The Singapore Tourism Board (STB) has announced a bold and forward-looking strategy aimed at revolutionizing the city-state’s tourism landscape. Titled “Tourism 2040,” the comprehensive roadmap outlines transformative initiatives to boost both business events and leisure travel, driving long-term economic growth and solidifying Singapore’s status as a global tourism powerhouse.

The roadmap is anchored on three strategic pillars: capturing new demand, enhancing Singapore’s appeal with world-class attractions, and strengthening the tourism industry through investment and workforce development.

MICE Sector at the Heart of Growth

A major thrust of the Tourism 2040 plan is the expansion of the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. STB aims to triple MICE tourism receipts by 2040, which would account for 10% of total tourism revenue. This ambition will be propelled by mega-events like the Herbalife Extravaganza 2026, projected to be the largest-ever gathering of its kind in Singapore, attracting over 25,000 delegates.

In partnership with stakeholders like the Singapore Business Federation and the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), the STB is rolling out programs to attract and curate high-impact business events, reinforcing Singapore’s position as a preferred destination for international conferences and exhibitions.

Expanding Singapore’s Tourism Appeal

To enhance its allure for leisure travelers, Singapore is investing in a new generation of attractions and revitalization projects. Upcoming highlights include the Singapore Oceanarium at Resorts World Sentosa, the Porsche Experience Centre, and a new Science Centre slated to open in 2027.

Key tourism precincts are also being transformed. Orchard Road will host new experiential spaces such as Grange Road by Live Nation, while Sentosa is undergoing a makeover featuring fresh attractions, beach upgrades, and expanded heritage trails. The Changi East Urban District, linked to the upcoming Terminal 5, is being developed into a dynamic node for both business and leisure.

Singapore is also eyeing leadership in emerging tourism niches, including cruise tourism, wellness, and lifestyle experiences, with plans to attract global events in sports, music, and fashion.

Investing in Industry and Innovation

The third pillar of the roadmap emphasizes capacity-building within the tourism sector. STB is set to launch a new Travel Agent Roadmap in July, positioning agents as “Curators of Travel that Inspire.” The strategy also includes investments in digital innovation, with initiatives such as the Tourism Accelerator and Data Analytics Shift aimed at helping businesses stay competitive in an evolving global landscape.

By 2040, Singapore targets to achieve tourism receipts between S$47 billion and S$50 billion (approximately US$35.5 billion to US$37.8 billion), marking a substantial leap from current levels.

Through Tourism 2040, Singapore is not just adapting to global tourism trends—it is setting the pace. With strategic foresight, collaboration, and innovation, the city-state is poised to lead the next era of business and leisure travel in Asia and beyond.