Singapore is actively boosting its tourism sector. A primary focus is attracting regional travellers. This includes a significant new partnership with IndiGo.

The Singapore Tourism Board (STB) and domestic carrier IndiGo signed an initial pact. This strategic agreement aims to boost tourism and travel. It will promote Singapore as a leading leisure and business destination. Bookings will be boosted via IndiGo’s network.

India: A Top Tourism Source

India remains one of Singapore’s top three tourism source markets. It showed strong performance in 2024. Indian visitor arrivals exceeded 500,000 in the first half of 2025.

This growth is supported by excellent air connectivity. More than 270 weekly flights connect Singapore. These flights link to 15 Indian cities.

The collaboration is a first for both partners. It marks STB’s first Memorandum of Understanding with an Indian airline. It is also IndiGo’s first with a national tourism board.

STB’s Three-Pronged Strategy

STB’s strategy for attracting regional tourists involves “three I’s”. These are good ideas, co-investments, and infrastructure. The goal is to make Singapore a primary travel consideration.

Good ideas focus on what motivates people to travel. Regional tourists, within a three-hour flight radius, are key. They account for approximately 40% of Singapore’s global tourist market.

Secondly, STB seeks co-investments with the government. This approach ensures sustainability of resources. Benefits should flow back to commercial players and local businesses.

Lastly, building robust infrastructure is crucial. This means creating more spaces and venues. It includes providing good sets and equipment for events.

IndiGo’s Enhanced Offerings

IndiGo plans to enhance its flight offerings. It will launch a tailor-made business class, IndiGoStretch. This service will operate on flights to Delhi and Mumbai from Singapore.

The launch date is set for August 9, 2025. This date coincides with Singapore’s National Day. IndiGo is well positioned to meet rising demand. Its network provides seamless connections from nine destinations.

Melissa Ow, Chief Executive of the Singapore Tourism Board, commented on the initiative. She stated, “As we celebrate 60 years of India-Singapore diplomatic relations in 2025, our expanded collaboration with IndiGo and the launch of the year-long ‘Untold Singapore’ campaign positions us to harness the potential of India’s dynamic travel market.”.

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Melissa Ow
Chief Executive
Singapore Tourism Board (STB)

Ms Melissa Ow assumed her current role as Chief Executive of the Singapore Tourism Board on June 1, 2023. Previously, she served as Executive Vice President for Customer Experience, Marketing & Investment Facilitation Group at the Economic Development Board from 2020 to 2023. During her EDB tenure, she transformed the organisation’s B2B sales and marketing model, drove global promotion of Singapore’s business brand, and significantly raised new investments from foreign companies. Prior to EDB, Ms Ow was STB’s Deputy Chief Executive, where she led efforts to position Singapore globally for premier events and major tourism investments. She oversaw product development, ensuring quality tourism offerings, and managed corporate functions.