Singapore Tourism Board Launches “Made in Singapore” Campaign

The Singapore Tourism Board (STB) has unveiled “Made in Singapore,” its latest global campaign to woo travelers. The campaign puts a fresh spin on the “Passion Made Possible” destination brand, showcasing quintessentially Singapore experiences, from iconic attractions to hidden gems.

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for growth; however, competition among destinations continues to intensify, along with changes in travel behavior. A study conducted in November 2021 with more than 3,000 respondents across 10 overseas markets found that over 60 percent of people are looking for more purposeful travel, and close to 80 percent of those planning for purposeful travel are looking for destinations that inspire them. The “Made in Singapore” campaign, therefore, aims to cater to different travelers by showcasing the country’s key attributes: An inspiring destination that is not only vibrant and cosmopolitan, but also rooted in multicultural heritage.

Jewel Changi Airport_Rain Showers
Travelers can enjoy forest bathing at Jewel Changi Airport's Rain Vortex (Singapore Tourism Board)

The campaign adopts a playful approach to convey the spirit of “Made in Singapore,” where a twist on the familiar creates a holiday filled with wonder. Travelers can look forward to a range of experiences, from forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker center, and witnessing a colorful “air show” at the Mandai Bird Paradise.

“Made in Singapore” will roll out across key markets globally including China, India, Indonesia, South Korea, the U.K. and the United States. Beyond film and social media, the campaign will include in-market activations, industry partnerships, collaborations with content creators, as well as FAM trips to immerse media and influencers in “Made in Singapore” experiences.

“Made in Singapore” replaces STB’s “SingapoReimagine” international recovery campaign launched in November 2020.

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