As Singapore pursues quality tourism, some locals raise questions about prices at attractions

SINGAPORE - The last time that homemaker Esther Lim visited one of Singapore’s tourist attractions was before the Covid-19 pandemic, when she played host to an overseas friend at the Night Safari.

In 2020, she used her

SingapoRediscovers vouchers

to pay for a full-day tour of Singapore’s southern islands, with dinner included for her family of four.

The $100 vouchers were issued to each Singaporean aged 18 and over that year as part of moves to boost domestic spending and save jobs, at a time when the tourism sector was decimated by travel restrictions.

Ms Lim said the high price of admission to attractions here was a major reason why she has not done any domestic tourism recently.

“It would be good if the SG60 vouchers can be used to pay for tickets,” said Ms Lim, 48.

“The price of tickets is definitely one big consideration, and that’s not the only cost (for a visit) – together with transport and food costs, it all adds up.”

The opening of several mega tourist attractions in 2025 has burnished Singapore’s tourism offerings, among them

Rainforest Wild Asia

by Mandai Wildlife Group,

Singapore Oceanarium

at Resorts World Sentosa (RWS) and

Minion Land

at Universal Studios Singapore (USS).

The two integrated resorts have, in recent months, also announced multibillion-dollar investments in their projects here.

Marina Bay Sands (MBS) will invest

US$8 billion (S$10.3 billion) in a new complex

 that will feature luxury hotel suites, a casino and a 15,000-seat entertainment arena, while

RWS has committed to a $6.8 billion spruce-up

, which will see the addition of two new luxury hotels and a new waterfront lifestyle complex.

But some locals have voiced concerns about the affordability of enjoying marquee tourist attractions in their own backyard.

In July, two letters sent to ST Forum said that local attractions can be made more accessible and enjoyable for residents.

One suggested

offering discounts,

especially during school vacations. Another proposed that

SG60 vouchers be allowed

to defray ticket prices at iconic places of interest such as the Singapore Zoo and Gardens by the Bay, to draw large families and encourage inter-generational bonding.

Focus is on quality tourism, value: STB

Anecdotal evidence aside, Singapore’s premium positioning – and priciness – has been quantified in some surveys.

In its 2024 Travel and Tourism Development Index, the latest available, the World Economic Forum ranked Singapore as the best out of 119 countries for the quality of its physical infrastructure and tourism services.

But the Republic was bottom in the Asia-Pacific region for price competitiveness, behind countries such as Australia, Japan and South Korea. This category measures how costly it is for people to travel or operate in each country.

Reached for comment, the Singapore Tourism Board (STB) said that since 2013, it has been pursuing a quality tourism strategy, focused on growing tourism spending while delivering exceptional experiences that benefit both visitors and locals.

“This strategy is a logical step for us as Singapore’s fundamental economic realities mean that we will never be a low-cost destination for tourism,” STB’s then chief executive Keith Tan said at an industry conference in 2023.

Prioritising value creation over price points means operators have to continue to innovate and offer world-class products that match changing consumer expectations, STB’s director of lifestyle and attractions Cherie Lee told ST.

Attractions here have done so by bringing in well-known intellectual property, such as Sentosa’s tie-up with Harry Potter, and Gardens by the Bay with the Jurassic World film franchise, which brought animatronic dinosaurs to Cloud Forest, one of its two cooled conservatories.

Tie-ups with global brands also provide changing experiences and encourage repeat visits, she said, citing the Singapore Flyer’s collaboration with Wiggle Wiggle.

This decked out the observation wheel’s capsules with the South Korean lifestyle brand’s whimsical aesthetic of bright colours and chirpy animals.

New offerings like the Disney Adventure cruise add to Singapore’s tourism appeal, while also creating unique experiences for local residents, said Ms Lee.

STB’s continued positioning of Singapore as a destination for premier sports and live entertainment events, such as concerts by global names, also provides locals with more world-class leisure events, adding to their recreational options, she added.

Deals available, but not well-advertised

Local attractions told ST they have preferential pricing and regular promotions for locals, as well as special SG60 deals.

For instance, Mandai Wildlife Reserve has an SG60 offer for senior citizens for $60 instead of the usual $235 that is good for all five of its parks. Since May 2025, more than 10,000 seniors have benefited from this offer.

In conjunction with SG60, RWS also brought back its USS season pass for $160, which gives a holder unlimited entry to the USS theme park in Sentosa for six months, among other deals.

The Mount Faber Leisure Group (MFLG), which operates Singapore Cable Car, offers year-round promotions for locals including $4 tickets for its Sentosa Line, versus $17 for tourists.

It is also offering a limited-time bundle with Sentosa Development Corporation (SDC) for local community groups that comes with a guided tour of the ongoing Peranakan Reimagined installations and a return ride on the Sentosa line cable car for $11.20 per person.

At MBS, the ArtScience Museum offers preferential pricing for Singapore residents across all its exhibitions throughout the year. On Fridays, up to four children under the age of 12 can enter any exhibition for free with every paying adult, excluding school and public holidays.

There are no plans for SG60 vouchers to be redeemable at local attractions. When contacted by ST, the community development councils said the vouchers are aimed at helping Singaporean households defray their daily expenses, and to support participating heartland merchants, hawker stalls and supermarkets.

Associate Professor Lau Kong Cheen, who heads the Singapore University of Social Sciences’ marketing programme, said attractions here should raise greater awareness of their special promotions, especially the time-limited ones linked to SG60.

He noted that some concession prices are in the range of 10 per cent off the general rate, which might still be beyond the affordability of lower-income households.

He suggested introducing group buys at lower rates, or reaching out to corporations to sponsor tickets for certain groups as part of their corporate social responsibility.

Mr Benjamin Cassim, a senior lecturer at Temasek Polytechnic’s business school, said ticket prices of attractions here are set at a reasonable level when compared with similar offerings elsewhere.

For example, USS tickets are priced at $79 for adults and $62 for children for Singaporeans and permanent residents. Prices are $85 per adult and $64 per child for other visitors.

At Universal Studios Orlando, tickets for adults cost US$119 (S$150), and for children it is US$114.

Even so, a clear focus on attracting residents to visit is important.

This is as revenue generated from local visitors provides a steady cash flow, and can give attractions a clearer estimate of daily occupancy via pre-purchase of tickets, said Mr Cassim.

Ensuring accessibility

Attractions here said they also have programmes to deepen local engagement and widen access to their venues.

At Gardens by the Bay, tie-ups with various social service agencies give lower-income residents and individuals with disabilities complimentary access to the Flower Dome and Cloud Forest.

There have been more than 280,000 beneficiaries since this was started in 2012, said its assistant chief executive officer May Yeo.

MFLG said it offers complimentary cable car rides for community group visits involving migrant workers, seniors and lower-income families.

It also provides free rides for some 1,300 beneficiaries and their caregivers yearly as part of its social inclusivity initiative.

Mandai Wildlife Group, likewise, works with schools, grassroots organisations and social service agencies to offer subsidised or complimentary access to its parks for seniors, at-risk youth and individuals with special needs.

STB said attractions here have also been enhancing their offerings with free programming. These include MBS’ Spectra, a nightly show involving lava and mist effects, and Gardens by the Bay’s Borealis, an installation at Supertree Grove that recreates the Northern Lights.

In its Domestic Perception Survey 2025, STB found that the majority here viewed tourism’s contribution to Singapore positively.

The survey, which gathered feedback from over 1,000 Singaporeans and Singapore residents, found that over seven in 10 agreed that tourist-driven offerings have improved the quality of life of locals, while eight in 10 believed that tourism makes Singapore more vibrant and interesting.

“Looking ahead, STB remains committed to working with industry partners to develop attractions that enhance Singapore’s appeal as a destination, while enriching the lives of our local community through quality experiences and employment opportunities,” said Ms Lee.

Special deals for S’pore residents at local attractions

Major local attractions have rolled out special deals to mark Singapore’s diamond jubilee, many of which are specially for locals. Here are some of the promotions: