Market trends

• Singapore is ranked Australia’s sixth international market by arrivals and spend. Total arrivals at YE Dec 23 were at 364K, 76% of 2019 levels. With spend already on par with pre-pandemic levels at $1.6B, boosted by high repeat visitation at 85%, with 66% Holiday purpose of visit.
• Increasing demand for customised, small private groups.
• Shopping in Australia, especially luxury goods, gadgets, and health supplements – driven by favourable currency exchange rates and tax refund calculations.
• Top 3 drivers*: Food (75%), Attractions (70%), Weather (cool/cold climates) (66%)

*Source: Skyscanner Singapore Travel Trends 2024

Buyer snapshot

• There will be a total of 23 buyers from 16 companies including - 14 Primary, 3 Additional, 3 Luxe and 3 Platinum Club delegates attending ATE from Singapore.
• New luxe buyer, Pudu Puda Travel - A member of PURE Life Experiences, Pudu Puda is a boutique travel agency specialising in tailor-made luxury itineraries in the great outdoors. They are keen to explore and include Australia among their list of bespoke adventure destinations.

Consumer trends

• Singaporean travellers^ have a strong desire to holiday to Japan, followed by Australia and South Korea.
• From a competitiveness perspective, Australia performs strongly, with the second highest awareness and consideration and third highest active planning (behind Japan and Thailand).
• Key factors of greatest importance to Singaporean travellers are safety/security and value for money. Australia is strongly associated with world class beaches/marine wildlife, having different and interesting wildlife and being family friendly. Sydney and Melbourne equally top the list for desirability for Singaporean travellers, both are most associated with vibrant city lifestyle, being family friendly and having good food and wine/beverages. Perth, Gold Coast and Tasmania also rank among top five for desirability.

^Source: CDP Market Report – Singapore Jul-Dec 23