Singapore Travel and Tourism Opportunities
For U.S. travel boards, destination marketing organizations (DMOs), and tourism service providers, Singapore presents a high-value, under-tapped source of international travelers. As sports tourism surges globally and major U.S. events like the 2026 FIFA World Cup, 2028 LA Olympics, and America’s 250th Anniversary approach, U.S. destinations have a timely opportunity to target affluent, experience-driven Singaporean visitors.
Sports tourism is one of the fastest growing sectors in global travel, accounting for roughly 10% of worldwide tourism spending and projected to grow by 17.5% by 2030. In the United States, sports tourism generated an estimated $114 billion and attracted more than 100 million fans in 2024. With Singapore serving as a gateway to high-income travelers, the market offers significant potential for sports and leisure related sectors.
In 2024, an estimated 170,000 visitors from Singapore traveled to the United States, drawn by a variety of attractions. Singaporean travelers are enthusiastic participants in leisure activities: 88% go shopping; 73% enjoy sightseeing; 46% explore national parks; and 6% attend sporting events. Notably, 20% engage in outdoor and sporting activities themselves. Museums, fine dining, and theme parks also rank highly among preferred activities.
Top U.S. ports of entry for Singaporean travelers include San Francisco, Los Angeles, New York, Newark, and Seattle. The purposes of their visits vary widely:
• 32% for vacation and leisure;
• 23% to visit relatives and friends;
• 22% for conferences and trade shows;
• 15% for business meetings; and
• 8% for education.
These overlapping motivations create opportunities for U.S. destinations to align their offerings with travel interests despite increase in costs.
With the upcoming 2026 World Cup and the 250th Anniversary of U.S. Independence as well as the 2028 Los Angeles Olympics approaching, now is a strategic time for U.S. travel and tourism stakeholders to deepen engagement with Singapore.
For more information, please contact Commercial Specialist CHAN Y K and Commercial Assistant Jayacely Joseph at the U.S. Commercial Service Singapore.