IndiGo and Singapore Tourism Board Forge Year-Long Alliance to Elevate Cross-Border Travel

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In a landmark move to deepen tourism ties between India and Singapore, IndiGo and the Singapore Tourism Board (STB) have signed a year-long Memorandum of Understanding (MoU) aimed at boosting travel demand and enhancing the visitor experience. This strategic partnership marks STB’s first formal collaboration with an Indian airline and IndiGo’s inaugural alliance with a national tourism board, underscoring the growing importance of India as a key source market for Singapore.

Key Developments and Strategic Objectives

The MoU is designed to promote Singapore as a premier leisure and business destination for Indian travellers
It leverages IndiGo’s expansive network and Singapore’s diverse offerings to drive bookings and tourism inflows
The partnership coincides with the 60th anniversary of India-Singapore diplomatic relations, adding symbolic weight to the initiative

Enhanced Connectivity and Product Innovation

IndiGo currently operates flights to Singapore from nine Indian cities, including Delhi, Mumbai, Chennai, Bengaluru, Hyderabad, Kolkata, Bhubaneswar, Coimbatore, and Tiruchirappalli. Singapore ranks among IndiGo’s top three international destinations, and the airline has been recognized as Changi Airport’s fifth-largest foreign carrier.

Starting August 9, 2025, IndiGo will introduce IndiGoStretch, its tailor-made business class product, on routes connecting Singapore to Delhi and Mumbai

Over 270 weekly flights connect Singapore to 15 Indian cities via Changi Airport, offering seamless access for Indian travellers

Marketing Campaigns and Consumer Engagement

Building on the success of the earlier “Untold Singapore” campaign, the new partnership will launch a comprehensive year-long promotional initiative to showcase Singapore’s hidden gems and iconic attractions.

The campaign will feature co-branded content, influencer collaborations, and immersive storytelling formats
Attractive travel deals and curated experiences will be promoted across digital and offline channels
Trade outreach will include roadshows, training programs, and familiarisation trips for travel agents across India

Data-Driven Personalization and Trade Strategy

Both entities will engage in collaborative data sharing and analytics to develop targeted marketing strategies that resonate with Indian travellers’ preferences.
The partnership will extend beyond B2C efforts to include B2B initiatives such as MICE (Meetings, Incentives, Conferences, and Exhibitions) perks and curated itineraries
Trade partners will benefit from tailored training modules and access to exclusive promotional assets

Broader Tourism Context and Market Potential

India continues to be one of Singapore’s top three tourism source markets. In the first half of 2025 alone, Indian visitor arrivals surpassed 500,000, driven by strong air connectivity and evolving travel preferences.

Singapore is transforming its tourism landscape to appeal to modern travellers seeking meaningful and experiential journeys

The partnership aims to inspire both first-time and repeat visitors by offering fresh perspectives on Singapore’s cultural, culinary, and architectural diversity

Leadership Commentary and Industry Outlook

Executives from both organizations have expressed optimism about the partnership’s potential to reshape travel dynamics between the two nations. The collaboration is expected to set a precedent for future cross-border tourism alliances in the region.

Pieter Elbers, CEO of IndiGo, highlighted the airline’s commitment to enhancing premium travel experiences and expanding its international footprint
Melissa Ow, CEO of STB, emphasized the strategic importance of India’s dynamic travel market and the role of this partnership in unlocking new growth avenues

Final Takeaway

The year-long strategic alliance between IndiGo and the Singapore Tourism Board is more than a marketing collaboration—it’s a forward-looking initiative that blends connectivity, creativity, and cultural diplomacy. As both nations celebrate six decades of diplomatic relations, this partnership promises to redefine how Indian travellers experience Singapore, while reinforcing the city-state’s position as a top-tier global destination.

Source: TravelBiz Monitor – July 29, 2025 Travel Trade Journal – July 29, 2025 India Outbound – July 29, 2025 Singapore Tourism Board – Exchange Statement, July 29, 2025