Singapore has unveiled an ambitious long-term roadmap to reshape its visitor economy, placing quality and value ahead of sheer visitor numbers. The Singapore Tourism Strategy 2040 sets out how the city-state plans to strengthen sustainable growth, deepen business events performance and enhance visitor experiences while building stronger capabilities across the tourism industry.
The strategy was outlined by Kwan Su Min, Director of Communications Marketing Group at the Singapore Tourism Board (STB), during a media briefing held alongside the ASEAN Tourism Forum and TRAVEX 2026 in Cebu. The plan builds on the destination’s recovery momentum in 2025 and reflects a global tourism environment still marked by economic uncertainty and changing traveller expectations.
Strong 2025 performance signals shift to higher-value travel
Singapore’s tourism sector recorded steady progress through 2025, with indicators showing a clear move toward higher-yield visitors. Between January and November 2025, the country received about 15.5 million international arrivals, representing a 3 percent increase year-on-year. Authorities expect the full-year total to reach between 17 million and 18.5 million visitors.
More notably, tourism receipts grew faster than arrivals. From January to June 2025 alone, the destination generated S$15.7 billion in tourism revenue, a 5 percent increase, indicating stronger visitor spending. The average stay was approximately 3.5 days, returning to pre-pandemic patterns.
Hotel performance remained stable, with occupancy averaging 82.4 percent. Around 800 additional hotel rooms entered the market, bringing total room supply to roughly 74,000, without significantly diluting occupancy levels.
Singapore’s main visitor markets were Mainland China, Indonesia and Malaysia, while Southeast Asian countries collectively accounted for about one-third of all international arrivals. The largest spending segments included accommodation, sightseeing and attractions, entertainment and gaming, as well as food and beverage. The highest-spending visitors came from Mainland China, Indonesia and Australia.
Vision for 2040: value creation over volume
Launched in May 2025, the Tourism Strategy 2040 outlines a long-term vision to position Singapore as a world-class destination offering distinctive experiences while remaining a vibrant and liveable city for residents. The plan aims to increase tourism receipts to between S$47 billion and S$50 billion by 2040, with growth driven primarily by visitor spending rather than large increases in arrivals.
MICE sector at the centre of growth
Business events and conventions form a cornerstone of the strategy. Singapore aims to triple MICE (Meetings, Incentives, Conferences and Exhibitions) tourism receipts by 2040. MICE visitors typically spend nearly twice as much as leisure travellers, making the segment particularly valuable.
To support this, Singapore plans to secure long-term global event partnerships, anchor major international exhibitions and develop a large new MICE hub in the city centre. The city has already held the title of Asia-Pacific’s leading meeting destination for more than two decades, and the new strategy seeks to reinforce that leadership.
Targeted leisure and transit markets
The roadmap also identifies priority leisure segments, including families, active seniors, young professionals, and Gen Z and millennial travellers. Another major opportunity lies in converting transit passengers into short-stay visitors. The future Terminal 5 at Changi Airport, expected in the mid-2030s, will add capacity for around 50 million additional passengers annually, significantly expanding stopover potential.
Expanding attractions and hospitality offerings
To maintain destination appeal, Singapore is investing in new attractions and upgraded tourism precincts. Upcoming and recently announced experiences include Minion Land at Universal Studios Singapore, new Mandai attractions such as Rainforest Wild Asia and Curiosity Cove, the Singapore Oceanarium at Resorts World Sentosa, and a Jurassic-themed experience at Gardens by the Bay. Future developments include a Porsche Experience Center in the Changi area and a wellness-focused district in Marina South.
Hotel supply will also expand with projects such as the all-villa Raffles Sentosa Singapore and Mandai Rainforest Resort by Banyan Tree, alongside new international lifestyle brands. By 2030, both Marina Bay Sands and Resorts World Sentosa will undergo major expansions, adding luxury accommodation, entertainment venues, dining and upgraded MICE facilities.
Singapore continues to leverage events, concerts, festivals and sports competitions, while a cruise terminal expansion completed in October 2025 supports increased homeporting and new cruise products, including the Disney Adventure cruise scheduled to launch operations from the city.
Building a future-ready tourism industry
A third pillar focuses on strengthening industry capabilities. Initiatives include productivity improvements for travel agencies, digital training through data analytics programmes and innovation support via the Singapore Tourism Accelerator, which helps companies pilot new technologies.
The strategy also promotes Singapore’s creative and cultural talent globally through platforms such as World Expo Osaka 2025 and international partnerships with brands, artists and media producers.
Officials emphasised that the country’s compact urban layout and efficient infrastructure remain key competitive advantages, offering travellers strong value for time. Other considerations include monitoring regional travel flows following the Johor Bahru MRT connection, deepening multicultural storytelling through heritage districts and expanding engagement with Middle Eastern markets.
Through Tourism Strategy 2040, Singapore aims to secure long-term resilience, ensuring that growth in visitor numbers is balanced by sustainability, cultural vibrancy and meaningful economic returns.
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