A new global promotion designed to inspire travellers to choose Singapore as their next travel destination will feature in six countries including the UK.

‘Made in Singapore’ replaces the Singapore Tourism Board’s ‘SingapoReimagine’ international recovery campaign launched in November 2020 to rekindle passion for travel to the destination. 

The new initiative highlights “quintessentially Singapore experiences” from iconic attractions to hidden gems.

It aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes – an inspiring ‘city in nature destination’ rooted in strong multicultural heritage.

Key markets targeted include China, India, Indonesia, South Korea, the UK and US. 

Beyond film and social media, the campaign will include in-market activations, industry partnerships, collaborations with content creators, as well as fam trips for media and influencers.

STB marketing group assistant chief executive Kenneth Lim said: “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities.

“Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. 

“Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”