SINGAPORE – THE MULTI-AWEE GETAWAY
The number of Vietnamese visitors to Singapore has remained stagnant over the past year.
- Total outbound to Singapore: 591k
- Ranked 11th in terms of visitor arrivals
- Top 2 source cities: HCMC (53%) & Hanoi (21%)
- Total tourism receipt: SGD 507 million but 0% YOY growth
Gain favor among Vietnamese travelers and boost their consideration for traveling to Singapore.
Promote Singapore as an enticing travel destination through its 7 Passion Tribes Travel platform.
People view Singapore as a one-time visit destination, with no unique experiences to offer beyond rigid skyscrapers and technology.
When mapping the current travel landscape:
- Vietnam and Thailand are seen as culturally singular yet easy to reach.
Korea leans toward the harder-to-reach end of the spectrum. - Japan is viewed as both multicultural and distant.
In contrast, Singapore, though accessible, is perceived as clean, modern, and convenient, but lacking in cultural depth or diversity.
The strategic shift we aimed to drive was to reposition Singapore as both accessible and multicultural.
Key takeaway:
Singapore is a reachable fusion trip: an easy, immersive destination that brings together the richness of many worlds in one place.
The target includes Gen MZ travelers, digitally savvy, independent, and inclined toward short, free-and-easy getaways. They often travel to bond with friends or family. Their motivation lies in taking quick, refreshing breaks from daily routines to balance their busy lifestyles.
Key takeaway:
Singapore is an easy, quick getaway to break out of the youth’s daily routine.
People think Singapore is a predictable travel place.
Singapore with 7 Tribes – Passion Made Possible
GET:
Early-career Gen MZ travelers who tend to take short weekend trips and travel independently with friends.
TO:
Feel that Singapore is both an easy, quick, and fusion travel destination.
BY:
Showing that a fusion Singapore can quickly and easily accommodate all kinds of youth travel passions.
When people think of Singapore, a string of assumptions comes to mind:
It’s just a city with concrete. Just a small island. Just a place for shopping. Just a modern country. Just for business. Just a two-day destination. Just Instagram-worthy. Just for partying. Just for self-indulgence.
And yes, all of those things might be true.
But what’s not true is the idea that Singapore is only “just this” or “just that.” Because beyond those surface perceptions lies an untold Singapore, the one that unfolds like a reachable multiverse of experiences, welcoming everyone with open arms.
It’s a place where opposites attract:
- Where modern meets culture
- Where technology meets nature
- Where past, present, and future are beautifully tangled
- Where people from all over the world gather and still feel like they belong
- Where two polars of an axis and everything in between are integrated into one seamless experience
It’s not just a destination. It’s a melting pot of inclusivity, both visible and invisible.
For your next getaway:
Experience everything, from everywhere, all in one place, right in your hand.
EXPERIENCE THE MULTI-AWEE SINGAPORE
A playful, bold reframe that elevates Singapore from “just” to “awe.”
The concept captures the emotional spark of discovering something unexpectedly rich in a place you thought you already knew. “Multi-Awee” combines multiverse + awe, signaling the layered, surprising, and delightful moments that come from a Singapore that’s no longer predictable