Market insights snapshot - Singapore

Market trends

• Top 3 drivers* for Singaporean are Food (75 per cent), Attractions (65 per cent) and Weather – cool/cold climates (62 per cent). 
• As of YE Nov'24, Singapore is the number six market with visitor arrivals at 413,690, +15 per cent YoY growth. Spend has reached 1.6Bn as of YE September 2024, with 82 per cent repeat visitation and 59 per cent Holiday visitors. 
• By Mar 2025, flight capacity (SIN-AUS) will exceed 110 per cent, with 256 flights and more than 87,000 seats per week, which should start easing airfares and stimulate further holiday demand to Australia.

*Source: Skyscanner Singapore Travel Trend 2025

Buyer snapshot

• Travel Wander is a special-interest agency that curates outdoor-focused experiences, connecting travellers with nature through cycling, hiking, running, walking, and more. They design leisure-filled adventures tailored to individual interests, ensuring every traveller enjoys a unique and engaging journey in the great outdoors.
• Beyond Footprints Travel is a bespoke travel agency specialising in luxury, tailor-made travel experiences. Focusing on authentic cultural encounters, sustainable tourism, and personalised itineraries, they create unforgettable journeys. From wellness retreats to luxury wildlife safaris, Beyond Footprints crafts transformative adventures that inspire and enrich every traveller.
• Aura World is a boutique luxe agency who specialises in creating personalised travel experiences that immerse travellers in the heart of each destination. With insider knowledge and a commitment to exceptional service, they curate journeys featuring hidden gems, cultural richness, and unforgettable moments, ensuring every adventure is as unique as its traveller.
• There are a total of 27 buyers from 24 companies including 18 Primary, four Luxe and five Platinum delegates attending from Singapore.

Consumer trends

• Singaporeans are consuming social media platform such as TikTok, Xiaohongshu (Red Note), and YouTube for travel inspiration. 
• Expecting to gain popularity in 2025 are less crowded places, off-the-beaten path and cooler destinations with milder climates (Coolcation). 
• Increasing trend of Singapore travellers seeking ‘Noctourism’ stargazing, constellation tracking, chasing Northern lights and visiting darker sky destinations.  
• Demand for customised, small private groups made up of families (multi-generation) and friends.
• In terms of competitive set, Australia continues trending upward, with second-highest awareness, consideration and active planning, just behind Japan.