TravTalk India Online Magazine
Markus Tan, Regional Director – India, the Middle East, South Asia, and Africa, Singapore Tourism Board, assured trade partners at its India roadshow that 2025 will be an action-packed year with loads of offers, entertainment and activities.
Hazel Jain
As India and Singapore celebrate 60 years of diplomatic relations in 2025, the Singapore Tourism Board (STB) is making significant strides to strengthen tourism ties between the two countries. Leading this effort is Markus Tan, Regional Director – India, the Middle East, South Asia, and Africa, Singapore Tourism Board (STB), who recently spearheaded a three-city roadshow in India with a record-breaking 63 exhibitors. The roadshow, held in Mumbai, Chandigarh and Bengaluru, showcased Singapore’s commitment to deepening its engagement with the Indian market.
A growing market for Singapore
In 2024, Singapore welcomed 1.2 million Indian visitors, marking a 12 per cent increase from the previous year and solidifying India’s position as Singapore’s third-largest source market. “We have big plans for 2025, which also marks 60 years of India-Singapore relations,” Tan said. “The response to our roadshow in India has been fantastic. This is the highest number of exhibitors we have ever had, reflecting the growing interest in the Indian market.”
Last year, STB held two successful roadshows in India, prompting the decision to expand this year’s efforts. “This is the third time we have brought Singapore partners to India for roadshows,” Tan explained. “The turnout from Singapore partners has been amazing, with 63 companies participating this year compared to 50 last year. This is a testament to their interest in growing the India market and creating exciting products to attract Indians,” he added.
Strategic city selection
The choice of Mumbai, Chandigarh and Bengaluru for the roadshow was deliberate, based on several key factors. “First, we considered air connectivity—whether the cities are currently connected or have the potential to be connected in the next 12 months. Second, we looked at the size of the market and whether it is big enough to excite our Singapore partners. Third, we evaluated the level of education and awareness in the market,” he explained.
Positive trends from Indian
The Indian market has shown remarkable growth in both quantity and quality. “In 2024, we saw Indian tourists spending more on shopping and accommodation. Shopping expenditure increased significantly, and accommodation spending rose from 16 per cent to 19 per cent of total expenditure. These trends indicate that Indian travellers are willing to pay for premium travel experiences,” he said.
Enhancing travel experiences
One of the key initiatives to attract Indian travellers is the partnership between STB and PhonePe, a leading fintech company of India. “In 2024, we signed a strategic MoU to raise awareness of cross-border payments in Singapore. When we started, there were about 2,500 to 3,000 UPI-enabled merchants in Singapore. Today, that number has grown to over 33,000. This means Indian travellers can easily make payments using QR codes at restaurants, attractions, and retail outlets, making their travel experience more seamless and enjoyable,” the STB regional director said.
60 years of friendship
As India and Singapore celebrate the 60th anniversary of their diplomatic relationship in 2025, Tan reflected on the strong ties between the two nations. “The relationship is robust across all levels—government to government, business to business, and people to people,” he said. “At STB, we aim to deepen these people-to-people linkages and drive more affinity for travel to Singapore,” he added.
