The Singapore Tourism Board (STB) is looking at source markets beyond Jakarta to further grow Indonesian arrivals and to strengthen the city-state’s position as a convenient and vibrant destination for travellers.
Indonesia was Singapore’s second-largest source market globally and the largest in South-east Asia for 2024, contributing 2.49 million visitors, an eight per cent increase from 2.3 million in 2023.
STB data also showed from January to September 2024, Indonesian travellers generated S$2.13 billion (US$1.59 billion) in tourism receipts, excluding Sightseeing, Entertainment and Gaming. Among the spending categories, shopping emerged as the largest contributor followed by accommodation and F&B, both of which grew in 2024.
Speaking at the Singapore Tourism Board 2024 Year in Review press conference in Jakarta recently, Mohamed Hafez Marican, area director, Indonesia of STB, said: “The good performance reflected Singapore’s strong line-up of leisure events in 2024, diverse lifestyle offerings, as well as new and refreshed attractions. These have continued to appeal to Indonesian travellers, reinforcing Singapore’s position as a preferred destination for both leisure and business.”
To make further inroads in the Indonesian tourism market, STB will continue to form beneficial partnerships with local players, just as it did recently with Gojek and a tripartite with Garuda Indonesia and Changi Airport Group. It will also tap into new markets like Padang in West Sumatera and West Java, leveraging the improved connectivity with Singapore.
Marican said: “When I speak with Indonesians from Jakarta, I know many of them are familiar with Singapore, some even travel three to four times a year. What we hope to do is to raise awareness of Singapore in other cities like Bandung, Yogyakarta, Surabaya, Padang and Medan, where accessibility is available to Singapore.”
In Padang, for example, Scoot has launched direct flights from Singapore in January. Together with STB, the airline hosted a sales mission to Padang last November to introduce both the service and the destination.
“Bandung does not have a direct flight to Singapore, but it is quite convenient for people in Bandung to access Singapore via Jakarta,” added Marican.
A B2B table-top event was also held in Bandung last year.
Commenting on market development, Marican said STB recognises the importance of the growing Muslim market. In 2024, the NTO collaborated with modest fashion brands and communities to promote Singapore as a halal-friendly destination. Additionally, engagements with influential figures such as culinary icon Bu Rudy from Surabaya helped strengthen awareness of Singapore’s leisure offerings in cities beyond Jakarta. STB will also be engaging new segments such as sports communities.
Apart from the initiatives and programmes in Indonesia, the opening of new attractions in Singapore this year along with a line-up of leisure and business events throughout 2025 are expected to boost arrivals to Singapore.
