The submit Singapore pivots to “participatory” tourism as sports events drive $24B in receipts appeared first on TD (Travel Daily Media) Travel Daily Media.
Dr Guy Llewellyn
The paradigm of Singapore’s tourism sector is shifting from spectator-heavy leisure to high-value participatory sports. As of early 2026, Singapore’s tourism receipts (TR) reached a file S$23.9 billion in the primary three quarters of 2025 alone, placing the nation on observe to exceed its full-year forecast of S$30.5 billion.
This progress is more and more fuelled by travellers who don’t simply desire a seat on the Formula 1 Grand Prix, however a court docket for pickleball or a beginning line on the Singapore Marathon. For B2B stakeholders in the hospitality and wellness sectors, this represents a essential pivot level: the monetization of the “active traveller.”
In an interview with Travel Daily Media, Dr Guy Llewellyn, Assistant Professor, EHL Hospitality Business School shares extra….
Travel Daily Media (TDM): Pickleball craze and the recognition of tennis as a sport is influencing design and structural adjustments in motels to entice extra company that journey not solely to see but additionally to play sports particularly in Singapore. Would you kindly share your views on the identical?
Dr Guy Llewellyn (GL): In Singapore, the rise of lively sports such as pickleball alongside the recognition of tennis is influencing how motels take into consideration their area utilization and visitor expertise. There is a shift from travellers who watch sporting events whereas travelling to those that actively need to take part whereas away from house. Pickleball is especially enticing as a result of it’s accessible, social, and versatile in phrases of area necessities. Rather than constructing completely new amenities, motels are more and more exploring adaptable areas, short-term court docket installations, or partnerships with close by sports venues to cater to this rising section.
This development displays a change in how wellness and life-style choices are positioned inside motels. Pickleball and tennis create alternatives for social interplay, longer stays, and better spending throughout different shops in motels, together with eating places, spas, and outlets. For Singapore, this aligns nicely with the town’s deal with high-value, experience-driven tourism; motels can differentiate themselves not solely by means of their rooms and repair, but additionally further experiences that help an lively, community-oriented approach of travelling.
TDM: What may be the backup plan for the resort if the increase turns to bust: If the pickleball and tennis development seems to be short-lived, what occurs to the infrastructure?
GL: Hotels ought to keep away from treating sports infrastructure as mounted, single-purpose investments. The ultimate method is to design for adaptability to enable pickleball and tennis courts to be repurposed if demand shifts to occasion areas or wellness areas. Hotels can use modular surfaces, short-term line markings, or detachable nets to keep flexibility if utilization wanes. Additionally, it supplies motels the choice to cross-utilise the area in the event that they want further area for different events. With this mindset, the infrastructure doesn’t turn into redundant, it merely evolves. The key takeaway for motels shouldn’t be to chase particular person developments, however to make investments in areas that may constantly adapt to altering visitor behaviours and demand cycles.
TDM: Sporting events are dictating tourism statistics internationally. These even have a big impact on the economic system of the vacation spot. How is Singapore growing as a vacation spot for Sports Tourism? Kindly share statistics.
GL: Singapore is growing itself as a serious sports tourism vacation spot by internet hosting a rising variety of world-class sporting events that entice worldwide guests and drive financial influence. The Formula 1 Singapore Grand Prix is the flagship sporting occasion that has seen greater than 550,000 worldwide guests and has introduced in round S$2 billion in tourism receipts since its inception in 2008. Singapore additionally hosts different main sports events, together with the KFF Singapore Badminton Open, Singapore Smash, HSBC SVNS, LIV Golf, and the Singapore Tennis Open. Notably, the World Aquatics Championships attracted 40,000 guests and S$60m in tourism spending, whereas the Standard Chartered Singapore Marathon noticed 14,000 worldwide runners out of 55,000 complete members in 2025. These events carry each members and spectators from overseas and are an essential driver for value-based tourism over volume-based tourism.
TDM: To additional promote and earn extra revenues, how is wellness being tied into the ‘sports with stay’ development? Are rejuvenating and restoration sports packages being offered alongside?
GL: Wellness is the pure extension of the “sports with stay” idea, shifting the main target from efficiency to restoration and longevity. As travellers mix lively pursuits with their journey, motels are packaging sports with restorative experiences such as physiotherapy, yoga, guided stretching, hydrotherapy, therapeutic massage, sleep optimisation, and nutrition-focused menus.
These packages enchantment to a large demographic, together with company teams and seniors who worth longevity over depth. For motels, that is extremely strategic, as restoration providers command excessive margins and permit them to monetise sports tourism by means of service packages, somewhat than relying solely on constructing large-scale bodily infrastructure.
TDM: What sort of tie-ups and packages do motels alongside journey advisors provide for probably the most distinguished sporting events globally?
GL: Hotels are more and more providing sports occasion packages that mix premium occasion entry, curated stays, and added experiences permitting followers and members to flip events into seamless journey experiences. The F1 Experiences provides official journey and hospitality programmes that bundle grandstand or paddock entry with resort lodging and on-site perks such as premium eating and behind-the-scenes entry. These packages make it straightforward for travellers to e-book a race weekend in cities like Singapore with curated resort stays and race tickets in a single bundle.
Beyond Formula 1, specialist journey firms such as Keith Prowse Travel and STH Group work with main international sporting events together with the tennis Grand Slams, marathons, rugby finals, and world cups to present official hospitality and journey packages that embrace top-tier occasion tickets, 4- or 5-star motels, transfers, and sometimes pre- or post-event experiences. Travel advisors can even take part in partnership programmes with occasion tour operators that safe unique entry, aggressive resort allocations, and concierge-level providers for shoppers attending events just like the Olympics, FIFA World Cup, and Wimbledon. These complete choices enable motels and brokers to upsell stays round distinguished sporting calendars and create tailor-made sports hospitality packages that drive increased occupancy and visitor satisfaction.
The submit Singapore pivots to “participatory” tourism as sports events drive $24B in receipts appeared first on Travel Daily Media.
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