SINGAPORE – To travel is to spend money and, on both counts, Singaporeans have demonstrated their utmost enthusiasm.
According to a Google report released on June 12, Singapore ranks first worldwide in online searches for travel topics, spotlighting local travellers’ curiosity in new and meaningful travel experiences.
This report, which analysed Google search trends between May 31, 2023, and May 31, 2024, highlights a shift towards more thoughtful tourism in Singapore, likely influenced by rising costs, a post-pandemic desire for authentic experiences and a heightened awareness of sustainability.
Key trends from the report include a growing demand for slow travel and wellness-related experiences, as well as day trips – across the border to Malaysia and in holiday destinations farther abroad – among local travellers.
Additionally, solo travel searches have surged since early 2024, with Singapore leading this trend. Singaporeans also rank among the top 10 countries globally for searches related to homestays and forest bathing – the traditional Japanese practice of therapeutic relaxation in forests – exemplifying travellers’ proclivity for immersive experiences.
Singaporeans have taken more interest in sustainable travel options as well, with related search topics spanning tree-planting, hiking and walking. While affordable travel options remain popular among Singaporean holidaymakers, the report indicates a shift towards prioritising quality over price, with searches for “best” nearly double that of “cheap” travel options.
Supporting this, an analysis by Merchant Machine – a British website on payment processing options – of UN World Tourism Organisation data from 2022 found that the average Singaporean traveller shells out US$2,966 (S$4,030) on an overseas trip – the third highest in the world.
Coming up top of the list is Australia (US$3,078) and, in second place, South Korea (US$3,040). In contrast, Kyrgyzstan has the lowest average traveller spending in the world at US$58.
The analysis did not specify spending categories, but other surveys suggest that flights, accommodation, shopping and dining continue to be major travel expenses.
Tripadvisor’s Economic Portrait of the Traveler 2023 study reports that one in three travellers are spending more than US$200 a night on accommodation and 63 per cent of its respondents think that shopping is an important part of their travel budget. The study was conducted among 4,959 respondents from six major markets, including Singapore and the US.
Visa’s Global Travel Intentions Study 2023, conducted on more than 1,065 Singaporeans from April to June 2023, found that travellers spent an average of US$432 on shopping and US$526 on dining a trip.
The study also revealed that Singaporean travellers intend to take more trips in 2024 – averaging 4.6 trips compared with 4.4 trips in 2023 – and are increasingly seeking longer stays averaging 7.4 nights a trip.