India delivers again: Singapore sees over half mn visitors in H1 2025; charts next-level trade outreach
Singapore Tourism Board and its 61 tourism partners at India roadshow
As Singapore Tourism Board is turbocharging its outreach to Indian travellers through curated experiences, stronger trade partnerships, over 40% repeat visitations have been observed, signalling a robust base of brand familiarity and interest in new offerings.
As Singapore claims the No. 1 spot on the latest Henley Passport Index, offering visa-free access to 193 destinations, it reflects the island nation's growing confidence as a world tourism leader. And at the heart of its consistent growth graph lies India—one of its fastest-expanding, 3rd largest and most promising source markets. Riding on a wave of increasing arrivals and shifting traveller aspirations, Singapore Tourism Board (STB) is turbocharging its outreach to Indian travellers through curated experiences, stronger trade partnerships, and increased regional outreach.
A market that delivers
Speaking at a recent trade event in New Delhi, Markus Tan, Regional Director (India, Middle East, South Asia & Africa) of Singapore Tourism Board, underlined the pivotal role India plays in Singapore’s post-pandemic tourism recovery. STB data shows India as Singapore’s third-largest source market in 2023, contributing over 1.1 million visitor arrivals. For 2024, 0.5 million arrivals between Jan to May marked a 5.1% increase.
“Indian visitor numbers to Singapore have shown solid growth this year as well, with January clocking a 4% YoY rise, followed by 14% in February and 5% in March. To cross the half-a-million mark already in the first five months of the year is no small feat,” said Tan, adding that India continues to be one of the most resilient markets for Singapore. He also attributing the growth and repeat visitations to Singapore’s deep cultural and emotional connection with Indian travellers, noting the Indian diaspora in Singapore and strong government-to-government and business-to-business ties.
More notably, over 40% of Indian travellers to Singapore are repeat visitors, signalling a robust base of brand familiarity and interest in new offerings.
“We’re moving away from marketing Singapore as a checklist destination. Our new approach is to position Singapore as a return-worthy, evolving lifestyle destination,” Tan added.
STB, last month, launched a reimagined B2B roadshow format called next-generation roadshow series in India, bringing together more than 60 Singapore tourism partners to showcase the destination's latest developments through an innovative format. This innovative showcase format, created specifically for the Indian market, was held in New Delhi and Kochi and featured dedicated experience zones where tourism partners – including attractions, cruise lines, and destination management companies, presented Singapore's diverse offerings through immersive presentations.
In a symbolic gesture during these roadshows, the STB team also donned traditional Peranakan attire to bring a slice of Singaporean culture to India. “This is not just about tourism, but deepening emotional and cultural ties,” said Tan, sharing that this year marks celebration of 60 years of India-Singapore diplomatic relations. To rejoice this, STB also declared it’s “raining rewards” for Indian travellers which includes complimentary Sentosa ice creams, Complimentary attraction tickets Early hotel check-ins, among others.
Connectivity & Connections
Tan, while speaking during Delhi roadshow, also acknowledged that connectivity continues to be a significant driver. Singapore is now linked to 16 Indian cities via direct flights, operated by carriers such as Singapore Airlines, Vistara, Scoot, and IndiGo. This wide network has ensured deeper penetration into Tier II and III markets, where STB is investing in campaigns to tap aspirational, high-spending outbound travellers, he added. “Singapore is just a four-hour flight away from Mumbai — a perfect weekend getaway destination. We want the evolved, sophisticated Indian traveller to see Singapore as their playground for luxury, experiences, and excitement.”
To capitalise further, the board is launching fresh campaigns with IndiGo, Yatra, and TripAffiliate, while also rolling out a dedicated content creator program amplified by celebrity influencers.
STB will also roll out the “Singapore DMC Trade Partner Fam Support Scheme”, a pilot initiative to boost Indian travel agents' on-ground exposure to Singapore. The scheme enables Singapore-based Destination Management Companies (DMCs) to host tailored FAM trips for Indian agents, with the goal of inspiring more experience-rich itineraries for the Indian market.
The MICE Momentum
India remains a high-performing MICE source market for Singapore in 2025. This year alone, the city-state will host marquee events like Sun Pharma’s 6,100-delegate incentive trip and the CREDAI Natcon Convention’s debut Singapore edition, bringing over 1,000 Indian delegates this September. Notably, Singapore recently hosted its largest-ever Indian incentive group, marking a milestone in the destination’s MICE tourism strategy.
To further drive MICE traffic, STB India is extending its successful “Just Between Us Friends” campaign to the MICE segment. Between August 2025 and March 2026, newly secured Indian incentive groups can enjoy exclusive perks—including benefits from Sentosa’s nine island partners, city-wide tourism stakeholders, and enhanced air travel offerings from IndiGo and Singapore Airlines.
Sentosa remains top favourite
India continues to be a key focus market for Sentosa, with Indian arrivals showing a notable increase in length of stay—currently averaging three days. “We’ve always had strong traction with Indian families and tour groups, but now we’re seeing a significant rise in FITs—young, affluent, well-travelled couples and solo travellers who are seeking immersive, meaningful experiences,” said Michael Ma, Assistant Chief Executive, Sentosa Development Corporation . These new-age Indian travellers are drawn to Sentosa’s blend of nature, culture, and leisure. The island is also seeing increased interest from Indian MICE groups, especially in post-event incentive activities like beach experiences, theme parks, and wellness retreats.
To meet these evolving demands, Sentosa has launched innovative offerings such as Sensoryscape, an interactive 350-metre thoroughfare infused with AR technology, which has seen over 5 million visitors since its opening in 2024. Raffles Sentosa, an ultra-luxury all-villa property, is expected to appeal to India’s growing HNI travel segment. Other attractions like Harry Potter: Visions of Magic, Minion Land, and the soon-to-open Singapore Oceanarium offer high repeat value for Indian family and millennial travellers. A special Peranakan cultural showcase, on till end-August, adds a layer of local heritage engagement for Indian visitors seeking authenticity. “We recognise India not just as a volume market but as a diverse and discerning one—and we’re evolving Sentosa’s offerings to match that depth. As I always say, no two visits to Sentosa are the same,” Ma shared.
Besides Sentosa, Jurassic World, an Experience at Gardens by the Bay, Rainforest Wild Asia (Asia’s first rainforest-themed wildlife park), Mandai Rainforest Resort by Banyan Tree, Kada, a lifestyle precinct built in a refurbished 100-year-old hospital, now buzzing with cafés, pilates studios, and design boutiques, are some of the new offerings to look out for.
