Singapore’s tourism industry is evolving as it adapts to new hospitality trends predicted for 2026. Despite welcoming over 12 million visitors by September, Singapore still trails behind regional competitors like Thailand and Vietnam in tourism recovery. The slower rebound highlights ongoing challenges such as rising operational costs and shifting consumer behaviours post-COVID-19.
However, optimism persists with events like the Formula 1 Grand Prix and major concerts showcasing Singapore’s potential as a premier destination for global entertainment. Bao Chen, Managing Director of EHL Campus Singapore, emphasises the importance of aligning with changing customer preferences to sustain growth. “The key to sustaining growth in this fluctuating landscape lies in meeting changing customer preferences,” Chen notes.
Emerging trends include “sportainment,” where events like Formula 1 and wellness runs at Fort Canning Park combine sports with cultural and culinary experiences. Additionally, Gen Z’s preference for alcohol-free socialising is driving the rise of sober and coffee clubbing, which takes place in informal venues such as rooftops and cafes. These settings offer flexible and personalised environments for socialising.
The demand for culturally immersive travel is also on the rise, with tourists seeking experiences that blend cultural exploration and local discovery. This shift towards experiential stays signals a move away from traditional travel offerings.
As Singapore’s hospitality industry pivots towards 2026, understanding and adapting to these trends will be crucial for the next phase of tourism recovery and the broader global hospitality landscape.
