As Singapore gears up for its 60th anniversary of independence, new data reveals a significant surge in tourist interest from key Asian markets, with search traffic from Thailand jumping by 10% year-on-year. This growing demand is prompting major industry players like digital travel platform Agoda to launch targeted campaigns, capitalizing on the “SG60” milestone to attract global visitors.
The year-long national celebration appears to be successfully boosting the city-state’s profile as a top travel destination. According to search data from Agoda for the period of April to June 2025, Singapore is seeing heightened interest not only from regional neighbors like Indonesia, Malaysia, the Philippines, and South Korea, but also from unexpected long-haul markets. European countries such as Austria, Spain, and Denmark have all recorded notable year-on-year growth in searches, signaling Singapore’s expanding global appeal beyond its traditional markets.
In response to these trends, Agoda has announced its “SG60 Celebration Campaign,” set to run from August 1st to 15th. The initiative will offer discounts of up to 20% on travel bookings for visitors coming to Singapore as well as for Singaporeans traveling abroad. The campaign highlights a strategic collaboration between the travel platform and major industry partners, including Resorts World Sentosa, Furama Hotels International, and flagship carriers like Singapore Airlines, Malaysia Airlines, and Firefly.
“Agoda helps us attract customers from the region and beyond thanks to its wide reach,” said Mathew Chan, Regional Director of Revenue at Furama Hotels International. “This collaboration allows us to connect with both new and returning guests from around the world.”
The campaign comes as Agoda itself marks 20 years of operations based in Singapore. “Through our close collaboration with Singapore’s tourism authority in past years, we are using innovative, data-driven campaigns to showcase the city’s unique appeal,” commented Andrew Smith, Senior Vice President of Supply at Agoda.
The data also reveals a fascinating parallel trend: Singaporeans are increasingly exploring international destinations. In 2025, travel searches from Singapore on Agoda’s platform spanned over 100 countries. Notably, searches for China saw a massive 40% year-on-year increase, positioning it as a rapidly growing destination of interest. Meanwhile, regional neighbors Malaysia, Japan, and Indonesia remain the most popular choices for Singaporean travelers.
As Singapore continues to leverage its reputation as a global hub for culture, cuisine, and commerce, the SG60 celebrations are providing a powerful catalyst for its tourism sector. The confluence of a major national milestone and a sharp rise in international interest creates a pivotal moment for the country’s travel and hospitality industries.
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