Singapore is rolling out the red carpet for Malaysian families seeking a perfect getaway to reconnect, create cherished memories, and enjoy unforgettable experiences. The Singapore Tourism Board (STB) Malaysia is unveiling a new initiative specifically tailored to this burgeoning market, emphasizing Singapore’s ideal attributes for families, especially those with young children.
The campaign, which leverages the personal stories of Malaysian celebrities Farah Nabilah and Elecher Lee, highlights the deep connections fostered during family vacations in Singapore. Both celebrities share their experiences, emphasizing the magic of family trips to the city-state, from renowned attractions to lesser-known treasures that transform everyday moments into something spectacular. Their narratives bring to life their vacation experiences, underscoring how each activity and shared moment creates lasting memories.
This initiative comes at a time when family travel is experiencing a significant revival post-pandemic. Agoda’s Family Travel Trend Survey 2022 reveals a strong desire for family vacations, with over 80 percent of travelers intending to vacation with their immediate family and 52 percent eager to reconnect with extended family. Notably, 35 percent of Malaysian travelers are likely to organize two or more family vacations annually.
Singapore’s appeal lies in its wide range of family-friendly offerings. The city-state is introducing a plethora of new attractions, eateries, shopping options, and event schedules tailored to Malaysian families. Noteworthy future projects include the expansion of Marina Bay Sands and Resorts World Sentosa. The latter’s S.E.A Aquarium will evolve into the Singapore Oceanarium, while the Mandai Wildlife Reserve is undergoing a transformation with new additions like the Mandai Rainforest Resort. Additionally, upgrades at The Palawan Sentosa include the new Sentosa Sensoryscape, providing a dynamic, sensory experience for both adults and children.
Family-friendly accommodations are abundant, with options such as the Parkroyal Collection Marina Bay featuring gnome-themed rooms, Shangri-La Singapore on Orange Grove Road with updated children’s amenities and family-oriented dining, and Pan Pacific Singapore on Raffles Boulevard offering jungle-themed accommodations in collaboration with Kiztopia.
Singapore’s proximity and convenient access further enhance its appeal. From January to June 2024, nearly 600,000 Malaysian visitors were recorded, making Malaysia the fourth-largest source of tourists for Singapore. This surge in visitor numbers highlights the resurgence of family travel and Singapore’s ability to cater to this segment.
“Families with young children are a key segment in the Malaysia market, and we believe Singapore is an ideal destination for their holiday needs. We are just a short flight away, and it’s easy for families to get around our city to enjoy a wide range of family-friendly experiences,” shared Terrence Voon, Executive Director, Southeast Asia, STB. “With the convenience and peace of mind that Singapore offers, we believe family travellers can focus on what really matters – enjoying precious moments and building lasting memories together.”
The campaign positions Singapore as the go-to destination for Malaysian families seeking to strengthen bonds and enjoy new experiences on annual getaways. Through Farah and Elecher’s personal narratives, the campaign emphasizes not only the renowned attractions but also the less-known treasures that transform everyday moments into something spectacular, further solidifying Singapore’s reputation as a family-friendly destination.
