Singapore Tourism Board's Slogans & Taglines

Singapore Tourism Board (STB) is the national tourism organization of Singapore, established on 1 January 1964 as the Singapore Tourist Promotion Board and renamed in 1997. Operating as a statutory board under the Ministry of Trade and Industry, it coordinates tourism development, regulates industry standards, and executes international marketing campaigns across more than 20 regional offices worldwide. The organization has driven Singapore’s transformation from a regional stopover into one of the world’s most visited destinations, promoting offerings spanning heritage, gastronomy, business events, and sustainable urban experiences.

Brand messaging has evolved in step with the nation’s global positioning. The 1960s campaign introduced Instant Asia, highlighting the city’s multicultural convergence. This shifted to Surprising Singapore in 1977 and New Asia – Singapore in 1995, reflecting its modern gateway identity. The 2004 launch of Uniquely Singapore emphasized authentic local experiences, followed by the personalized digital platform YourSingapore in 2010. In 2017, the board adopted Passion Made Possible, a collaborative platform with the Economic Development Board that showcases Singaporean stories and entrepreneurial spirit beyond traditional tourism.