The Singapore Tourism Board (STB) successfully concluded its next-generation roadshow series in India, held from 15th to 17th July 2025, bringing together more than 60 Singapore tourism partners to showcase the destination’s latest developments through an innovative format.
The two-city business-to-business roadshow, which kicked off in New Delhi and continued to Kochi, featured dedicated experience zones where tourism partners – including attractions, cruise lines, and destination management companies – presented Singapore’s diverse offerings through immersive presentations.
Building on strong visitor momentum – with over half a million Indian travellers visiting Singapore in the first half of 2025, the roadshow marks a key milestone in STB’s enhanced trade outreach, which includes an all-new trade familiarization program to empower Indian partners to better promote Singapore and new perks for the MICE segment.
NEXT-GENERATION, FIRST-OF-ITS-KIND EXPERIENCE ZONE IN NEW DELHI
The New Delhi stop of the roadshow unveiled a brand-new format: a dedicated Experience Zone where Singapore’s top attractions, cruise operators, and Changi Airport Group were exhibited in a dynamic and interactive setting. Unlike the traditional table-top format, this zone allowed guests to engage more intimately with Singapore’s signature experiences.
“The introduction of the Experience Zone in New Delhi marks an exciting evolution in how we connect with our key markets. By bringing Sentosa’s diverse experiences together in one immersive space, we’re not just showcasing our attractions—we are bringing a slice of Sentosa to life here in India,” said Michael Ma, Assistant Chief Executive, Sentosa Development Corporation.
“This is a powerful platform to demonstrate why Sentosa continues to be a preferred destination for Indian leisure travellers and MICE groups alike, and we look forward to strengthening our connections with our valued industry partners.”
SINGAPORE DMC TRADE PARTNER FAM SUPPORT SCHEME – INDIA MARKET PILOT
STB will introduce the ‘Singapore DMC Trade Partner Fam Support Scheme’ on 1 August 2025, a pioneering initiative to transform how Indian travel agents experience and sell Singapore. This pilot program supports Singapore-based Destination Management Companies (DMCs) in hosting customized familiarization trips for Indian travel agents.
A LEADING MICE DESTINATION WITH NEW PERKS FOR INDIA
Singapore continues to attract significant MICE traffic from India, with the first half of 2025 recording strong performance across incentive and corporate segments. Major upcoming events include Sun Pharma’s 6,100-delegate gathering and CREDAI Natcon Convention’s inaugural Singapore edition this September, featuring over 1,000 delegates.
STB India is extending its “Just Between Us Friends” campaign to the MICE sector, introducing exclusive privileges for newly secured Indian incentive groups traveling between 1 August 2025 and 31 March 2026. The programme features tailored benefits from Sentosa and its nine island partners, along with special offerings from city-wide tourism stakeholders and enhanced air travel benefits through IndiGo and Singapore Airlines.
Speaking on this, Markus Tan, Regional Director (India, Middle East, South Asia and Africa), Singapore Tourism Board, shared, “The enduring strength of India-Singapore tourism reflects our deep bilateral ties and shared cultural connections. As we celebrate 60 years of diplomatic relations, we’re introducing fresh ways to showcase Singapore’s evolving story to Indian travellers. Our enhanced engagement programs and new travel experiences demonstrate our long-term commitment to this important market.”
