STB, Changi Airport Group and Sentosa collaborate to boost marketing in India

To further elevate Singapore’s presence in India, theSingapore Tourism Board (STB), Changi Airport Group (CAG), and Sentosa Development Corporation (SDC) have announced a year-long partnership, marking their first-ever tripartite collaboration focused on the Indian market. This partnership will run from 1 April 2025 to 31 March 2026, and is established to amplify Singapore’s brand visibility, foster deeper engagement with India’s travel trade, and boost awareness of drive excitement around Sentosa’s wide range of offerings and enhance Singapore’s positioning as a global aviation hub.

The collaboration will focus on introducing refreshed experiences in Singapore, with a special emphasis on targeting higher-yield Indian travellers. It will also include the Friends of Singapore Fellowship (FOSF) programme, which will bring 30 influential Indian digital content creators to Singapore. These influencers will create engaging, shareable content that highlights curated experiences across Singapore, including Sentosa Island, and Changi Airport, to shape a refreshed and exciting image of Singapore in the eyes of Indian consumers.

Juliana Kua, Assistant Chief Executive, International Group, Singapore Tourism Board said: “Building on the success of our roadshows and the strong interest from the Indian market, this tripartite partnership with Changi Airport Group and Sentosa Development Corporation will help us drive deeper engagement and create memorable experiences for Indian travellers. It reflects our ongoing commitment to strengthening the ties between Singapore and India, while presenting new opportunities for the travel trade to explore and share.”

Lim Ching Kiat, Executive Vice President, Air Hub and Cargo Development, Changi Airport Group said: “India is an important market to Changi Airport. With as many as 17 city links between Singapore and India, Changi Airport is the most connected hub to India within Southeast Asia. Together with STB and SDC, we aim to provide travellers with exceptional experiences from their first touchpoint at Changi Airport to the many places of interest in our exciting city.”

Michael Ma, Assistant Chief Executive (Business & Digital Technology Group), Sentosa Development Corporation said: “Sentosa remains a strong draw for our Indian travellers, and to further enhance our attractiveness, Sentosa will open a range of new experiences this year. They include the newly opened Illumination’s Minion Land and the iconic Raffles Sentosa Singapore, which we hope to inspire guests to create new moments and memories on Sentosa. The iconic Sentosa Sensoryscape also recently celebrated its first anniversary, with the additional of a new augmented reality feature – a mystical island guardian that entices guests on an enchanting journey of discovery. We look forward to welcoming our Indian friends to Sentosa’s sunny shores soon.”

2025: A Milestone Year for India-Singapore Relations

This collaboration coincides with a momentous milestone year, as 2025 marks the 60th anniversary of diplomatic relations between India and Singapore. To celebrate, STB has launched the Just Between Us Friends programme, offering exclusive deals and discounts for Indian travellers who flash their passports at iconic Singaporean retailers like Jewel Changi Airport, ION Orchard, Paragon and Capitaland malls, as well as offers through Changi Airport Group and Singapore Airlines. Indian travellers can also redeem a sweet treat when they visit Sentosa, and Disney-themed surprises at Mustafa Centre. This initiative aims to deepen connections with Indian tourists and entice them to explore more of Singapore during their visit. 

Record-Breaking B2B Roadshow

The announcement of this tripartite comes on the heels of STB’s biggest B2B roadshow to date, which took place across Mumbai, Chandigarh, and Bengaluru. The event saw 63 exhibitors, a notable increase from last year’s 50, including hotels, airlines, cruise lines, and destination management companies. The roadshow, which drew over 700 travel professionals in attendance across three cities, underscored the growing interest in Singapore as a leading holiday destination among Indian consumers. With 1.2 million visitors from India in 2024, a nearly 12% increase from the previous year, Singapore is well-positioned to capture an even larger share of India’s outbound tourism market.

The roadshow also saw STB’s debut in Chandigarh as part of its effort to expand its reach beyond India’s metropolitan hubs. The Union Territory has emerged as a growing source of potential travel growth, especially with a rising number of Chandigarh-based travellers seeking short-haul holidays and new overseas experiences. “This event has energised us about the destination’s appeal and array of offerings for our customers, and has reinforced our commitment to promoting Singapore itineraries,” said Gagandeep Singh, Assistant General Manager, Antilog Vacations, Chandigarh.

As STB continues its strong push to boost its marketing and build deeper trade connections with India, this tripartite partnership signals STB’s strong focus and emphasis on India as a key source market for Singapore’s tourism. It highlights STB’s continued commitment to boosting its marketing efforts and building deeper trade connections with India.