Global Economic Times

Singapore Changi Airport's Transit Passenger Attraction Campaign 'The Singapore Lounge' Proves Highly Effective: Attractive Benefits Such as Free City Tours Provided… Tourism Revenue Growth Expected: Hwang Sujin Reporter / Updated : 2025-04-11 18:36:00

Singapore - Singapore's new 'The Singapore Lounge' campaign, launched to actively attract passengers transiting or transferring through Singapore Changi Airport, has been met with significant interest and positive responses, according to the local tourism board chief.

Spearheaded jointly by the Singapore Tourism Board (STB), Changi Airport Group, and Singapore Airlines, this campaign centers around video content that highlights the various attractions and amenities within the award-winning Changi Airport, as well as the diverse experiences Singapore has to offer beyond the airport. The campaign video aims to position the entire charming city of Singapore as a comfortable and enjoyable space, much like a perfect 'lounge' for visitors.

In particular, the three free city tours offered to passengers transiting at Singapore Changi Airport are acting as a key attraction of the campaign. Among these is the Heritage Tour, which explores Singapore's historical areas such as Kampong Glam, where the majestic Sultan Mosque is located, providing a special opportunity to experience Singapore's culture and beauty beyond a simple layover.

Travelers transiting in Singapore can conveniently travel from Changi Airport to any part of Singapore using public transportation. Passengers with a layover of at least 5.5 hours and up to 24 hours before their next connecting flight can choose one of three free tours: the City Sights Tour, the Heritage & Culture Tour offering a glimpse into Singapore's past, and the Singapore River & Marina Bay Sands Tour tracing Singapore's journey from a trading port to a future-forward city.

During the 2025 Tourism Industry Conference, Singapore Tourism Board Chief Executive Melissa Ow mentioned that Changi Airport Terminal 5, slated to open in the mid-2030s, will provide significant growth opportunities for increasing passenger traffic to and from Singapore.

"Currently, transit and transfer passengers account for about one-third of Changi Airport's total passenger traffic, which presents us with significant growth potential," Ow emphasized, adding that 'The Singapore Lounge' campaign is "a good example of how we are working with partners to encourage transit passengers to make a stopover."

Furthermore, Ow stated in an interview with TTG Asia that the Singapore Tourism Board plans to collaborate with more partners to encourage additional stopover visits in Singapore.

Minister for Trade Relations Grace Fu commented on the new airport terminal's contribution to Singapore's tourism industry, saying, "The Changi Airport Terminal 5, which will open in the mid-2030s, is a game-changer that will expand our handling capacity by about 50 million passengers per year." She added, "This is an increase of more than 50% from the current capacity of 90 million. STB and our partners will create compelling business and lifestyle experiences to encourage more transit passengers to spend time in Singapore."

In the 'Megahubs 2024' report released by aviation analytics firm OAG, Singapore Changi Airport was ranked among the top 8 most connected international airports in the Asia Pacific region. It also secured the 13th position in the global ranking of the top 50 megahub airports worldwide.

Mayur Patel, Head of Asia at OAG Aviation, noted in a previous interview with TTG Asia that megahub status "provides a strong foundation for international tourism," but the depth of its benefits "depends on a destination's ability to convert connectivity into visits." He further emphasized, "Airport and tourism authorities must work together to leverage the tourism potential offered by megahub connectivity through stopover programs, destination marketing, and partnerships with airlines."

The successful initial response to 'The Singapore Lounge' campaign is expected to positively impact the future development of Singapore's tourism industry. Through Changi Airport's excellent connectivity and attractive stopover benefits, more transit passengers are likely to recognize Singapore not just as a layover point but as an appealing travel destination.