Singapore continued to witness strong demand from the Indian market in 2025, welcoming over 1.2 million visitors from India, reflecting an increase of around 1% compared to 2024. This performance reinforces India’s position as one of Singapore’s most important visitor source markets.
The momentum aligns with broader global tourism trends, with International Visitor Arrivals (IVA) reaching 16.9 million in 2025, representing a 2.3% growth year-on-year and underscoring Singapore’s sustained appeal across international markets.
Singapore’s tourism sector recorded steady growth, with tourism receipts (TR) reaching S$23.9 billion in the first three quarters of 2025, marking a 6.5% increase over the same period in 2024 and the highest TR recorded for this timeframe. Tourism receipts from India totalled S$1.17 billion, reflecting a 5% year-on-year increase.
2025 India market highlights
Marking 60 years of diplomatic relations between Singapore and India, 2025 emerged as a milestone year characterised by deeper engagement and sustained travel growth.
The Singapore Tourism Board (STB) launched the year-long “Just Between Us Friends” campaign in January 2025, bringing together travel agencies, airlines, payment companies, and shopping malls to offer exclusive deals for Indian travellers. The campaign extended beyond leisure travel to include the MICE segment, introducing special privileges for Indian incentive groups travelling between August 2025 and March 2026 through partnerships with Sentosa, IndiGo, Singapore Airlines and island hotels.
STB also rolled out a series of strategic marketing collaborations to strengthen brand affinity in India. These included partnerships with Nickelodeon, the 60 Insiders advocacy panel, and Gamechangers Studio, aimed at engaging audiences through authentic Singapore insider narratives. The flagship “Is This Even Singapore” social media campaign, launched in June 2025 under the Friends of Singapore programme, achieved a reach of over 145 million through immersive creator-led content.
The Nickelodeon “FamJam in Singapore” campaign further boosted family segment engagement through integrated content and an interactive game, earning a GOLD award at the GEMA Asia Awards 2025 for marketing excellence and brand innovation.
To enhance the travel experience for Indian visitors, STB partnered with NPCI International to enable UPI payments across more than 130,000 merchants in Singapore, including duty-free outlets at Changi Airport.
Strengthening air connectivity, STB signed its first-ever memorandum of understanding with an Indian airline, IndiGo, in July 2025. The year-long partnership aims to boost leisure and business travel from India, enhance connectivity from secondary cities, and showcase Singapore’s diverse offerings through IndiGo’s network.
In 2025, Singapore also hosted the largest Meetings & Incentive (M&I) group movement from India, welcoming over 6,000 employees of Sun Pharma. This milestone reaffirmed Singapore’s positioning as a premier destination for large-scale Indian corporate events.
Commenting on the India market’s performance, Markus Tan, Regional Director, India, Middle East, South Asia and Africa, Singapore Tourism Board, said:
“2025 marked a milestone year for Singapore–India tourism as we celebrated 60 years of diplomatic ties. We’re encouraged that over a million Indian visitors chose Singapore, driving strong tourism spending and reflecting continued confidence in our destination. From leisure travellers to large corporate groups, this diversity highlights the success of our partnerships, connectivity and campaigns that resonate with Indian travellers. We thank our Indian stakeholders for their collaboration in strengthening the deep bonds between our two nations.”
Sustaining growth through enhanced destination appeal
Singapore strengthened its destination appeal in 2025 with the launch of several new attractions, including Rainforest Wild at Mandai Wildlife Reserve, Curiosity Cove, Jurassic World: The Experience at Gardens by the Bay, and the Singapore Oceanarium at Resorts World Sentosa. Rejuvenation initiatives upgraded existing attractions such as the Chinatown Heritage Centre, SuperPark, and the Singapore Flyer Time Capsule.
The city also expanded its cruise offerings with new homeported ships and reinforced its reputation as Asia’s leading events capital through marquee events such as ART SG and the FORMULA 1 Singapore Airlines Singapore Grand Prix.
The hospitality sector saw significant expansion with new luxury and lifestyle hotel openings, while exclusive fashion and luxury showcases by CHANEL, Cartier, and Louis Vuitton further strengthened Singapore’s positioning as a global lifestyle destination.
Singapore’s MICE sector continued to excel, ranking 3rd worldwide and 1st in Asia-Pacific by the International Congress and Convention Association, and 2nd in Asia-Pacific on the Global Destination Sustainability Index.
Looking ahead to 2026
Building on strong performance in 2025, Singapore’s tourism sector is well positioned for continued growth in line with its Tourism 2040 vision. The 2026 pipeline includes new immersive entertainment concepts, the return of Cirque du Soleil’s KOOZA, Disney Cruise Line’s first Asia homeport, major concerts, and expanded lifestyle and nature-based attractions.
Looking ahead, STB plans to roll out targeted campaigns for millennials, Gen Z, and family travellers, while expanding outreach beyond metro cities and strengthening MICE engagement with Indian corporates and incentive planners.
