Singapore, an island country in Southeast Asia, is known to be one of the world’s biggest business centers. From oil refineries to technology, they have it all. But one of the main sources of the country’s economy relies on, you guessed it, tourism.
Although a small country of just 734.3 square kilometers, the country boasts culture, natural resources, scenic beauty, and a full-length beach. Every year, millions of tourists flock to the country to enjoy their holidays and sights.
Unlike other countries, Singapore is one of the most advanced countries in the world, offering futuristic cityscapes, a modern transport system, and an advanced medical sector. While other countries have Michelin-star restaurants, the country also dawns the same, as well as Michelin star hawker centers.
Still, the tourism sector took a big hit during the COVID-19 pandemic and saw a dramatic decline in the sector. But from 2021, it started to see a gradual increase in the number of tourists. Today, we will look at the Singapore tourism statistics for 2021- 2023 and see how the numbers are gradually rising, what aspects are attracting the tourists, and how the Singapore Tourism Board (STB) is developing and offering them. This also includes the accommodation, food, and other statistics.
So, without doing all the chitchat here, let’s start with the statistics.
Singapore’s Tourism Statistics for the Year 2021-2023
After the pandemic, Singapore has slowly recovered its tourism sector. If you look at the statistics of 2021 and compare them with the recent 2023, you will see a gradual increase. This is due to a lot of factors, including the removal of travel restrictions, the gradual opening of the borders, and more opportunities for tourists.
To understand more, we have to first look at the arrival statistics of the tourists.
Arrival Statistics: Visitor Numbers and Demographics
The number of visitors arriving indicates the slow rise of tourists in Singapore. The table below shows the number of tourists that arrived in Singapore from 2021 to 2023. The maximum number of tourists are from neighboring Indonesia and Malaysia, as these countries share borders with Singapore.
Image 1: Singapore Tourism Statistics for the year 2021-2023
At the same time, India, Australia, China, the Philippines, and the USA are on the top 10 list of tourists visiting the country.
This indicates that not only are neighboring countries the main tourists coming to Singapore, but other countries that used to frequent are also coming back.
| Content | 2023 | 2022 | 2021 |
|---|---|---|---|
| Total Visitors | 1,239,777 | 931,441 | 92,796 |
Table 1: Number of visitors arriving in Singapore from 2021 to 2023
The number of people arriving in Singapore in 2021 may seem too small compared to its former state, but in recent years (2023), it has risen to a million. This is a huge rise from its earlier state of less than a million speaks volumes.
There is also the matter of how many days the tourists are staying. Not all of them have the same intention of travel. Business, holidaymakers, overnight visitors, and transit passengers are also on the list. We need to look into that aspect, too.
Travel Patterns: Average Length of Stay, Overnight Visitors, Transit passengers, and Repeat Visitation
Travel patterns also talk about the tourists visiting Singapore. The longer they stay, the more revenue the country makes. There are short-stayers, such as business travelers, investors, and overnight visitors, who don’t stay longer but spend more.
| Time (Days) | 2023 | 2022 | 2021 |
|---|---|---|---|
| Total International Visitor Arrivals (Number) | 1,122,036 | 816,447 | 22,535 |
| Under 1 Day (Number) | 272,558 | 166,759 | 371 |
| 1 Day (Number) | 185,778 | 114,672 | 543 |
| 2 Days (Number) | 161,902 | 118,228 | 1,232 |
| 3 Days (Number) | 168,696 | 129,733 | 1,641 |
| 4 Days (Number) | 117,879 | 92,181 | 1,956 |
| 5 Days (Number) | 64,742 | 54,820 | 1,784 |
| 6 Days (Number) | 38,488 | 34,062 | 1,617 |
| 7 Days (Number) | 25,072 | 23,623 | 1,551 |
Table 1: Number of overnight visitors, transit passengers, and short holidaymakers
The short duration (under 1 to 3 days) accounts for a bulk number of passengers who may or may not be tourists but transit passengers, business travelers, and investors. This does not mean that none of the mentioned categories of travelers stay longer, but an estimated assumption.
Holidaymakers and leisure travelers tend to stay over that timeline. The time goes from 5 to 7 days. This number is also easier to find as different travel packages include this time frame.
| Time (Days) | 2023 Dec | 2022 Dec | 2021 Dec |
|---|---|---|---|
| Total International Visitor Arrivals (Number) | 1,122,036 | 816,447 | 22,535 |
| 8-10 Days (Number) | 31,440 | 30,056 | 2,933 |
| 11-14 Days (Number) | 19,369 | 18,087 | 2,751 |
| 15 Days & Over (Number) | 36,112 | 34,226 | 6,156 |
| 15-29 Days (Number) | 25,794 | 22,917 | 4,210 |
| 30-59 Days (Number) | 7,188 | 7,458 | 1,173 |
| 60 Days & Over (Number) | 3,130 | 3,851 | 773 |
Table 2: Number of international visitors staying longer than seven days
Travelers exceeding that timeframe go into the other categories, which include those who are on vacation, spending time with families and relatives, visiting for medical purposes, and most probably needing longer time to stay for reasons in general.
To delve even deeper, we need to see the accommodation details. This will give us an idea about the tourists who are spending in Singapore, hence bringing in revenue.
Accommodation Statistics: Hotel Occupancy Rates and Trends
Accommodation is a key source of revenue for the Singapore tourism industry. This includes stays in not only hotels but also resorts, hostels, and other forms of accommodation.
During peak tourist seasons, room rates tend to go up. Other times, the rates stay minimal. But the occupancy decides how the businesses are making.
| Content | 2023 | 2022 | 2021 |
|---|---|---|---|
| Number Of Gazetted Hotels (At End Year) | 253 | 247 | 266 |
| Standard Average Occupancy Rate (%) | 80.1 | 75.3 | 56.9 |
| Available Room-Nights (Number) | 21,407,805 | 17,149,420 | 10,568,316 |
| Standard Average Room Rate (Dollar) | $280 | $250.6 | $160.5 |
| Hotel Room Revenue (Thousand Dollars) | 4,810,263.9 | 3,243,968.6 | 966,248.6 |
Table 3: Accommodation details in Singapore throughout 2021, 2022 and 2023
Although this is a slow rise, there are also some anomalies. At the start of 2024, Singapore had a huge number of tourists. While the country’s hotels see fewer tourists from October to January, the room prices also decrease.
During the January of 2024, there was a huge rush of tourists. Singapore Art Week, Thaipusam Festival, Pongal Festival, Light to Night Singapore, Artbox, Singapore International Festival of Arts, and the Chinese New Year were the reasons behind it.
So, although room prices were low, the revenue was higher than usual.
| Feature | January 2024 | December 2023 | Change (%) |
|---|---|---|---|
| Average Room Rate (ARR) | SG $278.75 | SG $282.60 | -1.4 |
| Total Revenue (Room) | SG $423.2 million | SG $404.4 million | +4.6 |
| Revenue per Available Room (RevPAR) | SG $217.76 | SG $209.53 | +3.9 |
| Occupancy Rate | 78.1% | 74.1% | +4.0 |
Table 4: Hotel room price difference between January 2024 and December 2023 in Singapore
Another key factor in better tourism is collaboration and alliances. Singapore has started that in a more effective manner to gain tourists than before. This number also adds up to the rising statistics.
Tourism Partnerships: Collaborations and Alliances
One of the latest forms of business strategy is collaboration and alliance between countries and different organizations. This includes Singapore’s tourism board collaboration with other countries’ tourism boards, as well as hotels, airlines, private organizations, tourism services, and entertainment management providers.
Recently, Singapore has collaborated with these countries and organizations. These are not just a one-time collaboration but an ongoing process that renews every year.
| Partner Type | Partner | Signing Year | Area of Interest | Desired Outcome |
|---|---|---|---|---|
| National Tourism Organizations (NTOs) | China National Tourism Administration (CNTA), Japan National Tourism Organization (JNTO), Indonesia Tourism Board (ITB) | 2024 | Marketing & Familiarization Trips | Fosters cultural exchange & attracts tourists from specific regions |
| Visa Agreements | India, Thailand, Philippines | 2024 | Travel Process Simplification | Makes Singapore more accessible to travelers from specific countries |
| Singapore Hotel Association (SHA) | Partners with various hotels under the SHA umbrella | 2023 | Sustainable Practices & Marketing | Promotes sustainable practices & targets specific tourist segments |
| New Airline Routes | Singapore Airlines, Emirates, Qatar Airways | Ongoing Collaboration | Increased Flight Connectivity | Makes Singapore more accessible to new markets |
| Joint Marketing Campaigns | Thai Airways, Cathay Pacific | 2024 | Air-inclusive Vacation Packages | Targets tourists from specific regions through co-branded campaigns |
| Integrated Resorts | Marina Bay Sands, Resorts World Sentosa | 2024 | Large-Scale Events & Attractions | Positions Singapore as a world-class entertainment destination |
| Arts & Cultural Events | Singapore International Festival of Arts (SIFA), Singapore Biennale | Renewed every year | Event Promotion & Tourist Attraction | Attracts tourists with specific interests in arts & culture |
| Digital Marketing & Content | Trip.com Group | Renewed each year | Tourism Marketing | Leverages AI and content marketing to target specific demographics and promote lesser-known experiences |
| Destination Marketing | Klook | Recent Collaboration | Tourism Marketing | Collaboration on marketing, experience development, and data sharing to attract younger travelers from Southeast Asia |
| Travel Process / Regional Tourism | Traveloka | 2023 | Travel & Tourism Facilitation | Strengthens ties with Indonesia, a key source market, by streamlining the travel process and promoting regional tourism growth |
| MICE Development & Global Hub Positioning | IEG (Exhibition Organizer) | 2023 | Business Tourism | Establishes IEG's first Southeast Asian headquarters in Singapore, solidifying Singapore's position as a MICE destination |
Table 5: Information on Singapore STB and government collaboration with other countries and organizations
This is an ongoing collaboration list that the STB keeps updating frequently. It indicates how Singapore is dedicated to lifting its tourism sector from all aspects, both in the domestic and international markets.
The main concern relies on how much the tourism sector is making from all of this. We are going to talk about that in the next section.
Tourism Revenue: Spending Patterns of Tourists and Economic Impact
Singapore calculates its tourism revenue quarterly. It not only consists of tourist accommodation but also other behaviors like shopping, food, attractions, transport, and other forms of entertainment.
| Contents | 2023 3Q | 2022 4Q | 2021 4Q |
|---|---|---|---|
| Tourism Receipts | 20,132 | 14,178 | 1,894 |
| Accommodation | 3,309 | 2,963 | 580 |
| Food & Beverage | 3,007 | 1,282 | 192 |
| Shopping | 3,715 | 2,784 | 174 |
| Sightseeing, Entertainment & Gaming | 3,691 | 2,337 | 223 |
| Other Components | 6,410 | 4,812 | 723 |
Table 6: Singapore tourism revenue from the year 2021 to 2023
There are also other components that add up to the tourism statistics. External factors play an important role in providing insight into the tourism industry and how it is performing.
Impact of External Factors
There are several external factors that have influenced Singapore’s tourism industry. The COVID-19 pandemic, being the lead contributor, has greatly put a strain on both the economy and industry.
During the pandemic, Singapore saw the lowest number of tourists in the country. With travel restrictions in place, the number also went down significantly. With cautions like vaccination cards to resist and fight the pandemic, tourists didn’t have access to the country for a while.
This caused a huge downfall in tourism. The number of tourists went down by 76% in 2020, and the number of receipts went down by 39%.
Image 2: Singapore tourism industries decline during the pandemic
But by 2021, the numbers gradually rose to 92,796, and at the end of 2023, it stood at 1,239,777 (Table 1). As the country allowed more vaccinated tourists to enter Singapore in April of 2022, the number started to reflect later on.
With the introduction of new visa-free countries, the tourism industry is expected to come back to its former glory.
As of now, only 34 countries in the world need to have a visa prior to entry into Singapore. The country is also working with the listed countries to minimize their travel restrictions and simplify visa access.
- Afghanistan
- Algeria
- Armenia
- Azerbaijan
- Bangladesh
- Belarus
- Democratic People's Republic of Korea
- Egypt
- Georgia
- India
- Iran
- Iraq
- Jordan
- Kazakhstan
- Kosovo
- Kyrgyzstan
- Lebanon
- Libya
- Mali
- Moldova
- Morocco
- Nigeria
- Pakistan
- Russia
- Somalia
- South Sudan
- Sudan
- Syria
- Tajikistan
- Tunisia
- Turkmenistan
- Ukraine
- Uzbekistan
- Yemen
There is also the fact that the trends in tourism are changing. With ever-changing tourist mindsets, regular tourist destinations are seeing fewer visits. We need to address those facts next.
Attractions and Activities: Popular Destinations and Trends among Tourists
Tourists have always been attracted to the most traditional destination Singapore has to offer. Marina by the Bay, Sentosa Island, Chinatown, Little India, and Orchard Road have always been bustling with tourists.
As a lot of tourists visit these places, the STB has enhanced and introduced new attractions to these places. These include a Children’s Museum, Avatar: The Experience at Gardens by the Bay, Sentosa’s Night Luge, Scentopia, Wings of Time, and Central Beach Bazaar.
There is also a new gallery at the ArtScience Museum’s Future World called ‘Exploring New Frontiers,’ a Minion’s Perspective Experience at Resorts World Sentosa for people of all ages, Mr. Bucket Chocolaterie at Dempsey, and the Singapore Night Safari’s new amphitheater and a full revamped Creatures of the Night show.
The STB incorporates activities that once used to be self-developed by the tour operators. This gives tourism a newer perspective and more room to grow. Letters from Blakang Mati by Woopa Travel, Seadog Kayak Sailing Tour by Kayak Fishing Fever, and Hawker Fares Little India Street Food Tour are some of the mention-worthy collaborations.
In recent years, there has been a shift in the tourist’s mindset. While 50% of the tourists take on the more familiar tourist grounds, the other half seek something more unique and personalized in nature.
This includes going on self-researched paths and off-the-charts local destinations. This gives the tourists a more authentic experience of the country. It also gives them a more immersive cultural experience, as well as a deeper connection with the local community and heritage.
Sustainable development is also one of the rising trends all over the world. Singapore, being one of the most developed countries in Southeast Asia, has transcended to more eco-friendly transport, accommodation, and tourism practices. These practices have come to life recently in 2022 and still are being adopted throughout the country.
As tourists demand and are more concerned about the environment and climate change, the country is catering likewise. More hotels are going green, with carbon-neutral transportation systems in line and more coming in the way. More cycling paths are being introduced, and electric cars are roaming the streets.
With their Singapore Green Plan 2030, the country aims to go more sustainable in urban destinations. An industry-specific roadmap is under development for hotels and the MICE ecosystem. Also, the Tourism Sustainability Programme has been launched to support different businesses in adapting to a more sustainable journey.
Another worldwide trend is taking care of your physical and mental well-being. Singapore hosts a lot of festivals and events every year. As the pandemic has brought out a harsh reality of the well-being of people, the Singapore Tourism Board started to organize the Wellness Festival in Singapore in 2022. This is a direct partnership with the wellness platform ClassPass. It created 90 new wellness centers across 167 different locations in the country.
But how do tourists feel about all that? The feedback from them also gives an insight into the whole tourism industry. This needs a bit of looking into next.
Visitor Satisfaction and Feedback: Insights from Tourists
Visitor satisfaction is a crucial element for any business. When it is about tourism it directly affects the economy of the country.
Tourists visiting Singapore have mixed feedback about their experience. But most of them were above the satisfactory level.
9 out of 10 reviewers called Singapore the ‘Safest and Cleanest’ city. Some also mentioned that there is an absence of litter and the ease of travel due to this.
Singapore is known for its MRT (Mass Rapid Transit) system. Reviewers found the transport system impressive. Other methods of travel, like ride-hailing and taxi cabs, were also available on the tourist’s side. Some also mentioned that the taxi cabs were very cheap.
While talking about the range of attractions and activities, visitors found it to be diverse and immersive. Iconic landmarks like the Raffles Hotel and Boat Quay, Sentosa Island, and cable car rides were mentioned numerous times.
As a country with five different cultures and ethnicities, tourists enjoyed their experiences in Little India and Chinatown. Food stalls, handicrafts, and traditional art and culture were their favorite experiences. They emphasized how rich Singapore’s cultural scene is.
Getting the comforts and amenities of a first-world country in a Southeast Asian country amazed a lot of travelers. Top-notch medical facilities, clean water, and different types of accommodations (modern and eco-friendly) to choose from, gave the travelers a luxurious experience. Some even felt at home even though they were in a different country.
Families coming for a vacation found the country most suitable for any age. The Singapore Zoo, Sentosa Islands activities, and interactive museum experiences were their highlights of Singapore.
Lastly, shopping was a major highlight for a lot of tourists. As there are abundant shopping malls, brands, and diverse options to choose from, most tourists find the country for every range of shoppers.
Culinary delights and wellness trips were popular among trendy tourists. They were delighted with the eco-friendly approach and how the country is largely invested in mental wellness as a whole.
All of the reviews are mentioned in different travel publications, as well as on social media like Facebook and Instagram.
With all of these reviews coming on a positive note, the STB has come up with a lot of tourism activities, as well as to market their industry. This should be a noteworthy to mention.
Infrastructure Development and Tourism: What the STB Has Done So Far
After opening its door to tourism in 2021, Singapore has taken a lot of development in its infrastructure and tourism. This includes partnerships with different tour management organizations, celebrities, international brands, and franchises.
As for the infrastructure, Singapore launched a ‘Made in Singapore’ campaign all over the world. In this campaign, they have incorporated artificially generated images of different touristy places in Singapore to ask people if they can recognize them.
The ongoing campaign will include a world tour, along with billboards and 3D experiences that people can take part in.
At the same time, Singapore is celebrating its 50 years of tourism and its development. The three-phase celebration encourages locals and tourists to take place in rediscovering the country, take part in collectibles, and win prizes.
Starting with just 91,000 visitors back in 1964, when the country first started, the country welcomed 15 million tourists. This huge number of tourists require accommodation, food, and places to explore and commemorate their journey.
In response to this, Singapore has undertaken development initiatives that are ongoing on the following list:
- Pan Pacific Orchard (Singapore’s first zero-waste hotel)
- Artyzen Singapore
- The Singapore Edition
- Mandarin Oriental Singapore (undergoing major renovations)
- Conrad Singapore Orchard (undergoing major renovations)
- Sensoryscape (on Sentosa Island)
- Bird Paradise (at Mandai Wildlife Reserve)
- Sensoryscape (on Sentosa island, mentioned twice)
- Xiu Nature Connections
- Como Shambhala (wellness and fitness destination at Como Orchard)
- Como Metropolitan Singapore (mentioned in relation to Como Shambhala)
- Zero-to-Hero Food Sustainability Tour by Tribe Tours
There are also other oncoming developments that are planned. These include a hotel being established on Orange Grove Road, a villa, and the starting of the Grand Prix Formula F1 races.
- The Standard Hotels (Hotel brand)
- Raffles Sentosa Resort & Spa (Villa)
- Singapore Grand Prix at Marina Bay Sands (Annual Formula 1 race)
With these developments in place, along with the Singapore Green Plan 2030, the country is hoping to attract more tourists than in previous years.
The analysis of tourists will give us information about how it is doing from the time they started after the pandemic.
Analysis of Tourists
Singapore sees different types of tourists every year. The differences are not only between different countries but also between different age groups, genders, purpose of visits, and stay duration.
Looking at these categories, we can get an understanding of the tourist behavior, patterns, and other aspects that shape the tourism industry in Singapore.
Age and Gender Distribution of Tourists
Age and gender have always been issues in the tourist industry. While male tourists dominate the whole world, it is a bit different in Singapore.
| Content | 2023 Dec | 2022 Dec | 2021 Dec |
|---|---|---|---|
| Total | 1,239,777 | 931,337 | 92,796 |
| Males | 602,555 | 457,823 | 54,718 |
| Females | 637,172 | 473,507 | 38,070 |
| Under 15 Years | 148,032 | 123,734 | 5,973 |
| 15-19 Years | 56,081 | 43,167 | 2,646 |
| 20-24 Years | 77,502 | 65,231 | 10,489 |
| 25-34 Years | 245,954 | 200,412 | 30,989 |
| 35-44 Years | 243,613 | 187,200 | 19,988 |
| 45-54 Years | 188,785 | 136,410 | 8,336 |
| 55-64 Years | 153,341 | 99,949 | 7,151 |
| 65 & Over | 126,469 | 75,234 | 7,224 |
| Not Stated | 0 | 0 | 0 |
Table 7: Tourist analysis depending on their age and gender
The first thing to notice about the tourist numbers is the gender. Although the number of female tourists was low in 2021, it gradually overtook the male visitors by a wide number.
Furthermore, age difference is a crucial factor to be aware of. The number of tourists flocking to Singapore is 25 to 54, which makes the country an all-around entertainment hub.
Tourists' Purpose of Visit
The purpose of visit in Singapore is mostly tourism. That being the key factor, tourists also come to the country for shopping, family visits, business trips, and sometimes medical reasons.
If we look at the top countries that have visited Singapore in the past three years, the purpose of the visit can be defined as follows:
| Country / Region | Purpose of Visit |
|---|---|
| Indonesia | Tourism, shopping, family vacations |
| India | Leisure, family vacations, weddings, medical purposes, business trips |
| Malaysia | Visiting friends and family, shopping, tourism |
| Australia | Leisure, tourism, shopping, long stopover, culinary experiences |
| Philippines | Tourism, visiting friends and family, fly-cruise packages |
| China | Leisure, shopping, sightseeing, traditional holiday visits, business trips |
| United States | Tourism, business trips, stopovers/transit |
| Europe | Leisure, tourism, cultural exploration, shopping |
| Russia | Tourism, holidays, shopping, cultural exploration |
Table 8: Tourists purpose for a visit over the last three years
Breakdown of Tourist Arrivals by Region/Country
Tourists in Singapore can be categorized into their region and country. It is understandable that southeast asian tourists will dominate in numbers, but Chinese, European, and American regions don’t fall far behind.
| Region/ Country | 2023 Dec | 2022 Dec | 2021 Dec |
|---|---|---|---|
| Southeast Asia | 495,745 | 438,856 | 30,006 |
| Brunei Darussalam | 9,281 | 7,324 | 231 |
| Indonesia | 244,343 | 197,261 | 11,177 |
| Malaysia | 102,689 | 95,475 | 10,939 |
| Myanmar | 13,146 | 10,523 | 2,991 |
| Philippines | 62,901 | 56,509 | 1,966 |
| Thailand | 30,001 | 36,006 | 1,421 |
| Vietnam | 24,681 | 27,661 | 840 |
| Other Markets In Southeast Asia | 8,703 | 8,097 | 441 |
| Greater China | 176,953 | 60,836 | 5,963 |
| China | 130,207 | 19,685 | 4,764 |
| Hong Kong SAR | 26,440 | 26,605 | 754 |
| Taiwan | 17,413 | 12,603 | 392 |
| Other Markets In Greater China | 2,893 | 1,943 | 53 |
| North Asia | 71,457 | 52,077 | 2,770 |
| Japan | 32,132 | 20,209 | 580 |
| South Korea | 39,202 | 31,817 | 2,187 |
| Other Markets In North Asia | 123 | 51 | 3 |
| South Asia | 114,979 | 91,730 | 33,939 |
| Bangladesh | 11,743 | 9,857 | 5,559 |
| India | 92,635 | 74,067 | 27,672 |
| Pakistan | 1,629 | 1,623 | 59 |
| Sri Lanka | 5,975 | 4,270 | 587 |
| Other Markets In South Asia | 2,997 | 1,913 | 62 |
| West Asia | 12,732 | 10,007 | 361 |
| Iran | 427 | 126 | 11 |
| Israel | 693 | 916 | 99 |
| Kuwait | 512 | 476 | 1 |
| Saudi Arabia | 1,569 | 689 | 46 |
| United Arab Emirates | 7,156 | 6,135 | 141 |
| Other Markets In West Asia | 2,375 | 1,665 | 63 |
| Americas | 84,895 | 67,342 | 4,590 |
| Canada | 11,270 | 9,047 | 743 |
| USA | 66,745 | 53,688 | 3,720 |
| Other Markets In the Americas | 6,880 | 4,607 | 127 |
| Europe | 145,069 | 102,982 | 9,450 |
| Belgium & Luxembourg | 1,969 | 1,458 | 68 |
| Denmark | 2,046 | 1,769 | 244 |
| Finland | 1,957 | 1,391 | 157 |
| France | 10,021 | 8,554 | 1,195 |
| Germany | 31,173 | 20,499 | 1,594 |
| Italy | 4,253 | 2,777 | 319 |
| Netherlands | 6,890 | 5,634 | 717 |
| Norway | 1,735 | 1,610 | 56 |
| Rep Of Ireland | 1,616 | 1,359 | 53 |
| Russian Federation | 5,550 | 3,503 | 42 |
| Spain | 3,589 | 2,604 | 213 |
| Sweden | 2,851 | 2,510 | 211 |
| Switzerland | 6,817 | 4,468 | 515 |
| United Kingdom | 46,380 | 33,051 | 3,668 |
| Other Markets In Europe | 18,222 | 11,795 | 398 |
| Oceania | 129,003 | 101,182 | 5,632 |
| Australia | 112,310 | 89,159 | 5,525 |
| New Zealand | 12,730 | 9,139 | 63 |
| Other Markets In Oceania | 3,963 | 2,884 | 44 |
| Africa | 8,910 | 6,334 | 74 |
| Egypt | 188 | 220 | 14 |
| Mauritius | 977 | 643 | 9 |
| South Africa (Rep Of) | 4,245 | 3,371 | 12 |
| Other Markets In Africa | 3,500 | 2,100 | 39 |
| Others | 34 | 95 | 11 |
Table 9: Tourist arrivals by region/country
Looking at the number of visits by region, the southeast countries do dominate. China, Europe, and other American countries are closer to that range of tourists.
In recent years, Oceanic countries like Australia have been among the top tourists visiting Singapore. India would be the latest addition to the list among South Asian countries. This is due to the two countries’ agreement on visa policies and business deals.
To get a thorough outlook on the Singapore tourism industry, we have to compare the results we have found side by side next.
Data Comparison of 2023 with Previous Years
Comparing the data of 2023 with the previous two years (2022 and 2023), we can get the actual number of growth or decline in the tourism industry. This will also give us insight into how there is a change of patterns in the tourism industry and its tourists.
Changes in Tourism Patterns Compared to Previous Years
As Singapore opened its doors after April of 2022, the number of visits started to rise from that year. Before that, you can see the tourism receipts, accommodation, and other parameters are on the declining side.
| Content | 2023 Dec | 2022 Dec | 2021 Dec |
|---|---|---|---|
| Number of Tourists | 1,239,777 | 931,337 | 92,796 |
Table 11: Tourism revenue comparison of 2021, 2022, and 2023
Recovery Trends Post-pandemic
After the pandemic recovery, Singapore has introduced new strategies to promote the tourism industry. This includes establishing new museums, hotels, attractions, and sustainable tourism options.
| Destination / Types of Entertainment | Attractions and Enhancements |
|---|---|
| Marina Bay | Children's Museum, Avatar: The Experience at Gardens by the Bay |
| Sentosa Island | Sentosa’s Night Luge, Scentopia, Wings of Time, Central Beach Bazaar, Minion’s Perspective Experience at Resorts World Sentosa |
| Chinatown | Hawker Fares Little India Street Food Tour |
| Little India | Hawker Fares Little India Street Food Tour |
| Orchard Road | Mr. Bucket Chocolaterie at Dempsey |
| ArtScience Museum | A new gallery called ‘Exploring New Frontiers. |
| Resorts World Sentosa | Minion’s Perspective Experience |
| Singapore Night Safari | A new amphitheater and a fully revamped Creatures of the Night show |
| Various Locations | Letters from Blakang Mati by Woopa Travel, Seadog Kayak Sailing Tour by Kayak Fishing Fever |
| Sustainable Practices | Eco-friendly transport, accommodation, and tourism practices; Singapore Green Plan 2030; Industry-specific roadmap for hotels and the MICE ecosystem; Tourism Sustainability Programme |
| Wellness | Wellness Festival in Singapore (2022) organized by the Singapore Tourism Board in partnership with ClassPass; Creation of 90 new wellness centers across 167 locations. |
Table 12: New attractions and trends introduced by STB
There are some key factors that are influencing the trend in the country’s tourism. These factors are important if we are going to talk about the development of tourism and the challenges Singapore faces.
Key Factors Influencing Tourism Trends
In recent years, there has been some change in the tourism industry. Singapore is also facing the same changes. If we look at the economic and political factors of the country, we can gain some insight into it.
At the same time, technological advancements play a significant role in the tourism economy.
Economic Factors
The first and foremost factor that influences the Singapore tourism industry is the economy. With the economic decline and unrest all over the world, global situations and pandemics have created a dent in all sectors.
Luckily, Singapore has a strong economic background and stability. Being the hub of business in southeast Asia, the country turned back from the set down in 2019-2020.
The country thrives in oil refineries, technological advancements and development, scientific research, and medical fields. With these things on the run, the economic background for the development of the country is always on the move.
With the STB continuously making collaborations with different multinational organizations and countries, the tourism industry is thriving.
| Content | 2023 3Q | 2022 4Q | 2021 4Q |
|---|---|---|---|
| Tourism Receipts | 20,132 | 14,178 | 1,894 |
Table 13: Tourism receipts for the last three years
| 4Q22 | 2022 | 1Q23 | 2Q23 | 3Q23 | 4Q23 | 2023 | |
|---|---|---|---|---|---|---|---|
| Total | 2.4 | 3.8 | 0.5 | 0.5 | 1.0 | 2.2 | 1.1 |
| Goods Producing Industries | -1.3 | 2.9 | -3.8 | -6.1 | -3.5 | 1.9 | -2.9 |
| Manufacturing | -2.6 | 2.7 | -5.4 | -8.2 | -4.9 | 1.4 | -4.3 |
| Construction | 6.6 | 4.6 | 5.8 | 6.4 | 3.7 | 5.2 | 5.2 |
| Services Producing Industries | 4.7 | 5.1 | 2.0 | 2.9 | 2.3 | 2.0 | 2.3 |
| Wholesale Trade | 3.8 | 4.0 | 0.1 | 2.1 | 1.1 | 0.2 | 0.8 |
| Retail Trade | 4.5 | 8.5 | 1.7 | 1.6 | 2.3 | -0.3 | 1.3 |
| Transportation & Storage | 3.9 | 4.9 | 0.1 | 5.4 | 0.9 | 2.8 | 2.3 |
| Accommodation | 12.4 | 2.2 | 22.5 | 15.1 | 12.6 | 1.5 | 12.1 |
| Food & Beverage Services | 13.0 | 15.4 | 10.9 | 4.9 | 2.9 | -1.5 | 4.1 |
| Information & Communications | 7.7 | 8.1 | 7.0 | 5.3 | 6.0 | 4.7 | 5.7 |
| Finance & Insurance | -1.2 | 0.2 | -1.5 | -1.2 | 2.5 | 5.4 | 1.3 |
| Real Estate | 10.5 | 10.9 | 6.9 | 9.6 | 3.6 | 0.1 | 4.9 |
| Professional Services | 13.3 | 13.2 | 3.7 | 0.4 | 1.4 | -0.7 | 1.1 |
| Administrative & Support Services | 9.4 | 7.8 | 5.2 | 3.4 | 1.4 | -1.7 | 2.0 |
| Other Services Industries | 4.6 | 4.3 | 5.6 | 4.2 | 3.9 | 3.9 | 4.4 |
| Seasonally Adjusted Quarter-on-Quarter Growth % | |||||||
| Total | 0.0 | 3.8 | -0.5 | 0.4 | 1.0 | 1.2 | 1.1 |
| Goods Producing Industries | -0.5 | 2.9 | -2.7 | -1.0 | 1.1 | 4.1 | -2.9 |
| Manufacturing | -1.0 | 2.7 | -3.0 | -1.3 | 0.8 | 4.5 | -4.3 |
| Construction | -0.1 | 4.6 | -1.2 | 2.6 | 1.9 | 2.0 | 5.2 |
| Services Producing Industries | 0.4 | 5.1 | 0.1 | 0.9 | 0.8 | 0.3 | 2.3 |
| Wholesale Trade | 0.2 | 4.0 | -0.2 | 0.5 | 0.5 | -0.6 | 0.8 |
| Retail Trade | 0.3 | 8.5 | 0.1 | 1.5 | 0.3 | -1.9 | 1.3 |
| Transportation & Storage | -0.6 | 4.9 | -1.1 | 3.8 | -1.1 | 1.1 | 2.3 |
| Accommodation | 7.1 | 2.2 | -2.6 | 5.2 | 2.3 | -3.1 | 12.1 |
| Food & Beverage Services | 3.0 | 15.4 | 0.2 | 0.6 | -0.8 | -1.5 | 4.1 |
| Information & Communications | 2.4 | 8.1 | -1.7 | 0.4 | 4.8 | 1.1 | 5.7 |
| Finance & Insurance | 1.2 | 0.2 | -1.0 | 1.1 | 1.2 | 4.1 | 1.3 |
| Real Estate | 2.5 | 10.9 | -0.1 | 2.9 | -1.6 | -0.9 | 4.9 |
| Professional Services | 3.8 | 13.2 | -4.1 | -0.1 | 2.2 | 1.3 | 1.1 |
| Administrative & Support Services | 2.6 | 7.8 | -0.2 | -0.6 | -0.3 | -0.7 | 2.0 |
| Other Services Industries | 0.3 | 4.3 | 1.5 | 0.6 | 1.3 | 0.4 | 4.4 |
Table 14: Singapore Sectorial Growth Forecast 2024
The tourism revenue for the last three years indicates a huge rise in the sector. More tourists are visiting the country, while the tourism board is strategically marketing their attractions.
Also, the STB is introducing new ventures to the cruise industry by signing deals and making Singapore the port for their destination.
Economic Factors
Another key factor that plays an important role in the tourism industry is Singapore’s political stability. The country is ranked 6th among the safest countries in 2023. This is a significant plus point for Singapore in attracting tourists.
This situation is a development due to the country’s democratic ties with 189 UN countries, as well as ASEAN and Schengen countries.
Image 3: Political transformation index of Singapore (BTI index)
Tourists can roam around safely without worry, which attracts more tourists. Also, the fact that almost 159 countries can visit Singapore without a visa adds up to the most anticipated destination by tourists.
With more countries getting a faster Singapore eVisa application option, it is highly likely that the tourism sector is going to get a boost further.
Technological Advancements
One of the key developments that Singapore is continuously evolving in is the technological sector. This allowed the country to have a top-notch security system, interconnected and efficient transportation and encouraged investment in the sector.
| Content | 2021 | 2022 | 2023 |
|---|---|---|---|
| Total Local Production | 9,291 | 6,812 | 5,609 |
| Total Exports | 32,301 | 21,862 | 20,439 |
| Total Imports | 27,786 | 20,292 | 18,664 |
| Imports from the US | 1,326 | 1,443 | 1,222 |
| Total Market Size | 4,876 | 5,244 | 3,834 |
| Exchange Rates | 1.35 | 1.38 | 1.33 |
Table 15: Singapore Technology Market Size (million USD)
Their smart city infrastructure uses sensors to collect data and optimize traffic, keeping the city free of any unwanted traffic jams. Sustainable urban development, less carbon emission, and waste management have put the small city at the top of tourists’ bucket lists.
The country has ongoing development in its 5G technology for faster data transfer speeds. This adds to the facilitation of innovation, communication, and IoT.
Furthermore, investment with tax-free options in the technology sector welcomes more and more investors to the country. The fintech industry is flourishing ever more than before.
Growth or Decline in Specific Tourism Sectors
With a fresh start, Singapore has introduced a lot of attractions, offers, and sightseeing tours for tourists. The growth in the industry is evident from the information that is provided by the country’s tourism boards
| Contents | 2023 3Q | 2022 4Q | 2021 4Q |
|---|---|---|---|
| Tourism Receipts | 20,132 | 14,178 | 1,894 |
| Accommodation | 3,309 | 2,963 | 580 |
| Food & Beverage | 3,007 | 1,282 | 192 |
| Shopping | 3,715 | 2,784 | 174 |
| Sightseeing, Entertainment | 3,691 | 2,337 | 223 |
| Other Components | 6,410 | 4,812 | 723 |
Table 16: Growth in different sectors of the Singapore Tourism Industry
| Content | Percentage / Revenue / Information |
|---|---|
| International Visitor Arrivals (IVA) Increase | 221% |
| Tourism Receipts (TR) Increase | 92% |
| International Visitors | 1,239,777 |
| Top 3 Visitor Source Markets | China, India, Indonesia, Australia, USA |
| Tourism Receipts (TR) | $1.2 billion |
| TR Contributors | China ($432M), Indonesia ($127M), India ($58M) |
| Domestic Tourism Stimulus Impact | 1.9M Singaporeans used SRV |
| SRV Transactions Recorded | $300 million |
Table 17: Tourism performance from 2021-2023
Not only tourism as in travel, but other sectors like the accommodation sector have also seen growth in this past year.
| Content | Percentage / Revenue / Informations |
|---|---|
| Average Occupancy Rate (AOR) | 56.2% |
| Average Room Rate | $158 |
| Revenue per Available Room (RevPAR) | $89 |
| New Hotels Opened | The Clan, Maxwell Reserve, Oasia Resort Sentosa |
| Unique Staycation Experiences | AR hotel art tour at The Ritz-Carlton, Millenia Singapore |
| Partnership Impact | Mastercard's "Rediscover Priceless® Singapore" campaign, STB's partnership with DBS |
Table 18: Accommodation Performance 2021-2023
There are also different MICE events and projects taking place. With the aim to attract new tourists, Singapore has introduced a variety of new entertainment options, accommodations, and experiences.
| Content | Percentage / Numbers / Project Name |
|---|---|
| MICE Events Hosted | 200+ |
| Attendees | 50,000+ |
| Notable Events | Bloomberg New Economy Forum, 50th St Gallen Symposium |
| Planned Events | FIND – Design Fair Asia (2022–2024), Gastech 2023, etc. |
Table 19: MICE and Events Industry Performance 2021-2023
| Content | Names & Location |
|---|---|
| Introduction of New Experiences/Attractions | Museum of Ice Cream, SkyHelix Sentosa |
| Refreshed Offerings | Haw Par Villa’s Hell’s Museum, Brickosaurs World at Singapore Zoo |
| Future Attractions Planned | Jewel-rassic Quest, Shiseido Forest Valley |
Table 20: List of new attractions, ongoing renovation, and future openings
Singapore has also been working with different countries to make travel options easier. As we have said earlier, only a handful of countries require a visa to enter Singapore. Most of them can apply for a Singapore Visa Online with a few clicks.
Shifts in Preferred Accommodations, Prices Going Up and Down
Singapore is a luxurious country, and the prices for accommodations are also on the higher side. This is true, especially during the winter months of December to February.
Image 4: Average room rates in Singapore from 2021 – 2023
As with the latest trends, people are becoming more eco-friendly in all aspects. Even for accommodations, a sudden need for eco-friendly hotels is on the rise in Singapore. Spas and fitness centers are all included in this trendy fashion.
There has also been growth in boutique hotels and Airbnb. More and more people are investing (both foreigners and locals) in the industry.
Moreover, country-focused amenities, intimate settings, and unique styling are being noticed throughout Singapore. As the country starts to deal with more specific tourists, the STB encourages their accommodations to be like their tradition and culture to make them feel at home.
Initiatives for Tourist Sustainability
Singapore has introduced its Green Plan 2030 for its sustainable tourism. In collaboration with the UN Sustainable Development Agenda, it showcases the core pillars of GSTC.
The plan includes initiatives such as sustainable tourism strategies and a hotel sustainability roadmap throughout the country. Preservation of culture and heritage is also included in planned guidelines.
This includes the protection of events held in the Mid Autumn in Chinatown, the Hari Raya Lighting, and Deepavali celebrations.
There is also an initiative to make Singapore greener with the OneMillionTrees movement. Biodiversity conservation and ecological connectivity are also being implemented.
All hotels should introduce this green initiative, including the Singapore Flyer and Marina Bay area.
As more tourists (90%) look forward to sustainable tourism, their will to pay is lesser. Singapore is working on lessening the prices of premium features to attract more tourists. At the same time, the country is looking for foreign investors for its eco-friendly tourism sector, which is predicted to reach $8.2 trillion by 2032.
This will also benefit the economy of the country, as well as others.
Challenges and Opportunities of the Singapore Tourism Industry
Every aspect of business is not without its challenges. Singapore’s tourism industry is no different. There are also opportunities and future aspects to look into.
Challenges Faced by the Singapore Tourism Industry
The tourism industry is linked to the country’s economy. A country’s economic condition is influenced highly by the global economy.
With the economic slowdown and fluctuations in currency exchange rates, Singapore faces a huge challenge in coping.
There is also the fact of competitors. With connected borders with neighboring destinations, it is sometimes difficult to attract tourists to Singapore. As Singapore’s living costs are higher than usual, the tourism industry is also a bit expensive.
As more and more travelers look for out-of-the-ordinary authentic experiences, it is a challenge to maintain the tourist’s interest.
Other challenges include any global pandemic, unrest, and geopolitical tensions that Singapore has to look out for.
There is still room to grow in challenging situations. Singapore is looking into those and can still focus on a lot of opportunities to grow the country’s tourism industry. These things need to be addressed next.
Singapore's Opportunities for Growth and Diversification
There is always a market to grow with the tourism industry. This includes capitalizing in emerging markets. Singapore has already included this agenda in its list, but going into China, India, and all of Southeast Asia would be a secure step toward tourism.
While eco-tourism and wellness are on the top list of trendy tourists, this is still being implemented in Singapore. Aspects of wellness and culinary tourism have room to grow.
Modern tourists like to explore more diverse destinations. So, with the traditional attractions on the side, the country can focus on more enthusiastic explorers for niche-based tourism.
Continued development in transportation, accommodation, and facilities, catering to country or region-specific tourists, is still on the low. Investing a close concern in these fields can help more for tourism.
Singapore has already taken steps towards many future plans. These things need to be addressed, too, in order to complete the full circle of the industry.
Singapore Future Tourism Strategies and Marketing Efforts
Singapore is looking into a sustainable Green Singapore. This commitment to the UN will increase the number of like-minded tourists visiting the country. By 2050, the country wishes to go zero net emissions with its efforts on both the nation and its tourism industry.
Integrating the country’s developed technological industry along with tourists would bring a more immersive experience. This will also help target specific and potential markets, efficient visa operation, and the overall tourism ecosystem. The country has already started the “Made in Singapore’ campaign, which is a big hit across the UK.
Singapore also offers a diversification of experiences through its national events from different cultures. Being a country with Chinese, Malay, Indian, Eurasian, and Peranakan cultures, the country has included each of the holidays as its heritage. This is bringing in more tourists, as we have seen at the beginning of 2024.
Another great initiative that Singapore has taken recently is collaborating with governments and private entertainment companies. This has brought the Singapore tourism industry close to different regions in the world.
Conclusion
Singapore is a small country with a big potential for tourism. Being a safe route for business and as a country in general, it has positioned itself in the world market. The challenges that it has faced from the recent pandemic have brought new challenges to face later on.
However, there is a lot of room for the country to grow with its diversified effort, heritage, and technological advancements. Markets such as China, India, the US, and Europe are still eager to visit the country.
Looking into a more eco-friendly aspect for the latest trends would draw larger niche-based visitors to the country. While the country is already one step ahead of its wellness program, integrating the full sustainability efforts with the UN would be a more secure step for the industry.
As the country embraces the future of technological development and implements artificial intelligence in its marketing, it is safe to say the country’s future looks brighter than before. With strategic planning, effort, and innovative steps, Singapore can regain its former status in the world.
Frequently Asked Questions (FAQs)
How many tourists visit Singapore in 2021?
The number of tourists who visited Singapore in 2021 was 92,796. Due to the pandemic, restrictions were in place, and there were fewer tourists allowed in the country to avoid further spread.
Which month has the most tourists?
Singapore experiences the most tourists in the country between the months of December and June. This is due to the less humid weather and more attractions to experience during this time.
When did Singapore start tourism?
Singapore started its tourism sector on 1st January 1964. The first tourism board was called the Singapore Tourist Promotion Board rather than the Singapore Tourism Board now.
What is the slogan of Singapore tourism 2024?
The Singapore tourism slogan is ‘Passion Made Possible.’ It signifies how the country has defied all odds and became one of the leading metropolises in the world.
How many hotels are there in Singapore?
There are over 430 hotels/properties in Singapore offering over 70,000 rooms to tourists throughout the country.
What is Singapore's top export?
Singapore's top export products are:
- Electronics and electrical equipment.
- Petroleum and chemical products.
- Pharmaceutical products.
- Biomedical products.
- Machinery and equipment.
What is the main business in Singapore?
Singapore's main business is manufacturing electrical goods. This includes different types of parts to fully-fledged electronic devices.
What is Singapore ranked in tourism?
Singapore is ranked 5th in the world's tourism industry and 2nd in Asia.
Why is Singapore a tourist attraction?
Singapore is known for its tourist attractions due to many reasons. For one, it is the global financial center of southeast Asia, which brings in a lot of business travelers. Secondly, it has the most breathtaking heritage sites and a world-class airport with a waterfall inside. Luxurious malls and other destinations in island nations come after these two reasons, which makes it one of the most desired attractions for tourists.
Are things expensive in Singapore?
The answer is yes; things in Singapore are a bit expensive. As a well-developed country, the living standards and safety are high. The country is ranked 6th among the world's safest countries as of 2023. Having all the luxury brands, Michelin-star restaurants, and high-end lifestyles, things are a bit expensive. But you can also find a lot of affordable options as a tourist.
