Aiming to tap into the surging spending power of the Early Career segment – a demographic that accounted for more than 40 per cent of international arrivals in 2025 – the Singapore Tourism Board (STB) is continuing the rollout of its multi-phased global campaign.
Titled We don’t wait for fun, the campaign targets travellers aged 25 to 39 across nine key markets, including China, Indonesia and India, with the goal of converting their high propensity for travel into confirmed bookings.
“With global income growth and Gen Z’s purchasing power expected to increase, 2026 is an opportune moment to capture this segment,” Lim Shoo Ling, STB’s director of segment marketing and visitor experience, told TTG Asia.
Early career travellers also align with Singapore’s largest visitor demographic, spanning the 25-34 and 35-44 age groups, across its top five source markets: China, Indonesia, India, Malaysia and Australia.
“Visitors aged 25-44 from these markets represented nearly 25 per cent of total arrivals in 2025, demonstrating their significant contribution to tourism growth,” she added.
Rolled out progressively, the campaign debuted in May 2025 in partnership with Universal Music Singapore during Lady Gaga’s exclusive Asian tour stop. Social media influencers from across the region were invited to experience Singapore alongside the concert.
Similar initiatives followed during the Grand Prix Season Singapore in October 2025 and Singapore Art Week in January 2026.
During last year’s Grand Prix Season Singapore, for example, visitors were introduced to lifestyle concepts at New Bahru, events such as Jam Off and GrooveDriver Festival, and immersive dining experiences including AndSoForth, Lim shared.
January 2026 also marked the expanded roll-out of digital and social content, out-of-home activations, key opinion leader collaborations and industry partnerships across China, Indonesia, India, Japan, Malaysia, the Philippines, South Korea, Thailand and Vietnam.
When asked what this segment is seeking, Lim said: “This segment seeks authentic experiences, like experiencing local life and culture, or trying a new activity. They value the process of engagement and self-discovery, which leaves meaningful impressions that last far longer than the Instagrammable shot.”
Examples include snowboarding lessons at Trifecta in the heart of Orchard Road, exploring heritage precincts such as Joo Chiat with a local guide, or participating in animal encounters within the Mandai cluster of attractions.
As for other traveller segments, including active silvers and families, Lim said STB will continue to “market a good spread of products and experiences that are relevant and appealing to those segments”.
“This corresponds with our Tourism 2040 focus area to create an attractive destination through distinctive experiences and products, driving visitorship and spend,” she concluded.
