meal personalization, optimizing kitchen operations, improving food presentation, and minimizing waste. “AI is cooking a lot in the culinary industry,” he quipped.

Held under the aegis of the International Hospitality Council, UK, the Young Chef Olympiad has been a premier global event since its inception in 2015. Organized by IIHM, a part of the Indismart Group, the competition continues to set new benchmarks in culinary excellence while celebrating cultural diversity through food.

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About IIHM

The International Institute of Hotel Management (IIHM) is a leading institution for hospitality education, with campuses across India and beyond. Renowned for its world-class training programs, IIHM has played a pivotal role in shaping future culinary leaders through platforms like the Young Chef Olympiad.


Japan Records Historic Growth in Indian Tourists, with 40% Increase in 2024

Japan Records Historic Growth in Indian Tourists, with 40% Increase in 2024

By Manu Vardhan Kannan

Published on February 3, 2025

Japan has witnessed an extraordinary year in tourism, with the number of Indian visitors soaring by 40% in 2024. A total of 233,000 Indian tourists visited Japan between January and December, a significant increase from 166,394 in 2023. This surge demonstrates the growing popularity of Japan’s unique mix of culture, modernity, and natural beauty.

The rise in tourism is largely due to enhanced air connectivity. In 2024, the Bengaluru-Tokyo route saw a boost, expanding to five weekly flights. The winter 2024-2025 schedule now includes 26 direct flights per week connecting major Indian cities like Delhi, Mumbai, and Bengaluru to Japan. Additionally, new codeshare agreements between airlines have made travel even more convenient, offering seamless connections from various cities in India.

Indian tourists have shown a strong preference for Japan, particularly in May 2024, when the country experienced its largest influx of visitors. The month saw an impressive 29,068 arrivals, a 61.6% year-on-year increase. This timing was perfect, coinciding with India’s summer holidays and Japan’s Golden Week, creating an ideal opportunity for families to explore the country.

While Tokyo remains a favorite destination, the year also saw a rise in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Indian corporate groups began extending their travels to regions like Kansai and Hiroshima, which are emerging as attractive alternatives to Tokyo. This shift reflects the growing interest in exploring a broader range of destinations for corporate events.

Japan is also making efforts to promote lesser-known yet breathtaking regions. The Japan National Tourism Organization (JNTO) has been highlighting attractions such as Hokkaido’s snowy landscapes, Tohoku’s autumn colors, and the Tateyama Kurobe Alpine Route’s awe-inspiring ‘Snow Wall.’ These efforts aim to encourage Indian tourists to discover Japan beyond the well-trodden paths of the ‘Golden Route.’

Looking ahead, Japan’s tourism momentum is expected to continue, especially with the upcoming “Expo 2025 Osaka, Kansai, Japan,” promising even more opportunities for Indian visitors to experience the country’s hospitality and cultural wonders.


The Ritz-Carlton, Naples Earns Prestigious LEED Silver Certification

The Ritz-Carlton, Naples Earns Prestigious LEED Silver Certification

By Nishang Narayan

Published on January 31, 2025

The Ritz-Carlton, Naples, a landmark on Florida’s Paradise Coast, has been awarded LEED Silver Certification by the U.S. Green Building Council (USGBC) for its Vanderbilt Tower. This recognition highlights the resort’s commitment to environmental sustainability, reinforcing its role as a leader in the luxury hospitality industry.

Sustainability at the Core of Expansion

The newly added Vanderbilt Tower features Ocean View guest rooms and suites, the Mediterranean restaurant Sofra, and The Ritz-Carlton’s largest Club Lounge in North America. Throughout its design and construction, the tower adhered to LEED (Leadership in Energy and Environmental Design) standards, focusing on energy efficiency, water conservation, sustainable materials, and indoor air quality.

Mark Ferland, Area General Manager for The Ritz-Carlton Resorts of Naples, shared his enthusiasm for the achievement:
"We are delighted to receive this prestigious certification after the time and care put into the resort’s transformation. It was an honor to work closely with city officials and conservation organizations to ensure our expansion reflected The Ritz-Carlton’s commitment to sustainability and positive social impact while preserving the natural beauty of our surroundings."

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Green Initiatives and Recognitions

The Ritz-Carlton, Naples has also been recognized by the State of Florida’s ‘Florida Green’ initiative, earning a ‘Three Palm’ designation for its environmental efforts, including:
Conservation education for guests
Water-saving and energy-efficient measures
Reuse and recycling programs
Improved indoor air quality standards

Eco-Friendly Guest Experiences

Beyond the Vanderbilt Tower, the resort has incorporated sustainable practices across its operations. Initiatives include:
Refillable dispensers for shampoo, body wash, and conditioner to reduce plastic waste
Recycling containers in every guestroom to support waste separation
Green meeting and event options, including carbon offset programs
Ritz Kids sustainability education, developed in partnership with the Conservancy of Southwest Florida

A Legacy of Luxury and Sustainability

The Ritz-Carlton, Naples continues to set the benchmark for luxury and responsible tourism. Following its 2023 transformation, the resort now offers 474 elegantly designed guestrooms and suites, award-winning restaurants, an opulent 51,000 sq. ft. spa, and a redesigned arrival experience.

As a multi-year AAA Five-Diamond award winner, The Ritz-Carlton, Naples continues to redefine eco-conscious luxury, ensuring an unparalleled experience for guests while making a positive impact on the environment.

For more details, visit www.ritzcarlton.com.

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