doudou5By offering personalized new activities and experiences along with targeted marketing strategies to engage specific customer segments, major overseas destinations are aiming to gain a competitive edge in the revived outbound travel market. Recently, the Singapore Tourism Board teamed up with Mafengwo to launch three “Jackson Wang Lion City Routes,” catering specifically to the increasing demand from younger travelers this year. These new itineraries showcase a different side of Singapore tourism through innovative experiences.
Singapore’s unique blend of urban and natural landscapes, along with its seamless mix of historical and modern elements, contributes to its multicultural appeal and endless charm. As a beginner-friendly Asian destination with convenient facilities and diverse activities, Singapore remains a top choice for many tourists looking to “reconnect with the world.” It has consistently ranked among Mafengwo’s top ten popular overseas holiday destinations and was named the fastest-growing overseas destination during October’s Golden Week.
Singapore, known as a “family-friendly destination,” is quietly evolving while it recovers rapidly. According to data from Mafengwo, since the reopening of international travel, the number of young Chinese tourists visiting Singapore has surged significantly. Those born in the ’90s and ’00s now make up nearly 50% of visitors. Their desire for personalized activities and high-quality experiences has shifted the focus from traditional family entertainment like zoos and shopping to cultural arts, unique cuisine, trendy sports, and popular social media spots. These have become the top travel keywords for visitors heading to Singapore this year.
The newly launched “Jackson Wang Lion City Routes” offer young travelers fresh experiences by following Jackson Wang’s footsteps through various exciting activities. In addition to exploring Resorts World Sentosa, they can enjoy a unique water sport by riding a waterbike; savoring local specialties such as pepper crab and Peranakan cuisine can be complemented with visits to immersive interactive restaurants for fun dining experiences; after exploring multicultural areas like Little India and Kampong Glam, they can embark on photowalks in places like Gillman Barracks and Tiong Bahru to deeply appreciate Singapore’s cultural richness.
Image credit: Singapore Tourism Board
“All three travel packages have been thoroughly researched and co-developed by the Singapore Tourism Board and Mafengwo, with services provided by top-notch suppliers. These routes cater to young travelers’ fresh perspectives on Singapore, covering everything from food and culture to sports and leisure vacations,” explained a Mafengwo spokesperson.
Image source: Singapore Tourism Board
Du Linghui, Director of North China Region for the Singapore Tourism Board, said: “Singapore’s rich natural resources and diverse culture are not just our proud treasures; they also offer immense potential for innovative tourism. The three new itineraries we’re introducing align perfectly with our latest brand theme ‘Made in Singapore’. We aim to provide these classic yet unique ‘new’ experiences so that Chinese tourists can find the ‘extraordinary’ in Singapore’s ‘everyday’. Moving forward, we will continue collaborating with Mafengwo to uncover more travel inspirations and create more next-gen travel products that appeal to young people.”
As long-term strategic partners, the Singapore Tourism Board and Mafengwo have previously succeeded in embedding the image of Singapore as a “family-friendly destination” through marketing campaigns like “The Best Summer Homework”. The new itineraries being launched ahead of the New Year and Spring Festival peak seasons will attract even more Chinese tourists to discover “unknown surprises” and “hidden” experiences in a “familiar” Singapore.
