Singapore Tourism Board Announces Robust 2025 Results and Unveils Long‑Term Growth Plan at ASEAN Tourism Forum 2026 | Singapore’s tourism sector is on a steady upward trajectory, according to an update from the Singapore Tourism Board (STB) at the ASEAN Tourism Forum 2026. With 2025 performance already exceeding pre-pandemic levels and a bold long-term strategy in place, the city-state is solidifying its position as a premier global destination.
Robust 2025 Performance From January to November 2025, Singapore welcomed 15.5 million international visitors—a 3% increase over the same period in 2024. Full-year projections anticipate between 17 million and 18.5 million arrivals. Tourism receipts for the first half of 2025 reached S$15.7 billion, up 5% year-on-year, with full-year receipts expected to hit S$29–30.5 billion. While the average stay dipped slightly to 3.5 days, hotel occupancy held firm at 82.4%, matching the previous year’s strong rate.
Key Markets and Spending Insights Mainland China remained the top source market with 2.93 million arrivals, followed by Indonesia (2.20 million) and Malaysia (1.16 million). Other major markets included Australia, India, the Philippines, the United States, Japan, South Korea, and the United Kingdom.
Spending patterns revealed that Sightseeing, Entertainment & Gaming (SEG) and related tourism components accounted for over half of all visitor expenditure in early 2025, with food and beverage showing the strongest growth. Mainland China, Indonesia, and Australia were the highest revenue-generating markets. Visitors from China, Indonesia, and India demonstrated a higher propensity for shopping and dining, while Australian and American travellers contributed most significantly to accommodation revenue.
Vision for Tourism 2040 Looking ahead, STB unveiled its Tourism 2040: Driving the Next Bound roadmap, targeting tourism receipts of S$47–50 billion by 2040. The strategy focuses on:
- Expanding demand from the MICE (Meetings, Incentives, Conferences, Exhibitions) sector.
- Enhancing leisure travel appeal.
- Capturing more transit and transfer passengers.
- Elevating destination experiences and offerings.
- Developing industry talent and capabilities.
Strengthening the MICE Hub Singapore’s reputation as a business events leader continues to grow. It ranked third globally in the ICCA Worldwide City Rankings 2024 and has held the title of Asia Pacific’s top meeting city for 22 consecutive years. A strong calendar of 2025 international conventions across sectors like technology, healthcare, and energy further reinforced this standing.
Building a Future-Ready Industry Collaboration with industry partners is central to STB’s approach. Initiatives such as the Travel Agent Roadmap aim to transform travel agents into “curators of travel that inspire,” while the Data Analytics Shift programme boosts digital readiness and efficiency. Through the Singapore Tourism Accelerator, local startups and tourism players trial innovative solutions—for example, Conrad Centennial Singapore adopted AI-powered workforce scheduling from local startup Inside Technologies, saving over 90% in management time.
A Focus on Sustainable Growth With solid 2025 results and a clear strategic vision, Singapore is committed to enhancing visitor experiences, fostering industry resilience, and pursuing sustainable growth. The STB reaffirmed its dedication to regional and global partnerships, ensuring the city remains a dynamic and leading tourism and business events destination for decades to come.
