The Singapore Tourism Board and the Singapore Economic Development Board have unveiled a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes. The agencies’ first joint brand is a move to present Singapore’s attitude and mindset: a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.

Over the last five decades, Singapore has built a reputation as a global business and tourism hub, recognised for its quality infrastructure, safety, stability, connectedness and accessibility. However, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex. Visitors have become more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, while international businesses want to create new solutions that make a difference. The unified brand thus aims to communicate the country’s value proposition in addressing the needs of travellers and companies, and help Singapore stand out on the international stage.