Singapore Tourism Board (STB) is turning its focus on younger travellers aged between 25-39 in a new campaign titled ‘We don’t wait for fun'.
The campaign positions Singapore as a year-round lifestyle destination for Millennials and Gen Zs, a segment known for its strong appetite for travel, experiences and discretionary spending.
The strategy is backed by numbers. According to STB, travellers aged 25–34 and 35–44 together made up more than 40% of Singapore’s international visitor arrivals in 2025 – around seven million out of 16.9 million visitors.
"Early career travellers are looking for more than fleeting photo opportunities – they seek authentic experiences that offer engagement and self-discovery. Singapore's compact size is perfectly suited to this,” said Lim Shoo Ling, director, segment marketing & visitor experience at STB.
“We hope these travellers have fun in Singapore and return home with a sense of fulfilment from discovering something new and unexpected during their trip, developing greater affinity with Singapore as a destination.”
Suggested itineraries include pairing Orchard Road and the Emerald Hill area with a local guide, followed by indoor snowboarding at Trifecta and pizza and music at Riders Lounge.
Afternoons could be spent at Sentosa, where the Giant Swing, Tanjong Beach Club, and WEAVE, Resorts World Sentosa’s lifestyle mall, are located.
Beyond the usual attractions, travellers are invited to explore Singapore’s hidden gems such as Joo Chiat and New Bahru.
The ‘We don’t wait for fun' campaign will roll out across nine markets: China, Indonesia, India, Japan, Malaysia, South Korea, the Philippines, Thailand and Vietnam.