Singapore Experiences Tourism Surge, Invites Families For A Thrilling Getaway With 600,000 Malaysian Visitors

Published on September 2, 2024

Explore how Singapore offers the perfect backdrop for Malaysian families to reconnect, create cherished memories, and enjoy unforgettable experiences.

The Singapore Tourism Board (STB) Malaysia is set to unveil a new initiative aimed at the burgeoning market of Malaysian families seeking a perfect getaway to foster family ties and unwind.

This initiative highlights Singapore as an ideal location for families, especially those with small children. It includes partnerships with Malaysian celebrities Farah Nabilah and Elecher Lee, who will share their personal stories of family vacations in Singapore and the deep connections fostered during these meaningful retreats.

There’s a significant demand for family travel, as revealed by Agoda’s Family Travel Trend Survey 2022. Over 80 percent of travelers intend to vacation with their immediate family, and 52 percent are eager to reconnect with extended family during their trips. Notably, 35 percent of Malaysian travelers are likely to organize two or more family vacations annually.

Visitors to Singapore can also take advantage of enticing promotional deals that enhance the value of their holiday experiences. Those planning a trip later this year should look out for a range of family-oriented attractions detailed in Annex A.

Singapore is poised to captivate the family tourism market with its fresh offerings.

The city-state is introducing a plethora of new attractions, eateries, shopping options, and event schedules tailored to Malaysian families. Noteworthy future projects include the expansion of Marina Bay Sands and Resorts World Sentosa. The latter’s S.E.A Aquarium will evolve into the Singapore Oceanarium, while the Mandai Wildlife Reserve is undergoing a transformation with new additions like the Mandai Rainforest Resort. Additionally, upgrades at The Palawan Sentosa include the new Sentosa Sensoryscape, providing a dynamic, sensory experience for both adults and children.

Family-friendly accommodations are plentiful, with options such as the Parkroyal Collection Marina Bay featuring gnome-themed rooms, Shangri-La Singapore on Orange Grove Road with updated children’s amenities and family-oriented dining, and Pan Pacific Singapore on Raffles Boulevard offering jungle-themed accommodations in collaboration with Kiztopia.

With its proximity and convenient access, Singapore remains a top destination for family visits. From January to June 2024, nearly 600,000 Malaysian visitors were recorded, making Malaysia the fourth-largest source of tourists for Singapore. The family travel segment has seen a significant revival post-pandemic, substantially boosting visitor numbers to Singapore.

“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family-friendly experiences,” shared Terrence Voon, Executive Director, Southeast Asia, STB. “With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together.”

Singapore is presented as an ideal destination for Malaysian families seeking to make lasting memories together in a series of engaging content featuring Farah Nabilah and Elecher Lee. The campaign highlights how families from Malaysia can consider Singapore their go-to spot for annual getaways to strengthen bonds and enjoy new experiences. Both celebrities use their personal travels to illustrate the magic of family trips to Singapore, emphasizing everything from the renowned attractions to the less-known treasures that transform everyday moments into something spectacular.

Through their narratives, Farah and Elecher bring to life their vacation experiences in Singapore, emphasizing how each activity and shared moment is an opportunity to forge lasting memories. They also express delight in unexpected discoveries made during their travels, not just about the places they visit, but also revealing new aspects of their family dynamics and relationships. This personal touch adds a layer of authenticity and relatability, underscoring Singapore’s appeal as a family-friendly destination.