Revolutionizes Post-Pandemic Travel Awareness

In the wake of the pandemic, awareness and consideration for leisure travel were notably low among potential tourists. To counter this trend and re-establish Singapore as one of the world's most inspiring destinations, the Singapore Tourism Board (STB) set out to reach new audiences through innovative and immersive methods.

Targeting the Influencers: Children

Research revealed the significant influence children have on their families' holiday destination choices. Capitalizing on this insight, STB decided to develop an engaging and family-friendly experience within the popular online platform Roblox. The result was "Singapore Wanderland," a virtual world filled with iconic elements representing Singapore. Unlike a digital twin, Singapore Wanderland offers an imaginative and interactive environment where players complete quests and collect virtual assets, providing a unique taste of what Singapore has to offer.

A Dynamic and Evolving Experience

With a long-term strategy in mind, Singapore Wanderland is designed to evolve continually. Future updates will introduce new themes, partners, and activities, ensuring that the game remains fresh and engaging for players over time.

Initial Success to Record-Breaking Impact

Singapore Wanderland officially launched following a successful beta phase on May 11th. The game quickly garnered significant attention, drawing over 3 million organic visits within the first three months. This remarkable engagement highlights the game's appeal and effectiveness in reaching and captivating a young audience and their families.

The success of Singapore Wanderland has set new benchmarks within the Roblox community. With over 7 million total plays and more than 3.5 million unique users, the game has captivated a vast audience. Players spend an average of 12 minutes per session, reflecting the engaging nature of the experience. These impressive figures underscore the game's success and highlight its potential as a powerful tool for promoting Singapore as a must-visit destination.

The Singapore Tourism Board's innovative approach through Singapore Wanderland has not only increased awareness but also driven intent to visit Singapore. By leveraging the influential role of children in family travel decisions and creating a dynamic, evolving virtual experience, STB has effectively positioned Singapore as a captivating and inspiring destination for post-pandemic travelers.