The Singapore Tourism Board (STB) Malaysia is excited to announce a new content collaboration designed to entice Malaysian families to choose Singapore as their next vacation destination. This initiative aims to position Singapore as the perfect family-friendly getaway, highlighting its ability to offer enriching and memorable experiences for families with young children.
The campaign will feature popular Malaysian personalities Farah Nabilah and Elecher Lee, who will share their personal family travel experiences in Singapore. By showcasing their stories, the campaign aims to emphasize how a family holiday in Singapore can foster deep emotional connections and create unforgettable moments.
Family Travel is Booming
The popularity of family travel continues to rise, with a growing demand for these types of vacations. According to Agoda’s Family Travel Trend Survey 2022, over 80% of travelers plan to vacation with their immediate family, and over half wish to reconnect with extended relatives during their trips. Malaysian travelers are particularly enthusiastic about family vacations, with 35% planning two or more family trips annually.
Singapore: A Family-Friendly Destination
Singapore is actively expanding its family-friendly offerings with a wide range of new attractions, dining options, shopping experiences, and events designed to appeal to Malaysian families. Key developments include:
*
Marina Bay Sands and Resorts World Sentosa Expansion:
The S.E.A Aquarium is being transformed into the Singapore Oceanarium, offering an immersive underwater experience.*
Mandai Wildlife Reserve Revitalization:
The addition of the Mandai Rainforest Resort provides immersive wildlife experiences.*
Palawan Sentosa’s Sentosa Sensoryscape:
This multi-sensory attraction is designed to engage both adults and children.Accommodation Options for Families
Singapore’s hotels cater to families, offering a variety of options that prioritize comfort and fun. For example:
*
Parkroyal Collection Marina Bay:
Features gnome-themed family rooms.*
Shangri-La Singapore:
Boasts new children’s facilities and family-friendly dining on Orange Grove Road.*
Pan Pacific Singapore:
Collaborates with Kiztopia to create jungle-themed rooms.Convenient Location and Strong Recovery
Singapore’s close proximity to Malaysia and ease of travel make it an ideal choice for a quick and enriching family vacation. In the first half of 2024, nearly 600,000 Malaysian visitors traveled to Singapore, solidifying Malaysia as the fourth largest source market for the city-state. The family travel segment has shown a strong recovery post-pandemic, significantly contributing to Singapore’s visitor numbers.
The New Content Series
The new content series will feature Farah Nabilah and Elecher Lee, along with their families, showcasing how Singapore serves as a perfect annual destination for Malaysian families to reconnect and create cherished memories. The series will highlight various family experiences, from exploring iconic landmarks to uncovering hidden gems, making every moment in Singapore extraordinary.
Farah and Elecher will bring their personal family travel experiences to life, sharing how their trips to Singapore provided countless opportunities for bonding and memory-making. Each visit to an attraction, participation in an activity, and shared moment will be portrayed as a chance to deepen connections with loved ones. The content will include heartwarming anecdotes of their surprises and discoveries, not only about the places they visited but also about their children and each other, highlighting the joy of exploring together.
This collaboration aims to inspire other Malaysian families to choose Singapore as their go-to destination for quality family time, where every visit promises new experiences and unforgettable moments.
