Singapore Travel Gets a Glow-Up as Beauty Tourism and Supermarket Trips Steal the Spotlight

Written By: Abhirup Gan

Abhirup Gan

I'm Abhirup Gan, a Mass Communication graduate and digital marketing professional. Driven by a passion for storytelling, I create insightful, research-led content that explores tourism trends, destination stories, and hospitality developments with depth and clarity. Through my writing, I hope to inspire readers to discover not only where to travel, but the stories, cultures, and experiences that make every journey meaningful.

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August 12, 2026 9:56 AM

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The most surprising factor about the latest travel trends is the emergence of the “Glowmads.” The term coined by Skyscanner refers to individuals who deliberately seek out beauty and skincare experiences while travelling, thus transforming personal care into an activity of tourism. Based on the traveller’s snapshot from 2026 for Singapore, 51 per cent of travellers coming to the destination are actively seeking local skincare and beauty experiences. This is a considerable proportion that affects the way one experiences Singapore. Travellers not only visit attractions and return to their hotels, but they integrate the discovery of the local beauty experience into their schedules. There are a lot of elements of the Singapore beauty industry, including skincare retailers, Asian beauty brands, wellness experiences, shopping malls and speciality stores.

Supermarkets Are Becoming Tourist Stops

And then there is the supermarket plot twist.

The Skyscanner snapshot shows that 42% of travellers prioritise visits to local grocery stores and markets over conventional souvenir shops.

That means the humble supermarket is increasingly competing with the classic souvenir store for a place on the travel itinerary.

For visitors, grocery shopping offers something souvenirs often cannot: a glimpse into everyday life. Local snacks, drinks, packaged foods, cooking ingredients and household products can reveal what residents actually buy and eat.

Singapore’s supermarkets and food markets therefore become more than convenient places to stock up. They can become cultural stops where travellers browse local products and discover flavours to take home.

Why Singapore Travel Is Becoming More Experiential

The shift reflects a broader change in how travellers build their holidays.

Traditional sightseeing still matters, but visitors are increasingly looking for activities that feel connected to the destination. Food, beauty, shopping, neighbourhood exploration and accommodation can all become part of the experience rather than simply supporting a sightseeing itinerary.

Singapore is particularly well positioned for this trend.

The city combines major shopping districts, diverse neighbourhoods, hawker centres, luxury retail, wellness businesses, international brands and local food culture within a highly connected urban environment.

For travellers, that means a single day can move from sightseeing to shopping, food discovery and beauty experiences without requiring complicated long-distance travel.

Destination Hotels Are Changing the Singapore Stay

Accommodation is also undergoing a major transformation.

Skyscanner’s 2026 snapshot identifies a growing preference for destination hotels, where the property itself becomes an important reason for travelling rather than simply somewhere to sleep.

That changes the role of accommodation within a Singapore itinerary.

Instead of booking a hotel purely according to location and price, travellers are increasingly interested in properties offering experiences, distinctive design, wellness facilities, dining, entertainment, pools and other attractions.

Singapore has a strong collection of hotels positioned around luxury, lifestyle and integrated resort experiences. This gives travellers more opportunities to build a holiday around their accommodation while still accessing the wider city.

The result? The hotel is no longer necessarily the place travellers leave first thing in the morning. For some visitors, it is becoming part of the holiday itself.

Singapore’s Shopping Scene Gets a New Supporting Role

The supermarket trend also gives Singapore’s retail landscape another tourism angle.

Shopping has long been an important component of Singapore travel, particularly around Orchard Road, Marina Bay and the city’s major malls. But the new data suggests visitors are increasingly interested in products that feel local and useful rather than purely designed as tourist souvenirs.

That makes everyday retail surprisingly powerful.

A supermarket visit can introduce travellers to Singaporean snacks, beverages and food products, while local markets can connect visitors with ingredients and culinary traditions they might not encounter during conventional sightseeing.

For tourists, the experience can be casual, affordable and highly shareable, making it a natural addition to modern travel itineraries.

Beauty Tourism Adds Another Layer

The 51% beauty-interest figure also highlights how tourism and personal lifestyle are becoming increasingly intertwined.

Travellers are not necessarily separating “holiday activities” from their everyday interests. Skincare, wellness and beauty can now influence where they shop, what neighbourhoods they visit and how they spend their free time.

For Singapore, this creates another opportunity to connect tourism with its wider retail and lifestyle ecosystem.

Visitors interested in Asian skincare and beauty products can explore local retail experiences while also discovering shopping districts, dining venues and neighbourhood attractions nearby.

Key Stats

• 51% of incoming travellers are seeking local skincare and beauty experiences.
• 42% prioritise local grocery stores and markets over traditional souvenir shops.
• Destination hotels are increasingly becoming attractions in their own right.
• Singapore combines shopping, dining, wellness, entertainment and sightseeing within a compact urban destination.

Singapore Travel Essentials

Singapore uses the Singapore dollar (SGD). The city is served by Singapore Changi Airport, its principal international gateway, with the airport connected to the city by MRT, taxi and other ground transport.

The MRT network is one of the easiest ways for visitors to move between major shopping, dining and sightseeing districts.

Key tourism areas include Marina Bay, Orchard Road, Sentosa, Chinatown, Little India, Kampong Gelam and Clarke Quay, while neighbourhoods such as Tiong Bahru and Katong-Joo Chiat offer a more local perspective on Singapore.

FAQ

1. What are “Glowmads” in Singapore travel?
They are travellers actively interested in local beauty and skincare experiences as part of their trips.

2. How many travellers prioritise supermarkets and markets?
The Skyscanner 2026 snapshot says 42% prioritise local grocery stores and markets over standard souvenir shops.

3. What is a destination hotel?
It is accommodation where the property itself becomes a significant part of the travel experience rather than simply providing a place to sleep.

Conclusion

Tourism in Singapore is going beyond the usual checklist. Beauty product shopping, supermarket surprises, and destination hotels are now a part of the tourist experience in the country, indicating that the tourism scene in Singapore has evolved into a place where ordinary experiences become equally exciting as popular destinations. For tourists making plans to visit Singapore in 2026, the best plan may turn out to be a flexible one.