In 2025, Singaporean continue to show a strong desire to explore the world, even as financial pressures remain top of mind. According to the Allianz Partners Travel Index 2025, conducted in collaboration with Kantar Consumer Link, more than 90% of Singaporean respondents plan to travel in the year ahead. This robust travel intent demonstrates a resilient and experience-hungry market that prioritizes rest, wellness, and personal safety amid evolving tourism and economic conditions.

This comprehensive study, which surveyed 502 Singaporean adults between January 31 and February 7, 2025, is part of Allianz Partners’ larger Asia Pacific and global research initiative spanning 20,000+ global respondents. The insights gleaned from this index present valuable trends and consumer behaviors, especially for tourism professionals, travel insurance providers, hospitality brands, and destination marketers seeking to better serve Singapore’s evolving travel base.

Key Takeaways from the Allianz Partners Travel Index 2025 – Singapore:

  • 90% of Singaporeans plan to travel in 2025 despite ongoing cost-of-living concerns
  • 74% favor wellness and resort-style holidays, placing relaxation above all else
  • Asia (52%) and Oceania (19%) remain top travel regions for affordability and proximity
  • 87% of Singaporeans plan to purchase travel insurance for their trips
  • Travel motivations are shifting toward safety, cultural exploration, and family experiences
  • Social media and peer recommendations dominate travel planning behavior

Wellness and Rest Lead Travel Motivation in Singapore

Singaporean travellers are embracing tourism as a form of well-being and rejuvenation. In a post-pandemic world and under economic strain, travel is seen as a mental and physical reset. Among those planning trips in 2025:

  • 74% prioritise rest and relaxation, often in resorts or wellness retreats
  • 50% seek cultural experiences, indicating strong interest in heritage tourism and immersive local traditions
  • 43% are driven by adventure, from hiking and soft exploration to more curated outdoor experiences

This strong preference for wellness aligns with the broader Asia-Pacific trend, where 65% of travellers across the region also seek relaxation first, followed by cultural travel (50%) and adventure (40%). Such preferences indicate clear market opportunities for destinations that promote wellness tourism, healing nature, spa offerings, and heritage experiences—especially those within easy reach of Singapore.

Regional Proximity Matters: Travel Destinations by Popularity

Singapore’s geographic location allows for efficient access to many destinations across Asia, Oceania, and beyond. With flight times kept minimal and travel budgets under scrutiny, Singaporeans are leaning towards short-haul regional trips.

Top Destinations for Singaporeans in 2025:

  • Asia – 52% (Thailand, Malaysia, Japan, South Korea, Indonesia, Vietnam)
  • Oceania – 19% (Australia, New Zealand, Fiji)
  • Europe/UK – 9%
  • North America/Canada – 4%
  • South America, Middle East, North Africa – 2%

Affordability, safety, family-friendliness, and short flight durations are key factors driving these decisions. Notably, lower-budget travellers (under USD $1,100) are 30% more likely to opt for regional Asia destinations, reinforcing the continued relevance of Southeast Asian markets.

Generational Spending Patterns and Budget Insights

While travel remains a priority for most age groups, the spending habits vary significantly:

  • Travellers aged 50+ are nearly twice as likely as 18–29-year-olds to spend over $3,000 per trip
  • Singaporeans on average budget less for travel than those in Australia, New Zealand, Hong Kong SAR, or China
  • India and Japan remain the most budget-conscious travel markets in APAC

This suggests that older Singaporeans are leveraging discretionary income for longer or more luxurious holidays, while younger demographics remain more financially constrained but still enthusiastic.

Insurance Becomes a Travel Staple in 2025

Risk preparedness has become a cornerstone of modern travel. According to the Allianz Partners survey:

  • 87% of Singaporeans say they will purchase travel insurance, just above the APAC average of 86%
  • 73% cite unforeseen events as their primary reason for coverage
  • 68% mention peace of mind as their key motivator
  • 24% look to protect the financial investment of their trip

Top risks cited by Singaporean travellers include:

  • Personal safety (59%)
  • Falling ill while abroad (56%)
  • Being scammed, robbed, or pickpocketed (55%)
  • Flight cancellations and delays (55%)
  • Extreme weather events (46%)

Travelers spending over $3,000 per trip are 24% more likely to purchase insurance compared to those budgeting less than $1,100, illustrating a correlation between higher spenders and higher risk aversion.

Most preferred channels for buying insurance include:

  • Direct from insurance providers – 55%
  • Travel websites – 17%
  • Airlines, hotels, or tour operators – 9%

This trend reflects the maturing travel insurance market in Singapore, where consumers are increasingly discerning and proactive in their travel preparations.

The Rise of Social Media and Word-of-Mouth Planning

Singaporean travellers are highly influenced by digital media and personal networks. The 2025 Travel Index found:

  • 67% of Singaporeans rely on recommendations from family and friends
  • 69% use YouTube for travel inspiration
  • 56% turn to Instagram
  • 53% consult Facebook

Unlike markets like Mainland China and Hong Kong, where reliance on social media is even more pronounced, Singapore maintains a balanced blend of peer influence and digital platforms. This dual approach signals opportunities for tourism brands to engage across multiple channels—focusing on content marketing, authentic reviews, and visual storytelling.

Family and Group Travel Preferences

Travel in Singapore is not just personal—it’s increasingly social. According to the broader regional data referenced in Allianz Partners’ Asia-Pacific study:

  • Couples and family units dominate travel planning
  • Group activities, cultural immersion, and multi-generational travel experiences are in demand
  • Solo travel remains relatively low at 9%

This shift toward group travel highlights the need for flexible, inclusive travel products that cater to multiple age groups and shared experiences—from wellness resorts to cultural tours and family-friendly attractions.

Conclusion: Singapore’s Travel Outlook is Confident and Conscious

Singapore’s travel market in 2025 reflects a unique blend of resilience, wellness-seeking behavior, and risk-awareness. While economic concerns shape spending habits, the desire to explore remains steadfast. Destinations and travel providers that align with Singaporeans’ needs—offering safety, peace of mind, and culturally rich experiences—will be best positioned for growth.

With the majority of travellers planning to insure their trips, stay closer to home, and prioritize rest and rejuvenation, the travel landscape is evolving—but far from slowing down. For industry stakeholders, the message is clear: focus on value, flexibility, and trust, and the Singaporean traveller will continue to journey forward.

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