Singapore Tourism Board Launches New Partnership To Boost Trade And Marketing In India

Published on March 25, 2025

To enhance Singapore’s visibility in India, the Singapore Tourism Board (STB), Changi Airport Group (CAG), and Sentosa Development Corporation (SDC) have unveiled a groundbreaking year-long partnership, marking their inaugural joint initiative aimed at the Indian market. Running from April 1, 2025, to March 31, 2026, this collaboration is designed to elevate Singapore’s brand presence, strengthen ties with India’s travel trade, increase awareness of Sentosa’s diverse offerings, and reinforce Singapore’s status as a leading global aviation hub.

The partnership will spotlight innovative and updated experiences in Singapore, with a particular focus on attracting high-value Indian travellers. A key component of this collaboration is the Friends of Singapore Fellowship (FOSF) programme, which will bring 30 prominent Indian digital influencers to Singapore. These content creators will produce engaging material that showcases curated experiences throughout Singapore, including highlights of Sentosa Island and Changi Airport, presenting a revitalized and dynamic image of Singapore to Indian audiences.

This collaboration marks a significant moment as 2025 celebrates the 60th anniversary of diplomatic ties between India and Singapore. To commemorate this occasion, the Singapore Tourism Board (STB) has introduced the Just Between Us Friends programme, providing exclusive deals and discounts for Indian travellers who present their passports at popular Singaporean retailers such as Jewel Changi Airport, ION Orchard, Paragon, and Capitaland malls, along with special offers through Changi Airport Group and Singapore Airlines. Visitors from India can also enjoy a complimentary treat at Sentosa and Disney-themed surprises at Mustafa Centre. This initiative is designed to strengthen connections with Indian tourists and encourage them to discover even more of Singapore during their travels.

The announcement of this tripartite partnership follows STB’s largest-ever B2B roadshow, held across Mumbai, Chandigarh, and Bengaluru. The event featured 63 exhibitors, an increase from last year’s 50, including hotels, airlines, cruise lines, and destination management companies. With over 700 travel professionals attending across the three cities, the roadshow highlighted the rising demand for Singapore as a top holiday destination for Indian travellers. In 2024, Singapore welcomed 1.2 million visitors from India, marking a nearly 12% growth compared to the previous year, positioning the destination to capture an even larger share of India’s outbound tourism market.

The roadshow also marked STB’s first appearance in Chandigarh, as part of its strategy to reach beyond India’s major urban centres. The Union Territory has become a key area for potential travel growth, with an increasing number of Chandigarh residents seeking short-haul holidays and new international experiences.

As the Singapore Tourism Board (STB) intensifies its marketing efforts and strengthens trade relations with India, this tripartite partnership underscores the country’s strategic focus on India as a vital source market for Singapore’s tourism. It reflects STB’s ongoing dedication to enhancing its promotional initiatives and deepening its connections within the Indian travel sector.