Families planning their next holiday to Singapore can also enjoy a variety of in-destination travel promotions this year
Kuala Lumpur, 2 September 2024 – Singapore Tourism Board (STB) Malaysia will launch a content collaboration to address the large and growing segment of Malaysian family travellers looking for an ideal destination where they can bond and relax.
The content aims to position Singapore as a welcoming place for families, particularly those with young children. It features a collaboration with Malaysian personalities Farah Nabilah and Elecher Lee to share their family travel experience and the emotive bonds of togetherness created while on a meaningful holiday in Singapore.
Demand is strong for families looking to travel with their loved ones. More than 80 percent of travellers plan to travel with immediate family, while more than half (52 percent) are keen to catch up with relatives on vacation, according to Agoda’s Family Travel Trend Survey 2022. Specifically, for travellers from Malaysia, 35 percent are said to be more likely to plan two or more family trips a year.
Travellers to Singapore can also look forward to a slew of attractive deals to get more value out of their next holiday. Those visiting later this year can check out a variety of attractions for the entire family.
Singapore’s right to win the family audience with new offerings
Singapore has a wide range of new attractions, dining establishments, retail offerings and calendar of events that caters well to Malaysian families. Key upcoming developments include: The expansion of both the Marina Bay Sands and Resorts World Sentosa integrated resorts – RWS’s S.E.A Aquarium which is being transformed into the Singapore Oceanarium, the rejuvenation of Mandai Wildlife Reserve’s parks and addition of the Mandai Rainforest Resort, as well as upgrades at The Palawan Sentosa with the brand new Sentosa Sensoryscape, which offers an immersive, multi-sensorial journey for adults and kids alike.
Families can stay at kid-friendly hotels such as the Parkroyal Collection Marina Bay with gnome-themed family rooms, Shangri-La Singapore Orange Grove Road with new children’s facilities and family-friendly dining, as well as Pan Pacific Singapore Raffles Blvd which offers jungle-themed rooms in partnership with Kiztopia.
Singapore’s close proximity and ease of travel make it a perfect stop for families. From January to June 2024, Singapore recorded close to 600,000 visitors from Malaysia, which is ranked as the 4th top source market for Singapore. The family segment has rebounded post-pandemic and contributed strongly to Singapore’s visitor arrivals.
“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family-friendly experiences,” shared Terrence Voon, Executive Director, Southeast Asia, STB. “With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together.”
Singapore as a holiday spot for families to reconnect
The content produced stars Farah Nabilah and Elecher Lee and their families, showcasing how Malaysian families can travel to Singapore as an annual holiday spot to reconnect and create moments together. Both personalities spotlight family experiences that are quintessentially Singapore, from iconic attractions to hidden gems, where the ordinary is made extraordinary.
Farah and Elecher also share personal stories of their family vacations in Singapore, showcasing how each experience, activity, and moment spent together were opportunities to create memories with their loved ones. In many instances, they will also share their surprise at discoveries they made with their children and even about each other.
Watch Farah Nabilah’s family trip to Singapore
Watch Elecher Lee’s family trip to Singapore
