In a significant development for Asia’s travel and aviation sectors, the Singapore Tourism Board (STB) has entered into a strategic year-long partnership with IndiGo, India’s largest and fastest-growing airline, to deepen tourism cooperation and enhance the travel experience for Indian visitors. This collaboration, formalized through a Memorandum of Understanding (MoU), is the first of its kind for both organizations—marking a milestone in cross-border tourism development between Singapore and India.
The partnership is designed to amplify Singapore’s appeal as a preferred destination for Indian travelers while supporting IndiGo’s ambitions to expand its international footprint. Central to the initiative are enhanced air connectivity, targeted marketing campaigns, and curated travel offerings that cater to the evolving preferences of modern Indian tourists.
Strengthening a Vital Tourism Corridor
India has consistently ranked among Singapore’s top three source markets for inbound tourism. In the first six months of 2025 alone, Singapore welcomed over half a million Indian visitors, underscoring the resilience and growing appetite for travel between the two countries. This upward trajectory is supported by exceptional air connectivity: Singapore’s Changi Airport—widely regarded as Southeast Asia’s premier aviation hub—currently offers more than 270 weekly flights to and from 15 Indian cities.
IndiGo, which operates a significant share of these routes, plays a critical role in facilitating this flow. With Singapore ranking among its top three international destinations, the airline is now expanding its operations in response to surging demand. A key highlight of this growth is the introduction of IndiGoStretch, the airline’s enhanced business-class service, launching August 9, 2025, on routes between Singapore and both Delhi and Mumbai. The service, introduced to coincide with Singapore’s National Day celebrations, represents IndiGo’s first foray into premium-class offerings on Southeast Asian routes.
“This collaboration reinforces IndiGo’s commitment to international expansion and premium service innovation,” said Vinay Malhotra, Head of Global Sales at IndiGo. “We are proud to partner with STB to deliver a world-class travel experience to our Indian customers, many of whom see Singapore as their gateway to Southeast Asia.”
A Strategic Move in a Milestone Year
The timing of this partnership is especially significant, coinciding with the 60th anniversary of diplomatic relations between India and Singapore. The alignment of aviation, tourism, and diplomacy sends a powerful message about the long-standing and multifaceted ties between the two nations.
By offering improved connectivity, enhanced onboard products, and personalized travel experiences, the initiative seeks to not only cater to existing demand but also to stimulate new interest from first-time visitors, repeat travelers, and corporate segments.
“India continues to be one of Singapore’s most important tourism markets, both in terms of volume and economic contribution,” said Rachel Loh, Senior Vice President, International Group (India, Middle East, South Asia) at STB. “This partnership with IndiGo is a strategic investment in our shared future. It reflects our commitment to providing meaningful, memorable, and accessible travel experiences for Indian visitors.”
Elevating the Indian Travel Experience
As part of the agreement, STB and IndiGo will collaborate on a comprehensive, year-long marketing campaign aimed at inspiring travel to Singapore. The initiative builds on the earlier success of the “Untold Singapore” campaign, shifting the narrative from traditional tourism to experiential, culturally immersive journeys.
The new campaign will include:
- Co-branded digital content targeting Indian travelers across age groups and travel profiles
- Exclusive promotional packages and airfare deals for flights to Singapore
- Social media and influencer partnerships to drive visibility and engagement
- Thematic travel itineraries spotlighting Singapore’s hidden gems, beyond its iconic landmarks
The campaign will focus on catering to a new generation of Indian travelers—tech-savvy, experience-driven, and culturally curious. It aims to showcase Singapore not just as a destination but as an evolving, living experience: from culinary adventures and urban heritage trails to sustainable eco-attractions and art precincts.
Investing in Trade Engagement and Industry Capacity
Beyond consumer engagement, the partnership prioritizes trade outreach to further reinforce tourism supply chains and distribution networks. A series of multi-city trade roadshows will be conducted across India, targeting travel agents, tour operators, and corporate travel planners.
These events will offer in-depth destination training, market intelligence, and product updates from both Singapore and IndiGo. Special emphasis will be placed on the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector—a high-growth segment where Singapore already enjoys global leadership.
Additionally, curated familiarization trips will be organized to allow key industry stakeholders to experience Singapore firsthand. Trade partners will gain insight into the city-state’s evolving offerings and be better equipped to design and promote high-value travel packages tailored to Indian clientele.
Data-Driven, Customer-Centric Strategy
At the heart of the collaboration lies a shared commitment to data-driven marketing. Both STB and IndiGo will leverage traveler behavior insights and consumer segmentation to optimize outreach. The goal is to deliver timely, personalized, and contextually relevant content to Indian travelers at every stage of the travel lifecycle—from inspiration and planning to booking and post-arrival engagement.
This approach reflects an understanding that the Indian outbound market is not monolithic. The partnership will cater to diverse needs, including:
- Families seeking multi-generational travel experiences
- Young professionals exploring short getaways
- Affluent travelers demanding luxury and exclusivity
- SME business travelers combining work with leisure (bleisure)
By using behavioral data to tailor offerings, the campaign is expected to achieve higher engagement rates and greater conversion efficiency.
Conclusion: A New Model for Regional Tourism Collaboration
The STB-IndiGo partnership stands as a forward-thinking model for how national tourism boards and airlines can jointly navigate the post-pandemic travel landscape. It exemplifies a holistic approach—where infrastructure, service innovation, marketing, and trade development converge to create a robust tourism ecosystem.
As the Indo-Singapore corridor continues to expand, this alliance is poised to deliver sustained value to travelers, businesses, and tourism stakeholders alike. It not only reinforces Singapore’s reputation as a dynamic and welcoming destination but also reflects the growing sophistication of Indian outbound travelers who seek more than just a destination—they seek experiences.
