Singapore Tourism Board Reinvents India Roadshow with New MICE Perks

The Singapore Tourism Board (STB) has launched a fresh chapter in its India engagement, unveiling a next-generation B2B roadshow in New Delhi and Kochi this July. With over 60 Singapore tourism partners in attendance, the reimagined format reflects STB’s commitment to strengthening ties with Indian travel trade while showcasing Singapore’s evolving experiences.

At the heart of the Delhi leg was a first-of-its-kind Experience Zone, where exhibitors like Sentosa Development Corporation, Mount Faber Leisure, and Madame Tussauds Singapore brought a slice of Singapore to life through interactive storytelling. A standout was Sentosa’s “island within the zone,” featuring seven key partners who jointly presented the resort island’s all-in-one appeal to Indian leisure and MICE travellers.

The roadshow arrives on the back of strong momentum — over 500,000 Indian visitors travelled to Singapore in the first half of 2025. To build on this, STB has announced the Singapore DMC Trade Partner Fam Support Scheme, launching in August. This pilot initiative will allow Singapore-based DMCs to host familiarisation trips tailored for Indian agents, helping them sell deeper, more customised Singapore experiences.

For India’s fast-growing MICE sector, new incentives under the "Just Between Us Friends" campaign offer perks like curated Indian meals, welcome drinks, upgrades, and destination experiences across top Sentosa hotels and attractions. These apply to incentive groups travelling between August 2025 and March 2026.

Markus Tan, STB’s Regional Director for India, Middle East, South Asia, and Africa, said, “India and Singapore share more than tourism, we share a relationship built on culture and trust. As we celebrate 60 years of diplomatic ties, we’re introducing fresh ways to engage Indian travellers and the trade.”

With new tools, formats, and benefits in place, Singapore’s latest roadshow is more than a promotion—it’s a signal of long-term commitment to India as a key visitor market and partner in travel innovation.