Singapore Tourism Board and Henan Zhongyouxin Travel Launch Song-Dynasty Immersive Promotion
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The campaign shows Singapore's tourism board using cultural storytelling and youth-oriented content to compete for Chinese outbound demand, offering a reference for travel agencies and destination marketers running China-Singapore routes.
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- Pinchain TourismSingapore Tourism Board and Henan Zhongyouxin Travel Launch Song-Dynasty Immersive Promotion
In 2026, the Singapore Tourism Board partnered with Henan Zhongyouxin Travel on a cross-border tourism promotion built around Song-dynasty Chinese aesthetics. An NPC team from Henan's Qingming Shanghe Garden travelled to Singapore to stage immersive street performances linking landmarks such as Mandai Wildlife Reserve, Kampong Glam, Chinatown, Sentosa and Gardens by the Bay, showcasing the city-state's ecological, cultural and urban appeal. Du Linghui, STB's North China director, said Chinese travellers increasingly favour culturally rich, novel deep experiences, prompting continued investment in youth-oriented storytelling.