Trip.com Group unveils Momentum 2025: Singapore’s next big travel trends
As the global travel industry continues to reinvent itself, Trip.com Group has released its forward-looking report, Momentum 2025: Travel’s Next Big Trends. Based on insights from over 6,000 travellers across six Asia-Pacific markets, this report highlights the key trends and innovations shaping the future of travel, from food-inspired tourism and media-driven exploration to immersive experiences that resonate with Singaporean travellers.
Here are some key takeaways:
- 63% of Singaporeans love food festivals and street food tours, surpassing the regional average
- Singaporeans are less influenced by television shows, movies, and concerts when planning trips
- 47% of Singaporean travellers have planned vacations around concerts
- 70% of Singaporeans seek inspiration from social media, with almost half of Millennials influenced by social media trends
Experiential dining to dominate Singaporean travel itineraries
According to Trip.com, food festivals (63%) and street food tours (63%) are the top food experiences for Singapore travellers, followed by restaurants with unique or scenic views (56%) and hotel dining (51%). Wine and beer tasting is more popular among men, while women show greater interest in cookery classes. Millennials have a higher interest in interactive food art events, aligned with food events such as the Singapore Food Festival.
Singaporean travellers are “set-jetting”
Trip.com’s data highlights that the power of films and television on travel choices is stronger than ever, with 62% of Singaporean travellers saying that shows or movies inspired their travels. Millennials are the most influenced by shows, with 70% being inspired by ‘The Lord of the Rings’, ‘Titanic’, and ‘Harry Potter’.
Destinations featured in iconic productions are also seeing increased interest. New Zealand’s breathtaking “Middle-earth” landscapes and the historic charm of Kyoto, Japan, continue to draw fans eager to experience these magical places firsthand. This trend reflects a growing connection between travel and storytelling, as more people turn their favourite on-screen moments into real-world adventures.
Cruise tourism gains traction among Singaporean travellers
Trip.com’s report shows that cruising is set to become a major growth segment in 2025, driven by scenic sea views, fresh ocean air, and diverse onboard experiences.
Among Singaporean travellers, affordability (57%), scenic views (52%), and all-inclusive travel (51%) are the most attractive features of cruise holidays. Port stops are most popular among those aged 65 and over (40% vs 14% overall). Casablanca in Morocco is notably popular among respondents aged 55 to 64, but overall, the most popular port stops are Tokyo, Kyoto, and Jeju Island. Santorini in Greece is notably more popular among women, while Penang in Malaysia appears to be more popular among men from Singapore.
The recently introduced Disney Cruise Line has been highly sought-after, highlighting the enthusiasm for exceptional cruise experiences. By combining access to leading cruise lines with exclusive deals and effortless booking, travellers are empowered to embrace the best of cruise travel without the hassle.
Entertainment travel: Big events driving movement
Entertainment-driven travel is set to soar, according to Trip.com’s report, with concerts and sporting events becoming major travel motivators in 2025. Following the global phenomenon of Taylor Swift’s Eras Tour in 2024, which drew record-breaking crowds worldwide, nearly two-thirds (66%) of travellers now plan to organise trips around live events. This trend is not just local—66% have already travelled internationally to watch their favourite artists perform, turning concerts into full-fledged travel experiences.
- 47% of Singaporean travellers have planned vacations around concerts. Within this group, 16% have done so multiple times, and 31% at least once or twice.
- Among Singaporean travellers aged 65 and over, 89% have never planned vacations around concerts, but a large majority of those under 65 are willing to travel for a concert, and 38% willing to travel internationally.
- More than half (54%) are willing to travel to remote locations for cheaper concert tickets.
Additionally, sports tourism is thriving. Enthusiasts are not just attending these events but seeking destinations that offer complementary experiences, such as exploring local landmarks and culinary hotspots in between match schedules or race weekends. The most popular live sports for Singaporean travellers to watch while travelling are football (39%), Formula 1 (31%), and basketball (26%).
- Men show more interest in football (56%) and boxing (18%), while women are more likely to have no interest in live sports (27%).
- Attending the upcoming football tournament in Canada, Mexico, and the US, along with exploring local cultural landmarks, is the top combination for a sporting event and vacation (40%), especially among males (52%).
- Singaporean Millennials are more inclined to watch the Olympics (34%) and hike nearby mountains (27%). Singaporean women have a greater interest to watch the Winter Olympics before skiing or snowboarding in nearby resorts (32%).
The social media-driven Singaporean explorer
Trip.com Group shared that social media will continue to shape where and how people travel. Popular destinations including Tokyo and Bali will further benefit from this trend, as users seek destinations with “Instagrammable” appeal.
70% of Singaporean travellers turn to social media for travel inspiration, with nearly half of Millennials (49%) particularly influenced by social media trends. Popular destinations influenced by social media for Singaporeans are Tokyo (38%), Bali (28%), Kyoto (26%), and China (26%).
Emerging micro-trends and niche experiences among Singaporeans for 2025
Singaporean travellers are increasingly seeking unique, immersive experiences, including:
- Dark Sky Stargazing: A growing number of travellers (32%) are planning trips to remote areas for optimal stargazing experiences, with women (38%) more likely to book such trips.
- Underwater Hotel Stays: Immersive travel experiences, such as underwater hotels and cultural immersion retreats, are gaining traction.
- Interest in Space tourism: 23% of travellers are keen on space tourism.
The rise of AI-powered personalisation and sustainable travel will shape the next phase of the industry. Travellers are also increasingly prioritising journeys that reflect their values, including cultural preservation and environmental protection.
Access the full Momentum 2025 Report here.
