Singapore Tourism Board revamps site with Adobe cloud

Singapore Tourism Board has overhauled VisitSingapore.com with Adobe software across seven market sites.

The revamp places the destination website at the centre of the board's effort to tailor content to different types of travellers, including families, solo visitors, groups of friends and business travellers. The site is used to present destination content, support trip planning and gather data on what visitors are searching for.

The organisation moved the site to Adobe Experience Manager Sites as a Cloud Service, replacing an on-premises setup that had required developer time for security scans, patches and infrastructure upkeep. The change has reduced the burden on internal teams and allowed more focus on the user experience.

The redesigned site now runs on a single content platform for the board's global digital presence. Content updates can be published once and distributed across seven market sites through an integration with a translation provider's cloud platform, while still allowing material to be adapted for local audiences.

The agency reported a 20% reduction in infrastructure maintenance costs. Automated version upgrades have also removed about 20 employee days of regression testing each year, while page performance improved by up to 3% after the migration.

Site redesign

Changes to the website include a new homepage video, simplified navigation, interest-based filters, expanded editorial content and itinerary recommendations based on traveller profiles. The aim is to make it easier for users to find experiences that match the way they travel.

Examples include self-guided heritage trails and social activities for solo travellers, attractions such as Sentosa and Mandai Wildlife Reserve for families, and nightlife and adventure options for groups. By helping users identify relevant experiences earlier, the board aims to move them from browsing towards booking.

VisitSingapore.com also plays a wider strategic role for the tourism authority. As Singapore's lead government agency for tourism development, the board uses the platform to support its long-term Tourism 2040 plan, which sets out ambitions for sustainable growth and for strengthening the country's position as a global destination.

Data insights

Adobe Analytics tracks which pages and themes attract different audience groups and how those interests vary by market. This gives the tourism board a clearer view of whether visitors are more engaged by heritage districts, family attractions or other parts of the destination offering.

One feature that recommends trips based on traveller archetypes, such as solo explorers, groups of friends and families with children, has shown particularly strong engagement. Visitors who use that tool spend more than three times longer on the site than the average visitor, according to the board.

Custom dashboards also help identify where interest is increasing and which content performs best in different markets. The board then uses that information to decide where to direct content resources and how to adjust material for local audiences.

Marketing shift

The project also reflects a broader shift in digital marketing as browser-based tracking becomes less dependable. Singapore Tourism Board now uses Adobe Real-Time CDP Connections to share customer engagement data directly with advertising platforms, aiming to improve audience insight and remarketing while responding to tighter privacy expectations.

Adobe Professional Services led the migration from the previous on-premises environment to the cloud platform, while Adobe Ultimate Success provided advisory support. The tourism board said the migration was completed in four months without disrupting site visitors.

For Singapore Tourism Board, the upgrade is not only a website rebuild but also an effort to make its main tourism platform easier to manage and more useful as a source of visitor intelligence. Every interaction on VisitSingapore.com helps the board understand what travellers are looking for and how to shape content around those interests.