Singapore: An Unreal, Vibrant, and Futuristic Destination – New Research Unveils Brits’ Perception
Singapore Tourism Board introduces its latest ‘Unreal. Made in Singapore’ campaign in the UK, highlighting how ordinary experiences are made extraordinary
It builds upon research which uncovered that more than 90% of Brits surveyed, selected at least one real image of Singapore, as AI generated – spotlighting the destination’s iconic experiences as fascinating and intriguing, to inspire travel
This sets a strong foundation to further encourage UK travellers to visit Singapore in 2024, given that it was one of the top 10 markets for international visitors in 2023
UK, London, 7 March 2024: AI-generated visuals are increasingly prevalent today, prompting UK travellers to ponder authentic destination imagery.
New research commissioned by the Singapore Tourism Board (STB) reveals the prevalence of AI is exacerbating a gap between traveller’s mental images of the destination and the actual country, as 41% of those surveyed admit they do not feel confident in identifying which images they see are real or AI- generated. Additionally, almost a third of Brits (27%) believe AI- generated images will replace real images of destinations in the future.
Within the same study, results indicated that Brits cannot tell the difference between real and AI-generated imagery of Singapore. When tested, a whopping 93% of Brits selected at least one real image of Singapore that they believed was AI-generated. Thanks to Singapore’s distinctive architecture, iconic skyline and eclectic experiences, nearly a quarter of those surveyed perceive it as an ‘unreal’ long-haul destination.
Singapore, located in the heart of Southeast Asia, is a visionary city with a unique visual identity that combines cutting edge biophilic architecture with astonishing lush nature and greenery landscapes. This has driven UK travellers’ perception of the country as a vibrant (39%), futuristic (28%), innovative (24%) and multicultural (26%) destination.
Singapore Tourism Board’s “Made in Singapore” global campaign, launched in September last year, puts a fresh spin on STB’s ‘Passion Made Possible’ destination brand and focuses on how Singapore transforms familiar or ordinary moments into extraordinary and memorable experiences for travellers – to distinguish itself from other destinations. Leveraging this, a month of activations under the banner of “Unreal. Made in Singapore” has been introduced this March to showcase ‘unreal’ and amazing experiences, to inspire travel to the destination.
UK audiences can be further surprised at the marvels of Singapore , through a 3D out-of-home billboard launched at Piccadilly Circus from 4 – 31 March. The Instagrammable 3D billboard features quintessentially Singaporean moments representing key landmarks such as the futuristic Supertrees at the Gardens by the Bay and the quaint colourful shophouses in Katong-Joo Chiat, as well as the performance art of wok-frying the ubiquitous Singaporean Chilli Crab dish.
Michael Rodriguez, Area Director Northern & Southwestern Europe, Singapore Tourism Board said: “Singapore is a destination that is so unreal, it is more unbelievable than any traveller, and even AI, can imagine. It offers unexpected takes on everyday moments, and captivates through its vibrant culture, food and nature, alongside show-stopping and futuristic scenery. The launch of our integrated campaign marks a significant point in our journey to welcome more UK travellers to Singapore and establishing ourselves as a must-visit destination in 2024.”
The launch of the campaign comes on the back of a strong recovery for Singapore’s tourism industry in 2023 with International Visitor Arrivals (IVA) reaching 13.6 million and Tourism Receipts (TR) estimated to reach between S$24.5 to S$26 billion. This achievement surpassed STB’s initial projections of 12-14 million visitors and tourism receipts of S$18-S$21 billion. Notably, the UK was one of the top 10 markets for international visitors to Singapore, with 474,000 arrivals in 2023.
STB has rounded up five of the most unreal and fascinating experiences:
- Gardens by the Bay: Home to 1.5 million plants, the Gardens’ iconic structures are architectural marvels that reimagine nature with artistic finesse. Designed with sustainability in mind, the Gardens feature two huge futuristic structures – Flower Dome and the Cloud Forest cooled conservatories – which use cutting-edge technologies for better energy efficiency. Visitors can walk amongst the iconic Supertrees that rise up to 50 metres above ground and come alive with an exhilarating light and musical show at night.
- Sensoryscape Sentosa: Opening this month and located at the heart of Sentosa island, the new 30,000sqm Sentosa Sensoryscape will link Resorts World Sentosa in the north to Sentosa’s beaches in the south through a multi-sensory unique experience.
3. Hawkerwalk @ Old School Snacks Walking Tour: Discover the unreal flavours of Singapore, at affordable prices, through an exploration of local hawker culture[5]. This unique tour will showcase the stories, passion, and grit of local hawker heroes, learn about the origins of traditional snacks, and taste delicious local food.
4. Henderson Waves: Find unimaginable tranquillity in the heart of Singapore. Head to the highest pedestrian bridge in the country with a fantastical design that provides breath-taking views of the nearby marina and vast greenery.
5. Jewel Changi Airport: Immerse yourself in this iconic urban oasis and marvel at the world’s tallest indoor waterfall soaring up to 40 metres high. With a mix of attractions, lifestyle experiences, retail and dining establishments, a visit here will redefine any traveller’s notion of an airport.
To discover why Singapore should be your next holiday destination, visit www.visitsingapore.com