Singapore Tourism Board holds family travel themed roadshow in China

On November 3 and November 5, 2026, the Singapore Tourism Board's 2026 Greater China travel trade roadshow was held successively in Xi'an and Qingdao, focusing on the Chinese family travel segment. The event launched a family travel themed marketing campaign featuring the character "Merli," built around three pillars: "start a new journey together, set off easily together, discover and grow together," and introduced three themed routes: cultural exploration, nature and outdoor fun, and adventure parks. The roadshow has currently been completed in both Xi'an and Qingdao.