Singapore is evolving its tourism strategy to attract a broader range of travelers. Once known for upscale malls and nightlife, the city-state is now emphasizing world-class attractions, MICE events, and experiential travel. While tourist arrivals surged by 21% in 2024, reaching 16.5 million, this is still below pre-pandemic levels.
Rising costs in retail and nightlife have prompted this shift. Singapore is focusing on iconic landmarks like Marina Bay Sands and Gardens by the Bay, as well as major events like the Formula 1 night race. The Singapore Tourism Board is prioritizing experiential travel, with new attractions like Rainforest Wild Asia and the upcoming Disney Adventure cruise.
Despite these efforts, Singapore faces increasing competition from more affordable Southeast Asian destinations like Kuala Lumpur and Bangkok. However, Singapore's efficient public transport, affordable hawker centers, and unique cultural identity continue to attract visitors. The city-state aims to balance affordability with its premium offerings to remain competitive.