The board is spotlighting how ordinary experiences are made extraordinary in the island nation, in light of research uncovering that most Brits cannot decipher real and AI-generated imagery of the destination.
In a survey asking Brits to tell the difference between AI-generated images and real destination snaps, 93% selected at least one real picture they believed was generated by AI.
Inspired by the almost indecipherable existence of the destination's architectural marvels from AI-generated ones, the board has launched a new 'Unreal. Made In Singapore' campaign, featuring a 3D billboard at Piccadilly Circus. The board hopes the new tech-centric approach will put a fresh spin on its existing 'Made in Singapore' global brand messaging.
Michael Rodriguez, Singapore Tourism Board's area director for Northern & Southwestern Europe, said the survey proves that "Singapore is a destination that is so unreal, it is more unbelievable than any traveller, and even AI, can imagine."
The campaign comes off the back of recovery that saw international arrivals of 13.6 million in 2023, representing around S$26 million in tourism receipts. 2023's performance far exceeded the initial projects of 12 million visitors.
UK visitors comprised 474,000 arrivals of the total 13.6 million last year.
