The Singapore Tourism Board (STB) is pushing ahead with its ambitious Tourism 2040 Roadmap, expected to generate around S$50 billion ($37 billion) in tourism receipts by the end of the next decade. But the plan is not just about increasing tourist numbers – it aims to attract a higher-value, deeper form of tourism, prioritising meaningful experiences, sustainable development, and long-term economic resilience.
By 2025, Singapore anticipates welcoming 17 to 18.5 million international visitors, building on the 16.5 million recorded in 2024. Tourism receipts have almost returned to pre-COVID levels, totalling S$27.5 billion to S$29 billion in 2024 (approximately $20.9 billion to $22 billion). Top source markets include China, Indonesia and India, with Chinese arrivals up 126% this year following the introduction of the 30-day mutual visa exemption.
STB’s strategy rests on three main pillars, namely, making the destination more attractive, increasing the competitiveness of the industry, and promoting sustainable and regenerative growth for a net positive environmental and social impact. A central component is the development of MICE (meetings, incentives, conventions and exhibitions) tourism, where the amount spent by travellers is typically double that of leisure visitors. Singapore aims to triple MICE receipts by 2040 by investing in enhanced facilities and attracting international events.
Taking a long-term view, the roadmap aims to meet future demand by targeting high-growth visitor segments and stopover passengers, enhancing the destination’s appeal with new attractions and events, and building industry capacity through talent development, innovation and sustainability initiatives such as eco-friendly infrastructure and community-based tourism.
Infrastructure will play a key role. The planned Terminal 5 at Changi Airport, due to open in 2030, will increase capacity by an additional 50 million passengers per year, cementing Singapore’s role as a stopover and short-haul hub.
Leisure tourism is also a key focus. With the integration of advanced technologies, Singapore aims to craft more personalised and immersive visitor experiences. This includes AI-powered apps that offer tailored dining and activity suggestions, virtual chatbots available around the clock for real-time information, and smart guides that adapt based on visitors’ interests and location. Attractions will also make use of augmented and virtual reality to bring local culture and heritage to life.
Beyond technology, the country is also banking heavily on arts, culture and entertainment. The roadmap covers a series of mega-events, including the return of e-sports tournaments such as the BLAST DOTA Slam and high-profile concerts with artists such as Lady Gaga, Elton John and G-Dragon.
However, global headwinds remain, and the ‘Trump card’ may influence visitor flows and overall tourism performance. Minister for Sustainability and the Environment, Grace Fu, warned in The Business Times that ‘the global environment is expected to be more challenging after US tariffs… consumer confidence may be affected as countries revise their growth rates downwards’. She added: ‘Even as we look ahead to a pipeline of events that will invigorate our tourism landscape, we must brace ourselves for near- to medium-term volatility that will test our adaptability.’
Implemented in close collaboration with the private sector, this roadmap positions Singapore as a global testbed for future tourism models that are technologically advanced, environmentally responsible, and economically robust.
STB chief executive Melissa Ow told The BusinessTimes that the sector has been the most resilient, “bouncing back from global recessions, pandemics and other crises.
With a clear strategic focus, Singapore is positioning itself as a global testbed for the future of tourism – one that is technologically advanced, economically resilient and environmentally conscious.
