This dossier takes a clear, data-supported look at the tourism scene of Singapore, 2025 and beyond. It exposes major trends of Singaporean travellers.

In 2025, people will not travel to check only one list. The journey is now about meaning, personal development and emotional relations. Welfare, culture and stability are becoming top priorities when people choose where to go and what to do.

Outbound trips remain a national ritual in Singapore. Average citizens take 2–4 overseas trips a year, spending on average 7.4 nights abroad that is among the highest in Asia (Source: Straits Times, 2024). Then: Travel was framed as consumption i.e. sightseeing, shopping, relaxation. Deals and discounts drove campaigns. Now: Travel is framed as identity, wellness, and cultural capital. Singaporeans want stories to tell, signals to show, selves to build. This matters for brands/operators in this category to design products that resolve paradoxes (stress vs bonding, solo vs social, green vs luxury).

WHO WILL BENEFIT FROM THIS?

This dossier helps stakeholders uncover how travel habits are changing and growing rapidly, while revealing new opportunities to innovate and expand within Singapore’s travel landscape.