A number of tourism players have hopped onto the bandwagon to be involved in this yearâs edition of the Singapore Food Festival (SFF).
The 25th anniversary of the event, which is organised by the Singapore Tourism Board (STB) from July 13-29, is back with a line-up of more than 20 culinary programmes throughout the island.

These include experiences and offers rolled out by prime tourist destinations. For example, Sentosaâs Siloso Beach will return with Feast at Sentosa â Sentosa Grillfest; Celebrating Singapore Food Festival at AccorHotels will see the groupâs properties roll out limited-edition menu items at its in-house restaurants; and Changi Airport will introduce local-inspired offerings at its F&B merchants such as Krispy Kreme, Crystal Jade La Mian Xiao Long Bao and Duty-Free Singapore.
âWe want to raise awareness among the public that we have restaurants, not just hotels. We have over 40 restaurants across our hotels, of which eight are participating (in SFF),â shared Sng Ju Stephanie, cluster director of digital marketing, loyalty & partnership, Singapore, AccorHotels.
The trade playersâ participation in SFF will also help market the event to the international guests, especially those staying at AccorHotelsâ properties, STB’s director, retail & dining, experience development group Ranita Sundra remarked.
She explained that SFFâs success has benefitted its partners so much that they have repeatedly returned to collaborate, and this has drawn even more applicants during the eventâs open call.
Sundra added: âWeâve seen the number of tourists coming to this event increase in certain markets. This year, weâre focusing on three markets â Thailand, Vietnam and the Philippines â who are willing to spend on F&B (in Singapore). We work closely with our regional offices to try and draw these people to SFF.
âIn the past, SFF was very much a local event. We believe weâve grown the branding locally and now, weâre going to start trying to bring in more visitors during this period.â






























