Mount Faber Leisure Group (MFLG) is intensifying its engagement with the Indian market, expanding sales outreach beyond metro cities while witnessing strong growth driven by FIT travellers, MICE movements and emerging Tier-II source markets.
Speaking during its India sales visit aligned with OTM, Jennifer Wong, Director, Commercial – Mount Faber Leisure Group, highlighted India’s continued importance as a key source market for Singapore’s leisure and attraction experiences, particularly across Sentosa-linked offerings.
Expanding Footprint Beyond Metro Cities
As part of its ongoing market development strategy, MFLG has been actively conducting sales missions across multiple Indian cities, targeting both established and emerging outbound markets.
“We come to India regularly for direct sales engagement and do not limit ourselves to metro cities. Tier-II markets are becoming increasingly important for us,” she shared.
Recent engagements included Ahmedabad, Bengaluru, Kolkata, Mumbai and Delhi, with Chennai and Kochi scheduled as the next stops following OTM. The group is also evaluating additional Tier-II city activations later this year, reflecting growing outbound travel demand from these regions.
While Mumbai and Delhi continue to remain core markets, MFLG noted rising interest from secondary cities, supported by improved connectivity and increasing international travel aspirations.
Post-Pandemic shift towards FIT travellers
MFLG has observed a significant evolution in Indian traveller behaviour since the pandemic, particularly among first-time visitors to Singapore.
Prior to COVID-19, most first-time Indian travellers visited Singapore through organised group tours. Post-pandemic trends, however, show a growing number choosing to travel as Free Independent Travellers (FITs).
According to the company, Singapore’s ease of navigation, English-language signage and digital accessibility have encouraged travellers to explore independently.
FIT visitors are also spending more time engaging with diverse experiences and curating personalised itineraries, contributing positively to attraction visitation.
Younger travellers and millennials are increasingly booking hotels, attractions and activities separately rather than opting for bundled packages, signalling a gradual shift in booking patterns. Online travel agencies are also adapting by offering standalone attraction passes and destination-focused packages.
Strong Contribution from MICE and Cruise Segments
India’s MICE segment continues to play a vital role in driving visitation to MFLG’s attractions. Corporate groups typically opt for short-duration but higher-spend itineraries.
“MICE groups generally stay up to three nights in Singapore, but they tend to include multiple attractions and dining experiences within their programmes,” she noted.
Average per-person expenditure for Indian MICE travellers is estimated at approximately SGD 500–700, depending on hotel category, event structure and inclusions.
Cruise tourism is further supporting visitation, with many travellers adding pre- or post-cruise experiences. Flexible flight timings to India allow guests to incorporate half-day Sentosa experiences before departure, boosting participation in attractions such as the Singapore Cable Car and evening entertainment offerings.
Experiences Designed for All Age Groups
MFLG highlighted the strong appeal of its Singapore Cable Car experience, positioned as both an entry and exit highlight for visitors travelling to Sentosa.
The attraction offers panoramic aerial views across Mount Faber, HarbourFront and Sentosa Island, including new SkyOrb cabins featuring glass-bottom floors that enhance the immersive experience.
Evening attractions such as Wings of Time Fireworks Symphony continue to attract Indian visitors, particularly families and groups looking for end-of-day entertainment aligned with late-night flight schedules.
Student Travel Segment to Receive Sustainability Upgrade
Beyond leisure and MICE travel, MFLG is also strengthening its focus on educational travel from India.
The group is currently enhancing its student engagement programme, with updated content expected to launch by June. The revised curriculum will integrate sustainability themes alongside educational storytelling explaining cable car engineering and operations.
Approximately 40% of the programme content is being refreshed to align with evolving student travel interests and experiential learning trends.
