Singapore updates its tourism initiatives to attract Vietnamese tourists in 2024.

The outlook for Singapore's tourism industry in 2024 is extremely positive. The Singapore Tourism Board (STB) forecasts strong growth in international visitor numbers, estimated at 15 to 16.5 million, along with projected tourism revenue of S$27.5 billion to S$29 billion. Vietnam is expected to continue to be a key market, contributing significantly to Singapore's impressive tourism growth.

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Since international travel resumed in 2022, Singapore's tourism industry has seen a strong recovery. In 2023, Singapore welcomed over 13.6 million international visitors, including more than 458,000 from Vietnam. In just the first five months of 2024, over 155,000 Vietnamese tourists visited Singapore. These figures confirm that Singapore remains a popular destination for Vietnamese travelers. This positive trend is expected to continue throughout 2024, along with expectations of a significant increase in the number of Vietnamese visitors to the island nation.

To maintain its competitive edge, STB focuses on promotional strategies that enhance interaction with fans and visitors, while expanding its reach to attract more international tourists, including those from Vietnam. This strategy is further reinforced by Singapore's tourism industry's commitment to consistently delivering high-quality experiences. Furthermore, to further increase its attractiveness to international visitors, the Singapore government has invested S$300 million in the Tourism Development Fund. This fund supports businesses in the industry to enhance experiences and improve products, ensuring the island nation maintains its position as a leading destination.

Officially launched in September 2023, the global "Made in Singapore" brand campaign captured the attention of Vietnamese travelers by celebrating quintessential Singaporean experiences, from iconic landmarks to lesser-known "hidden gems," and how ordinary moments are transformed into unexpected adventures. In addition, STB Vietnam collaborated with celebrities such as Gin and Puka, the Cam Cam family, Monsimi and Misoa, etc., to share authentic experiences and exciting activities in Singapore with Vietnamese tourists. Through efforts to tell a wonderful Singapore story with skillful storytelling, accurate target audience identification, and enhanced communication effectiveness, these collaborative initiatives were consistently implemented in line with STB's core brand promotion strategy.

Singapore has selected and developed a range of attractive tourism and lifestyle products to appeal to visitors with diverse interests and passions. Recently, Clarke Quay has been transformed into a vibrant lifestyle hub with an impressive transition from day to night, a prime example of the harmonious blend of rich heritage and modern appeal. Furthermore, the anticipation and excitement of visitors for new exhibitions such as “The World of Studio Ghibli” and “Harry Potter: Visions of Magic” contributes to a lively atmosphere, promising unique experiences. The Mandai Wildlife Sanctuary will welcome Rainforest Wild and many new activities to further expand its range of experiences and sustainably conserve wildlife. These new experiences are expected to open to visitors in phases over the coming years. More detailed information about new amusement parks and upgraded attractions in Singapore can be found in Appendix A and Appendix B.

Singapore also has a host of exciting and engaging entertainment events coming up from now until the end of the year. These range from global pop culture shows and lifestyle events to major music festivals. In addition, locals and visitors can look forward to popular year-end festivities such as Christmas on a Great Street, Christmas Wonderland at Gardens by the Bay, and the Marina Bay Singapore Countdown. Singapore's music scene also promises to be vibrant, with upcoming performances by the Korean group BABYMONSTER, music icon Jay Chou, superstar Andy Lau, and singer Dua Lipa.

Furthermore, with the goal of solidifying Singapore's position as the "World's Best MICE City," STB launched a new global marketing campaign earlier this year. As part of the campaign, the global MICE campaign video showcased Singapore's outstanding advantages to audiences, from its access to new markets to its reliability, safety, innovation, and sustainability. The video's content was inspired by MICE events held in Singapore, as well as pioneering conferences that fostered positive transformation, thereby affirming Singapore's leading position in key sectors.

The diverse schedule of entertainment and MICE events contributes to the island nation's dynamism, especially as Singapore's tourism industry continues to welcome back more visitors. This rich and engaging array of events helps maintain its international market recognition and solidifies Singapore's position as an attractive entertainment and MICE destination. From vibrant festivals and lifestyle programs to business events and conferences, Singapore offers a variety of exciting activities to ensure everyone can enjoy and discover experiences that suit them.

"Singapore has consistently strived to enhance the visitor experience through strategic partnerships and innovative promotional programs. These have laid a solid foundation for our destination to become more attractive to international travelers and maintain a competitive edge in today's increasingly competitive market. Our tourism industry looks forward to welcoming more visitors from Vietnam, inviting them to discover a unique Singapore with its distinctive blend of creativity, cultural identity, and hospitality. With a long-term commitment to Vietnam, STB will continue to work with industry partners, including leading businesses, influencers, media outlets, and more, to create quality tourism products and implement campaigns specifically tailored for Vietnamese travelers. We hope to inspire many new journeys of discovery," said Ms. Serene Ng, Head of Singapore Tourism Board in Vietnam.

Looking ahead, STB is committed to fostering sustainable growth and adapting flexibly to global trends. Over the next decade, the increasing demand for quality lifestyle experiences, the thriving Southeast Asian economy, and technological advancements are creating countless opportunities for the tourism industry.