On March 11, the Singapore Tourism Board launched its 2025 Greater China Travel Industry Roadshow in Shanghai, announcing plans to actively tap into the potential of China's second-tier city markets while targeting travel from China's silver generation and young and mature professionals during the off-peak season.

This year, the Singapore Tourism Board will collaborate with industry partners to develop diverse, personalized travel products and services specifically for the silver generation, as well as young and mature professionals. Simultaneously, themed brand campaigns will be launched targeting five distinct Chinese customer segments: family travelers, urban explorers, culinary enthusiasts, wellness seekers, and entertainment enthusiasts. This targeted approach aims to enhance off-season travel volumes. For instance, the agency will leverage major events like Stefanie Sun's concert in April and Lady Gaga's concert in May to attract significant numbers of Chinese visitors.