The Singapore Tourism Board (STB) launched its next-generation B2B roadshow in India on 15th July 2025, introducing a refreshed format that featured over 60 Singapore tourism partners. The two-city showcase, starting in New Delhi and continuing in Kochi on 17th July, presented a dynamic blend of immersive experience zones highlighting Singapore’s latest offerings across attractions, cruises, and destination management services. The revamped format reflects STB’s strategic focus on deepening its engagement with Indian travel trade partners and showcasing Singapore’s continually evolving tourism landscape.
Amid strong momentum with over 500,000 Indian visitors arriving in the first half of 2025, the roadshow also signaled key developments in STB’s trade strategy. This includes a new familiarization programme aimed at empowering Indian travel professionals and fresh perks tailored to the MICE segment.
Immersive Experience Zone Debuts in New Delhi
The New Delhi leg of the roadshow introduced an innovative Experience Zone, replacing traditional setups with engaging, hands-on showcases from top Singaporean stakeholders, including Changi Airport Group and leading attractions. A key highlight was Sentosa’s “island within the zone,” an immersive space featuring seven prominent exhibitors—Sentosa Development Corporation, Mount Faber Leisure Group, Skyline Luge Sentosa, Sentosa 4D Adventureland, Mega Adventure, Madame Tussauds Singapore, and Resorts World Sentosa.
Michael Ma, Assistant Chief Executive at Sentosa Development Corporation, remarked, “With the Experience Zone, we’re offering a slice of Sentosa right here in India. This powerful platform allows us to connect deeply with travel partners and demonstrate why Sentosa remains a top choice for Indian tourists and MICE events.”
India-Focused Familiarization Scheme for Travel Agents
Effective 1st August 2025, STB will launch the “Singapore DMC Trade Partner Fam Support Scheme,” a pilot initiative targeting Indian travel agents. The program will assist Singapore-based Destination Management Companies (DMCs) in organizing curated familiarization trips for their Indian partners. The goal is to foster the creation of distinctive itineraries and further integrate Singapore’s new and evolving experiences into the Indian travel market.
Expanding MICE Opportunities with New Incentives
Singapore remains a leading MICE destination for Indian corporates and incentive groups, with major upcoming events including Sun Pharma’s 6,100-delegate program and CREDAI Natcon’s first Singapore edition in September. To further enhance MICE appeal, STB India is extending its “Just Between Us Friends” campaign to the sector. Between 1 August 2025 and 31 March 2026, newly secured Indian incentive groups can avail of exclusive privileges, including benefits from Sentosa’s partners, local tourism stakeholders, and travel incentives with IndiGo and Singapore Airlines.
Markus Tan, Regional Director (India, Middle East, South Asia, and Africa), Singapore Tourism Board, stated:
“India continues to be a key market for Singapore. As we celebrate 60 years of diplomatic ties, we are introducing new engagement strategies and product offerings that reflect both the strength of our relationship and our commitment to creating future-forward travel experiences for Indian visitors.”
