Exploration Beyond the Horizon – Singapore is Simply Fun
NanjingApril 22, 2026 /PRNewswire/ — The Singapore Tourism Board’s 2026 Greater China Travel Trade Roadshow officially kicked off in Nanjing. The Singapore Tourism Board invited key strategic partners, including Changi Airport Group and Sentosa Development Corporation, along with tourism industry representatives and media from both China and Singapore, to gather at the event. Under the theme “Exploration Beyond the Horizon – Singapore is Simply Fun,” the roadshow unveiled Singapore’s new travel experiences and core marketing strategies for 2026, fostering in-depth exchanges among all parties to explore new momentum for tourism in the Lion City and jointly expand opportunities in the Chinese travel market.
Mr. Pan Zhengzhi, Chief Representative and Executive Director of the Singapore Tourism Board for Greater China, stated in his welcome address: “The Singapore Tourism Board has long been committed to deepening tourism resources and building a diversified tourism product ecosystem, unlocking more novel and exciting ways for Chinese tourists to explore. In 2026, the Singapore Tourism Board will further strengthen strategic collaboration with the industry. While continuing to meet the needs of various tourist segments, we will focus on key groups such as young professionals and family travelers, positioning Singapore as the ideal destination that is ‘Simply Fun’ for tourists of all ages.”
Mr. Pan Zhengzhi, Chief Representative and Executive Director of the Singapore Tourism Board for Greater China
Mr. Wu Xiangyun, Director of Business and Experience Development at Sentosa Development Corporation, remarked: “Leveraging strong growth momentum, China remains a key force in strengthening Sentosa’s position as a leading regional leisure destination. We continue to see strong interest from Chinese tourists in high-quality, meaningful travel experiences. As a must-visit lifestyle and entertainment destination, Sentosa offers seamless itineraries that blend exploration and meaning, integrating iconic attractions, natural scenery, beaches, and cultural heritage—just minutes from the city center. In the coming months, we will also launch a series of learning and educational programs for tourists of all ages, including student groups, families, and adults seeking enriching experiences during their vacations. These programs allow visitors to combine leisure with learning, creating significant differentiation from other destinations in the region.”
Mr. Bai Qiwei, Vice President of Passenger Development at Changi Airport Group, also noted: “China is Changi Airport’s largest source market. The deepening exchanges and tourism flows between China and Singapore have opened up broader opportunities for cooperation. Changi Airport will continue to work closely with Chinese airlines to further strengthen the route network to and from China, creating unique and memorable experiences for Chinese travelers at Changi Airport.”
Targeting Core Audiences: Strategic Upgrade in 2026
Looking back at 2025, the Singapore Tourism Board has consistently focused on deepening its presence in the Chinese market, achieving remarkable results through precise audience insights and innovative promotional models. The new marketing theme for the Chinese market, “Singapore is Simply Fun,” has built a precise promotional system targeting different customer segments, offering surprising and innovative ways to play for various types of travelers, while further activating the off-season tourism market. For young and mature professionals, the Singapore Tourism Board collaborated with well-known celebrities such as actor Wang Hedi and singer Liu Yuxin to create a series of themed promotional content. It also leveraged year-round entertainment events like concerts to strengthen the appeal of entertainment experiences and stimulate travel enthusiasm among this group. For senior travelers, the Singapore Tourism Board launched a senior travel product competition, co-creating products with industry partners nationwide. It also rolled out special promotional projects in collaboration with platforms like Kuaishou and communities like Modern Silver Age, and partnered with celebrities such as Zhao Yazhi and Wang Yaoqing to create brand content, continuously reinforcing Singapore’s image as a senior-friendly destination. Additionally, the Singapore Tourism Board has been deepening its presence in second-tier cities through diverse formats like travel trade roadshows, expanding market promotion channels.
Through close collaboration between the Singapore Tourism Board and various industry partners, Singapore welcomed 16.9 million international tourist arrivals in 2025, with Chinese tourists reaching 3.1 million, securing China’s position as Singapore’s largest source market once again. This fully demonstrates Singapore’s strong appeal and destination influence in the Chinese market. In the first nine months of 2025, Singapore’s tourism revenue reached 23.9 billion yuan, a record high for the same period, reflecting steady growth in high-quality tourism development and tourist spending. Meanwhile, Changi Airport, as a regional aviation hub, achieved a milestone with a record 69.98 million passenger throughput in 2025, a 3.4% year-on-year increase. China was Changi Airport’s largest and fastest-growing market, with passenger volume up 12.2% year-on-year, highlighting the sustained enthusiasm of Chinese tourists for visiting Singapore.
Building on its deep-rooted presence in the Chinese market and past strategic effectiveness, the Singapore Tourism Board will focus on core customer segments such as young professionals and family travelers in 2026, creating customized tourism products and targeted marketing initiatives.
For young professionals, the Singapore Tourism Board is launching the “Set Off! Singapore is Simply Fun” promotional campaign, breaking stereotypes about Singapore among young professionals and encouraging them to set aside “travel guide anxiety” to encounter unexpected surprises along the journey. This year, a series of measures will be implemented, including collaborating with travel industry partners to create more distinctive travel products tailored to the working demographic. At the same time, the Singapore Tourism Board will work with platforms like Xiaohongshu to gain deep insights into the behavioral traits of young professionals, capture their potential needs, and precisely reach target audiences through creative IP marketing activities.
Against this backdrop, the roadshow specially invited Mr. Hong Sujie, Director of Cross-Border Business at Xiaohongshu, to share insights on Chinese young professionals’ travel consumption patterns in Singapore under the theme “Inspiration to Travel: Targeting Gen-Z.” This provides travel industry partners with new ideas for product design and marketing promotion, helping to create tourism products that better meet the needs of Chinese tourists and achieve precise matching between supply and demand.
Mr. Hong Sujie, Director of Cross-Border Business at Xiaohongshu
In terms of experiences for family travelers, Singapore not only boasts a wealth of diverse study tour products but also integrates vivid practical learning into every play scenario. Singapore offers a variety of modular, themed light study tour programs covering fields such as technology, sports, culture, and nature. Whether for parent-child trips or three-generation outings, children can gain knowledge and growth during the journey. At the roadshow, the Singapore Tourism Board, in collaboration with multiple ground operators and attractions, launched customized “Edutainment” themed tourism products, such as the Singapore Science Centre’s Ocean-themed Sea Exhibition, the “From Sky to Future: Singapore Cable Car Sustainable Learning Experience,” and the Singapore Marine Ecology Park’s Coastal Heritage Guided Learning Program, offering one-stop solutions covering study, play, and accommodation needs. Meanwhile, the Singapore Tourism Board announced that it will launch a themed marketing campaign in mid-2026, continuing to bring exclusive surprises to family travelers.
Multi-Party Collaboration: Continuously Optimizing Visitor Experience
At the event, the Singapore Tourism Board, based on past close cooperation, signed a new memorandum of understanding with Changi Airport Group and Sentosa Development Corporation. The three parties will further deepen their strategic partnership, focusing on the entire travel journey of Chinese tourists—from entry services and destination experiences to product innovation—working together to continuously optimize the full-chain travel experience for Chinese tourists visiting Singapore, bringing higher-quality travel services to the Chinese market.
Singapore Tourism Board joins hands again with Sentosa Development Corporation and Changi Airport Group to open a new chapter of cooperation in 2026 (Left: Mr. Wu Xiangyun, Director of Business and Experience Development, Sentosa Development Corporation; Center: Mr. Pan Zhengzhi, Chief Representative and Executive Director, Singapore Tourism Board for Greater China; Right: Mr. Bai Qiwei, Vice President of Aviation Hub and Cargo Development, Changi Airport Group)
New Experiences in 2026: Precisely Matching Customer Needs
Aligning with the 2026 strategic direction and core customer needs, the Singapore Tourism Board unveiled a series of new attractions and upgraded experiences in Singapore at the roadshow, further enriching the destination’s tourism product portfolio. Whether for family trips or outings with friends, visitors can unlock diverse and fresh travel experiences in Singapore.
The newly created Exploria, developed by Mandai Wildlife Group, officially opened on March 3. Spanning approximately 10,000 square meters, it is one of Southeast Asia’s leading indoor nature-themed immersive experience spaces. Using immersive projection and interactive technology, the venue vividly presents scenes from prehistoric times to extreme natural environments, offering visitors a multi-dimensional natural adventure across time and space. The “Mafengwo AI Bot,” co-developed by the Singapore Tourism Board and Mafengwo, has been trialed at Exploria and Curiosity Cove within Mandai Wildlife Group, as well as at Sentosa’s Sentosa Sensoryscape. This marks the first overseas application of the “Mafengwo AI Bot.” The AI Bot can provide personalized route planning, bilingual (Chinese-English) attraction guides, and enrich parent-child study tour experiences through smart interactions, adding more fun and convenience to family trips. Meanwhile, Sentosa Development Corporation will launch a series of learning-oriented experiences for families and student groups, including an innovative cultural exploration game pack debuting this June. This experience uses gamified learning, allowing parents and children to complete challenge tasks together while gaining a deeper understanding of Sentosa’s rich history and culture.
In order: Exploria (Image source: Mandai Wildlife Group), ‘Mafengwo AI Bot’ (Image source: Sentosa Development Corporation)
In terms of accommodation, Singapore continues to ramp up high-quality offerings, fully upgrading the travel stay experience. The newly built Varel Singapore, a Tribute Portfolio Hotel, officially opened on April 1. Located in the vibrant Selegie Arts District, the hotel’s rooms blend South Asian design with modern comfort, creating an immersive stay experience rich in cultural heritage. The newly renovated Frasers House Singapore, a Luxury Collection Hotel, also stands out with its design inspired by Singapore’s Peranakan culture, offering a uniquely Singaporean cultural stay experience. Days Inn by Wyndham Singapore in Novena, upgraded from Value Hotel Thomson, will open in August 2026, offering high-value quality services and convenient, comfortable stays thanks to its prime location. Asia’s largest Mövenpick Singapore is set to open in 2027, blending classic Swiss elements with the Lion City to provide guests with an elegant and warm hospitality experience.
In order: Varel Singapore, a Tribute Portfolio Hotel (Image source: Marriott International); Frasers House Singapore, a Luxury Collection Hotel (Image source: Marriott International); Days Inn by Wyndham Singapore in Novena (Image source: Design Worx Interior Consultant Pte Ltd); Mövenpick Singapore (Image source: DP Architects)
Following the successful launch in Nanjing, the Singapore Tourism Board’s 2026 Greater China Travel Trade Roadshow will move to Xiamen on April 23. In the future, Singapore will continue to collaborate with travel industry partners to deeply explore the needs of Chinese tourists, bringing the “beyond the horizon” surprises and exciting experiences of the Lion City to more Chinese visitors.