The Singapore Tourism Board (STB) has launched a new campaign, “We don’t wait for fun”, spotlighting popular local destinations through a series of 15-second clips.
In one of the clips titled “Katong-Joo Chiat Adventures in Singapore”, a young man is seen snapping photos of Peranakan houses, shopping and snacking on local treats at Chin Mee Chin Confectionary. He then meets with an old woman dressed in a kebaya at a restaurant and the two are later seen taking outfit pictures together at the end of the clip.
The next clip, “Concert experiences in Singapore”, focuses on fans celebrating and getting ready for a concert at The Kallang. The clip ends with them dancing and jumping up and down at a concert.
Don’t miss: STB wraps up social media pitch, retains agency partner
The clip “Monkeying around in Singapore” brings viewers to Rainforest Wild Asia as young adults are seen partaking in thrilling activities such as climbing up high elements at Wild Apex Adventure and bouncing atop AIA Vitality Bounce net.
The fun continues in “Beach thrills in Singapore” where a man is seen is first seen enjoying his drink at Siloso Beach and later joining his friends on an exhilarating zip across the beach on Mega Adventure Sentosa.
The final clip features unexpected thrills at Orchard Road, spurred by a man seen skiing across the busy shopping street.
The timing of the campaign aligns with a strong 2025 for Singapore’s tourism sector. From January to September, tourism receipts hit SG$23.9 billion, up 6.5% from 2024, the highest for this period.
International visitor arrivals also grew, reaching 16.9 million, with Mainland China, Indonesia, Malaysia, Australia, and India forming the top five markets. Attractions, entertainment, and F&B led spending growth, signalling healthy demand across leisure sectors.
The momentum has been fueled by new and refreshed experiences across the island. Mandai’s Rainforest Wild Asia and Curiosity Cove, Resorts World Sentosa’s Singapore Oceanarium, and Jurassic World: The Experience at Gardens by the Bay added fresh draws, while major events such as the Formula 1 Singapore Grand Prix, world-class concerts, and international exhibitions reinforced Singapore’s position as a premier lifestyle destination.
“The strong tourism receipts performance in 2025 puts us on a steady trajectory towards achieving our Tourism 2040 ambitions1,” said Melissa Ow, chief executive, Singapore Tourism Board.
“We are attracting visitors who value the distinctive experiences that Singapore offers. To maintain this growth momentum and reinforce our destination appeal and global hub status, we will continue to develop a strong pipeline of differentiated products, events, and experiences.”
Ow highlighted that, as part of Singapore’s Tourism 2040 vision, STB will keep pursuing new markets and helping tourism enterprises and the workforce create distinctive, sustainable experiences.
MARKETING-INTERACTIVE has reached out for more information.
“We don’t wait for fun” follows a series of celebrity-led campaigns unveiled last year. Installments include a campaign with Superman actor David Corenswet as he suits up to explore the high life via treetops and wind tunnels as well as a collaboration with K-pop artist JISOO to release a special video for Your Love, a track from her latest mini album AMORTAGE. The video was set against the lush backdrop of Mandai Wildlife Reserve, beautifully highlighting the city-state’s natural wonders and world-class wildlife attractions.
Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing.
Related articles:
Four agencies shortlisted for STB creative pitch
Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore
Singapore to be showcased in BTS Jin’s next music video
