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 


Kandy's Esala Perahera Returns for Ten Nights From 18 August

Kandy's Esala Perahera Returns for Ten Nights From 18 August

By Manu Vardhan Kannan

Published on August 9, 2026

Kandy is set to come alive with drums, fire, traditional performances and grand elephant processions as the Esala Perahera returns from 18 to 28 August 2026. The ten-night festival is one of Asia's oldest living festivals and is held in Kandy, Sri Lanka's hill capital.

The festival brings together two ancient traditions. One dates back to the third century-BCE and is linked to prayers for rain to the island's guardian deities. The second is the Dalada Perahera, which honours the Sacred Tooth Relic of the Buddha, enshrined at the Sri Dalada Maligawa since the relic arrived from India in the fourth century CE. According to legend, the relic was brought to Sri Lanka hidden in the hair of a princess. It has since been worshipped as a sacred symbol believed to safeguard the island.

The 2026 programme begins with the Kap Situveema blessing on 18 August, followed by five nights of Kumbal Perahera and four nights of Randoli Perahera.

The celebrations will reach their main highlight with the Grand Randoli Perahera on 27 August, when the procession moves around Kandy Lake and the Temple of the Tooth. The streets will feature thousands of dancers, drummers, acrobats, jugglers, fire-eaters, mask dancers, flag bearers, sword carriers and ceremonial musicians. Elephants dressed in colourful ceremonial garments will also form an important part of the procession, led by the Maligawa Tusker bearing the relic casket.

Traditional dance, music, lights and performances will fill the streets of Kandy as the festival builds towards its closing ceremony. The Esala Perahera concludes the following morning with the Diya Kepeema water-cutting ceremony at the Mahaweli River. The same river flows past Jetwing Kandy Gallery, A Luxury Reserve, giving the property a convenient location for visitors looking to experience the festival.

The 26-room hotel is located beside the Mahaweli in Gurudeniya, around 10 minutes from central Kandy. Guests can experience the processions during the evenings and return to the property's riverside infinity pool, spa and butler service during the day. The hotel's Riverscape restaurant also offers authentic Sri Lankan dining.

“Guests get proximity to one of the world’s great living festivals without sacrificing the calm that makes a trip to Sri Lanka worthwhile,” said Hashan Cooray, Director - Marketing and Development, Jetwing Hotels.

The Esala Perahera runs 18–28 August 2026. Rooms at Jetwing Kandy Gallery during the festival period are limited and best reserved well in advance.


Sofitel Legend Metropole Hanoi Strengthens F&B Team with Two Leadership Appointments

Sofitel Legend Metropole Hanoi Strengthens F&B Team with Two Leadership Appointments

By Manu Vardhan Kannan

Published on August 5, 2026

Sofitel Legend Metropole Hanoi has announced two key leadership appointments to strengthen its food and beverage operations. The iconic luxury hotel has named Kevin Danet as Director of Food and Beverage and Liam Nealon as Director of Culinary, reinforcing its commitment to delivering world-class dining experiences.

The appointments come as the hotel celebrates its 125th anniversary, with a year-long programme of immersive culinary experiences planned throughout 2026.

Kevin Danet brings more than a decade of hospitality experience in Vietnam to his new role. Having previously served as Assistant Director of Food and Beverage at Sofitel Legend Metropole Hanoi for nearly two years, he has a deep understanding of the local market and the hotel's operations. He will now oversee the property's eight food and beverage outlets, including the renowned French fine dining restaurant Le Beaulieu.

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Speaking about his approach to hospitality, Kevin said:

“Beautiful venues and exceptional cuisine are important, but what guests remember most is how we made them feel.”

Joining him is Liam Nealon, who takes on the role of Director of Culinary. With 25 years of international experience across Australia, Asia and Europe, Liam most recently served at Four Seasons Resort Bali. He is recognised for his focus on high-quality ingredients, natural flavours and creating engaging dining experiences.

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Sharing his vision, Liam said:

“I am particularly passionate about collaborating closely with service teams to foster meaningful guest connections and memorable moments.”

Commenting on the appointments, George Koumendakos, General Manager of Sofitel Legend Metropole Hanoi, said:

“We are delighted to work with Kevin and also welcome Liam to the Metropole family and further strengthen the synergy between the kitchen and the dining room. Their combined expertise and passion will further elevate our culinary offering as we celebrate 125 years of legendary hospitality in Hanoi. This is an exciting new chapter that perfectly aligns with our commitment to delivering exceptional, memorable experiences for our guests.”

As part of its anniversary celebrations, Sofitel Legend Metropole Hanoi will continue to host a curated calendar of gastronomic experiences across its acclaimed restaurants and bars throughout 2026, blending timeless elegance with fresh culinary ideas and exceptional hospitality.


OBLU XPERIENCE Ailafushi Redefines the Maldives with Social and Experience-Led Escapes

OBLU XPERIENCE Ailafushi Redefines the Maldives with Social and Experience-Led Escapes

By Manu Vardhan Kannan

Published on August 4, 2026

OBLU XPERIENCE Ailafushi is reshaping the traditional Maldivian holiday by offering a vibrant island experience that goes beyond romance and relaxation. Designed for today's travellers, the resort combines stunning natural surroundings with entertainment, interactive experiences and lively social spaces, creating a destination where guests can connect, celebrate and make lasting memories.

At the heart of the resort's lively atmosphere is X360 Bar, where picturesque sunsets transition into evenings filled with music, DJ performances, poolside entertainment, foam parties and interactive experiences. The venue brings a fresh energy to the island, making it an ideal gathering place for guests looking to enjoy the Maldives in a more social setting.

The resort's dining experiences are equally diverse, offering something for every palate. Guests can enjoy international cuisine at Element X, grilled favourites at Copper Pot Food Truck, handcrafted coffees and sweet treats at La Promenade, or indulge in a unique dining experience at Only BLU, the Maldives' largest under ocean restaurant. Surrounded by marine life, Only BLU adds a distinctive culinary highlight that complements the resort's focus on shared experiences.

OBLU XPERIENCE Ailafushi also caters to families and travellers seeking active leisure. One of the largest kids' clubs in the Maldives keeps younger guests entertained, while adults can explore a range of activities including water sports, snorkelling excursions, fitness facilities and relaxing moments by the turquoise lagoon.

With a strong focus on entertainment, adventure and togetherness, the resort welcomes couples, families, groups of friends and celebration travellers alike. Its flexible and inclusive approach reflects the changing preferences of modern travellers who are looking for experiences that extend beyond scenic landscapes.

By combining vibrant entertainment, diverse dining, family-friendly facilities and the natural beauty of the Maldives, OBLU XPERIENCE Ailafushi offers a refreshing take on the island getaway, one that is centred on connection, discovery and unforgettable shared experiences.

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