Singapore’s tourism industry is on the brink of reaching its pre-pandemic stature.
- The Singapore Tourism Board (STB) has reported a surge in tourism revenue and visitor numbers, edging close to 2019 figures.
- In 2023, Singapore welcomed 13.6 million visitors, achieving 71% of its 2019 volume.
- A resurgence is driven by ‘revenge travel’ and new attractions, with significant growth from key markets like the UK.
- Luxury hospitality and new leisure experiences are enhancing Singapore’s appeal.
Singapore’s tourism sector is making remarkable strides towards recovering its pre-pandemic figures. The Singapore Tourism Board (STB) has reported a significant uptick in both tourism revenue and visitor numbers, suggesting a promising recovery trajectory. In 2023, Singapore attracted 13.6 million visitors, equating to about 71% of its 2019 visitor numbers. Although the visitor count has yet to fully recover, the revenue generated from tourism paints a more optimistic picture, nearing the financial achievements of 2019.
STB chief executive, Melissa Ow, expressed confidence in the upward trend, noting that the recovery is largely fuelled by a mix of ‘revenge travel’ and the introduction of new products. A noteworthy performance is seen from the United Kingdom, one of Singapore’s top ten markets, where over 473,000 British tourists visited in 2023, representing approximately 81% of pre-Covid figures. This strong recovery is further bolstered by the growing luxury and premium travel sectors.
The introduction of new accommodations and leisure attractions has been pivotal to this resurgence. In 2023, Singapore’s hotel inventory expanded by an additional 10,000 rooms, including high-profile openings such as The Singapore Edition and Artyzen Singapore. Looking ahead, the much-anticipated Raffles Sentosa Singapore is set to open on Sentosa Island, further enhancing the region’s hospitality offerings.
Additionally, Singapore’s reputation as a cruise hub is gaining traction, particularly among British travellers. The city-state’s strategic location and amenities make it an attractive starting point for exploring Southeast Asia. Melissa Ow praised the UK trade partners for their enthusiasm and support, emphasising the importance of familiarisation trips and continued collaboration to strengthen this relationship.
Moreover, Singapore’s ‘city in nature’ positioning maintains its popularity, especially within the UK market. Recent developments include Bird Paradise, a new attraction in the Mandai Wildlife Reserve, and the HyperDrive electric go-kart track, featured in a marketing campaign with former F1 driver Jenson Button. Plans to rejuvenate Orchard Road into a vibrant lifestyle destination are also underway, signifying Singapore’s commitment to remaining a top travel destination.
Singapore’s tourism recovery is a testament to strategic marketing and innovation, promising a strong return to pre-pandemic levels.
