Singapore's Year-Round Sports Tourism Strategy: Beyond Formula 1

Singapore, Singapore Jul 24, 2026 ALN: [SINGAPORE] After days of matches at OCBC Arena, the 2026 World Table Tennis (WTT) Singapore Smash champions had victory photographs taken at the Singapore Oceanarium instead – in an example of how the Republic’s sporting events are broadening their tourism ambitions. This initiative reflects a strategic approach to intertwining sports with tourism, aiming to leverage the excitement of competitive events to draw visitors to various attractions across the island.

Held at Kallang since 2021, this year’s WTT brought in Resorts World Sentosa (RWS) as a presenting partner for the first time. The partnership signifies a growing recognition of the potential that sporting events have to enhance the tourism landscape in Singapore. By incorporating major attractions like RWS into the fabric of sporting events, the country is not only promoting the events themselves but also encouraging visitors to explore and enjoy the diverse offerings of the destination.

The tournament was embedded in the tourism economy via the sort of meet-and-greets, athlete stays, and fan hotel packages usually associated with marquee events such as the Formula One (F1) night race. This approach is indicative of a broader trend where sports organizations and tourism boards collaborate to create comprehensive experiences for fans, ensuring that their visit is memorable and multifaceted. Such interactions not only enhance the overall experience for attendees but also foster a sense of community among sports enthusiasts.

Beyond extravaganzas such as F1, Singapore is developing a calendar of recurring “tier-two” events, from table tennis, badminton and rugby tournaments to marathons with mass participation. This diversification is essential for sustaining interest and engagement throughout the year, as it allows Singapore to cater to a wide range of interests and demographics. By establishing a robust calendar of events, the city-state aims to position itself as a year-round destination for sports tourism.

Such sporting events “strengthen Singapore’s destination appeal, generate global branding value, and contribute to a rich and varied events calendar that keeps Singapore relevant and exciting to diverse groups of visitors year-round,” says Singapore Tourism Board (STB) director of sports Lilian Chee. The emphasis on maintaining a dynamic events calendar is crucial in an increasingly competitive global tourism market, where destinations vie for the attention of international travelers.

While some are of smaller scale, they are collectively designed to keep the tourism engine running throughout the year. This strategy not only supports local businesses but also promotes a vibrant community atmosphere, as residents engage with visitors during these events. The local economy benefits from increased foot traffic, which can lead to higher sales in retail, dining, and hospitality sectors.

Alexander Josiassen, professor of marketing at James Cook University Singapore, says: “A year-round sports portfolio gives Singapore repeat visibility, not just a short spike.” This perspective highlights the importance of consistency in marketing and branding efforts, as a steady stream of events can help solidify Singapore’s reputation as a premier destination for sports tourism. “Mega-events can be powerful, but can also be more risky,” he adds. “A portfolio of recurring tier-two events helps build a more stable identity as a sports-and-lifestyle city, while also spreading demand across the calendar.”

The recurring nature of such events is important. Daryl Yeo, deputy chief executive officer for development at Sport Singapore (SportSG), says that these tournaments help build sustained engagement “by providing sport fans with something to look forward to every year.” This anticipation can foster loyalty among fans, encouraging them to return year after year, which is beneficial for both the tourism sector and local businesses.

Singapore’s sports tourism push is backed by the S$165 million Major Sports Events Fund (MSEF), launched in 2024 by SportSG to lock in long-term, multiyear contracts. This fund represents a significant investment in the future of sports tourism in Singapore, providing financial support for event organizers to bring high-quality sporting events to the country. Available for an initial four years till 2028, the fund supports event “owners” who apply with proposals. If these are approved, SportSG works with the owners to bring the events to Singapore, with some amount of funding. This collaboration is crucial in ensuring that events are not only successful but also align with the broader objectives of the tourism strategy.

Blockbuster events are not the only focus. STB’s Chee notes that niche and emerging sports events complement mainstream ones by drawing enthusiasts who travel just to attend. This diversification allows Singapore to tap into various markets and attract different types of visitors, from casual fans to dedicated sports aficionados. She points, for instance, to the FIDE World Chess Championship 2024. Held in Singapore for the first time, it drew over 7,000 fans across 14 days, with 15 per cent from overseas. This example underscores the potential for even less mainstream sports to attract significant international interest and tourism.

Sports can be a draw for other groups of tourists too. The STB has seen more MICE (meetings, incentives, conferences and exhibitions) travelers incorporating sports and wellness in their itineraries, says Chee. This trend reflects a growing recognition of the importance of wellness and recreation in the travel experience, as more travelers seek to balance business commitments with leisure activities. “Singapore, as a city in nature, is highly appealing with our wellness spots like Nowhere Baths at Dempsey for recovery, even fitness events such as Hyrox Singapore,” she says. This focus on wellness complements the broader narrative of Singapore as a destination that promotes a healthy lifestyle and well-being.

“These experiences will cater to the growing segment of travellers looking to build exercise and recovery into their trips.” This shift in traveler preferences is significant, as it indicates a move towards more experiential travel, where visitors seek to engage with their surroundings in meaningful ways. By offering a variety of sporting and wellness activities, Singapore is positioning itself to attract this emerging demographic.

Even as it supports a wide range of events, the STB remains focused on quality tourism. This means bringing in the right kind of tourists: those who appreciate what Singapore has to offer, given that the Republic is not a “cheap” destination, said STB assistant chief executive Jean Ng. This emphasis on quality over quantity is crucial for maintaining the integrity of the tourism experience in Singapore, ensuring that visitors have a positive impression of the destination and are likely to return.

STB’s first consideration in evaluating a sports property, said Ng, is whether it commands attention in terms of viewership and fan base. The second is whether fans will travel for it, and the third is whether tourists will come to participate themselves, she said, citing marathons as an example of the latter. This structured approach to event selection helps ensure that the events supported by STB align with the overall goals of enhancing Singapore’s tourism profile and generating economic benefits.

Sports tourism does support higher spending. STB’s Chee notes that international sportsmen – whether professional athletes or mass participants – typically arrive a few days before the event to acclimatise. This translates into longer stays than the average visitor, and higher spending across lifestyle, hospitality, retail and dining. This extended engagement is beneficial for the local economy, as it allows businesses to capitalize on the influx of visitors who are willing to spend more during their stay.

International visitors typically constitute 25 to 30 per cent of STB-supported leisure events, including both performances and sports. The STB did not provide a separate figure for sports events, but the overall trend indicates a significant contribution from international tourists to the local economy. In WTT’s survey of the Singapore Smash 2026 audience, about 46 per cent of respondents were from overseas. This statistic highlights the importance of international participation in driving tourism and underscores the need for continued investment in sports events that attract global audiences.

WTT is one of the events supported by MSEF. Its project management agency and main delivery contractor is local company Kin Global, which recently listed on the Singapore Exchange. This collaboration exemplifies the growing synergy between local businesses and international sporting events, further embedding sports tourism into the fabric of Singapore’s economy and cultural landscape.