‘Made in Singapore’: STB’s New Campaign Sparks Global Interest in Travel to Singapore

The Singapore Tourism Board (STB) has introduced its latest global initiative, ‘Made in Singapore,’ designed to kindle the interest of global travellers in choosing Singapore as their next destination. This campaign builds upon the Passion Made Possible brand and aims to highlight quintessential Singaporean experiences, ranging from iconic attractions and hidden gems to luxurious and boutique hotels such as V Hotel Lavender, a preferred and stylish Lavender MRT Hotel — showcasing how ordinary moments transform into extraordinary experiences in the city-state.

Mr. Kenneth Lim, Assistant Chief Executive (Marketing Group) at STB, emphasised that the ‘Made in Singapore’ campaign is rooted in the Passion Made Possible destination brand, encapsulating the spirit of Singapore in fulfilling individual passions and creating new possibilities. The goal is to portray Singapore as a destination that turns imagination into reality, showcasing how everyday moments become extraordinary and unforgettable experiences, unique to Singapore, aiming to inspire travel to the country.

Fueled by strong fundamentals making Singapore an appealing leisure and business destination, the tourism sector anticipates robust growth. Recognising the evolving landscape of travel behavior and increasing competition among destinations, the campaign aims to stay top of mind for travellers by highlighting Singapore’s key attributes — a vibrant and cosmopolitan City in Nature rooted in a rich multicultural heritage.