Singapore continued to see strong demand from the Indian market in 2025, welcoming over
1.2 million visitors from India, with around a 1% increase from 2024, reinforcing India’s
position as one of Singapore’s key visitor source markets. This momentum reflects broader
global trends, with International Visitor Arrivals (IVA) reaching 16.9 million in 2025,
representing 2.3% growth compared to 2024 and underscoring Singapore’s sustained
appeal across international markets.

The tourism sector demonstrated steady growth in 2025, with global tourism receipts (TR)
reaching S$23.9 billion in the first three quarters, a 6.5% increase from 2024 and the highest
TR recorded for this period. Tourism receipts (TR)* from India totalled S$1.17 billion during
the same period, representing a 5% year-on-year increase.

2025 India Market Highlights

Marking 60 years of diplomatic relations between Singapore and India, 2025 was a
milestone year with deepened engagement and sustained travel growth.

Singapore Tourism Board (STB) launched the year-long “Just Between Us Friends”
campaign in January 2025, bringing together travel agencies, airlines, payment companies,
and shopping malls to offer exclusive deals that enhanced Singapore’s appeal to Indian
travellers like never before. The campaign extended beyond leisure travel to include MICE,
introducing exclusive privileges for Indian incentive groups travelling between August 2025
and March 2026 through partnerships with Sentosa, IndiGo, Singapore Airlines and island
hotels.

Additionally, STB launched a series of strategic marketing partnerships to strengthen
Singapore’s brand affinity in India. These included collaborations with Nickelodeon, the 60
Insiders advocacy panel, and the Gamechangers Studio— initiatives targeting consumers
through authentic Singapore insider narratives. The flagship “Is This Even Singapore” social
media campaign, launched in June 2025 under the Friends of Singapore programme,
featured content creators showcasing immersive travel experiences and achieved a reach of
more than 145 million. Meanwhile, the Nickelodeon “FamJam in Singapore” campaign
incorporated content integration and an interactive game that generated strong audience
engagement within the family segment and won a GOLD award at the prestigious GEMA
Asia Awards 2025, a global platform celebrating outstanding marketing excellence and
brand innovation. 

STB further enhanced the travel experience through partnership with NPCI International,
enabling UPI payments across more than 130,000 merchants in Singapore, including duty-
free stores at Changi Airport – providing Indian visitors with familiar and convenient payment
options.

Building on this momentum, STB signed its first-ever MoU with an Indian airline, IndiGo, in
July 2025 to boost leisure and business travel from India to Singapore and drive bookings
through IndiGo’s network. This year-long partnership enhances connectivity from secondary
cities and showcase Singapore’s diverse appeal through fresh experiences at both iconic
and hidden destinations.

STB hosted the largest Meetings & Incentive (M&I) group movement from India to Singapore
in 2025, organised by Sun Pharma- India’s largest and the world’s fourth largest global
specialty generic pharmaceutical company- for over 6,000 employees. This milestone
demonstrates Singapore’s strong positioning as a premier M&I destination for large-scale
Indian corporate groups.

Reflecting on India market’s performance, Markus Tan, Regional Director, India, Middle East,
South Asia and Africa, Singapore Tourism Board (STB), said: “2025 marked a milestone
year for Singapore-India tourism as we celebrated 60 years of diplomatic ties. We’re
heartened that over a million Indian visitors chose Singapore, driving robust tourism
spending and demonstrating the market’s continued confidence in our destination. What
excites us most is the diversity we’re seeing – from leisure travellers seeking authentic
experiences to major corporates choosing Singapore for their MICE events. This success
stems from our sustained partnership approach, enhanced connectivity, seamless travel
experiences and marketing campaigns that truly connect with Indian travellers. I want to
thank our Indian stakeholders – our airline partners, travel agent, corporates and media-
whose collaboration has been instrumental in this growth. Together, we’ve strengthened the
deep bonds between our nations and reinforced Singapore’s position as a destination that
offers both the familiar and the extraordinary.”

2025 Tourism Highlights: Sustaining Growth Through Ongoing Efforts to Enhance
Destination Appeal

New Attractions

Several major attractions opened in 2025, enhancing Singapore’s destination appeal. These
included Rainforest Wild as Singapore’s fifth wildlife park and Asia’s first adventure-based
zoological park and Curiosity Cove as Singapore’s largest indoor playscape with over 30
experiential features at Mandai Wildlife Reserve. Other notable additions were Jurassic
World: The Experience at Gardens by the Bay’s Cloud Forest and Singapore Oceanarium at
Resorts World Sentosa.

Rejuvenation Efforts to Enhance Existing Attractions

Rejuvenation efforts enhanced existing attractions, such as Chinatown Heritage Centre
which reopened with immersive exhibits and character-led tours, and SuperPark’s expansion
with climbing walls, trampoline arenas, and a games arena. Singapore Flyer refreshed its
Time Capsule with a pre-flight experience featuring 10 interactive themed zones showcasing
Singapore’s 700-year transformation.

New Cruise Experiences

Singapore welcomed new homeported ships including StarDream Cruises’ Star Voyager,
Royal Caribbean International’s Ovation of the Seas, and The Ritz-Carlton Yacht Collection’s
Luminara, further expanding itinerary choices and diversifying cruise options for passengers.

Year-Round Calendar of Events and Entertainment

Singapore maintained its position as Asia’s premier events capital with a diverse portfolio of
world-class events throughout 2025. Key highlights included ART SG, Southeast Asia’s
leading international art fair during Singapore Art Week, which featured 105 galleries from 30
countries and attracted more than 41,000 visitors. The FORMULA 1 (F1) Singapore Airlines
Singapore Grand Prix continued to be a major draw, with total attendance reaching 300,641
over the three-day event—an 11.7% increase from 2024.

New Hospitality Products

The hospitality industry saw significant expansion with new openings including Raffles
Sentosa Singapore (Singapore’s second Raffles property and first villa-only hotel), Mandai
Rainforest Resort by Banyan Tree, The Laurus at Resorts World Sentosa (Singapore’s first
The Luxury Collection property), Mett Singapore (Southeast Asia’s first Mett property by
Sunset Hospitality Group), and Mama Shelter (the first Mama Shelter property in Asia).

New Lifestyle Experiences

Exclusive first-in-region events further reinforced Singapore’s position as a premier lifestyle
destination, with CHANEL selecting Singapore as the sole global location to host its Cruise
2025/26 Collection show following its original presentation at Lake Como, Cartier’s Nature
Sauvage high jewellery showcase where Singapore was one of only three international
destinations and the sole Southeast Asia stop, and Louis Vuitton’s first regional Savoir Rever
exhibition infusing local cultural heritage into the luxury brand experience.

Meetings, Incentives, Conventions & Exhibitions (MICE)

The MICE industry reinforced Singapore’s appeal as a premier business events destination,
with Singapore ranking 3rd worldwide and 1st in Asia-Pacific according to the International
Congress and Convention Association, and 2nd in Asia-Pacific in the Global Destination
Sustainability Index.

Looking Ahead: Pipeline for 2026

The steady tourism performance in 2025 and continued development of new products and
experiences provide a strong foundation for Singapore’s Tourism 2040 vision.

New experiences will debut in 2026, including innovative entertainment concepts such as
AndSoForth’s flagship multi-concept immersive destination and the return of Cirque du
Soleil’s KOOZA, the production’s only Southeast Asia stop. Other highlights include BTS
performing four nights as their longest stop in Asia outside of Korea and Japan for the BTS
World Tour, Disney Cruise Line’s first Asia homeport, the new sprint race at the 2026
FORMULA 1 (F1) Singapore Airlines Singapore Grand Prix, the renewed STB-Disney
Partnership featuring the Children’s Festival and the second edition of Garden of Wonder,
Exploria and phase 2 of the Rainforest Wild at Mandai Wildlife Reserve and the opening of
the Grange Road Events Space by LiveNation by end-2026.

Speaking about the outlook and strategy for 2026, Tan further added: “Looking ahead, the
outlook for Indian outbound travel remains exceptionally strong, and STB is positioned to
ride this growth momentum. In 2026, we’re launching targeted campaigns for millennials,
Gen Z and family segments, anchoring our promotional efforts around a compelling pipeline
of new experiences, cruise products and major sporting and lifestyle events. We’re
strengthening partnerships with travel intermediaries while expanding into cities outside the
metros. At the same time, we’ll continue building MICE demand through targeted
engagement with incentive travel planners and corporate clients. We look forward to working
closely with our Indian travel partners, content creators, and industry stakeholders to bring
these exciting initiatives to life and continue strengthening the tourism ties between our two
nations.”