The campaign features a twist on some of Singapore’s iconic experiences – from forest bathing at Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful ‘air show’ at the all-new Mandai Bird Paradise. As global travel continues to pick up pace, STB expects this year’s visitor arrivals to recover to about 12 to 14 million, and tourism receipts to sit at around S$18 to S$21 billion, approximately two-thirds to three-quarters of pre-Covid 2019 levels.

Made in Singapore replaces STB’s SingapoReimagine international recovery campaign launched in November 2020.