· 87% of Singaporean travelers have reported they feel proud about the rising popularity of their country of origin as a travel destination.
· Nearly four in five (79%) Singaporean travelers are seeking to better understand their own heritage through travel.
· Singaporeans rank exploring local and traditional food and beverage as the most important consideration when it comes to planning travel for 2024, highlighting the intrinsic connection between culture and cuisine.
· This research comes as Hilton releases its global 2024 Trends Report, which uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.
· Singaporeans rank exploring local and traditional food and beverage as the most important consideration when it comes to planning travel for 2024, highlighting the intrinsic connection between culture and cuisine.
· This research comes as Hilton releases its global 2024 Trends Report, which uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.
SINGAPORE, Oct 10 (Bernama-BUSINESS WIRE) -- As Hilton releases its 2024 Trends Report, the leading global hospitality company has discovered an emerging generation of Asian travelers who are pursuing travel that will enable them to better understand their identity. Dubbed as the ‘GenerAsian traveler’ are Asians who are inspired by self-discovery and have a desire for a deeper understanding of their own cultural and ancestral heritage through travel.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20231009314740/en/
In a global survey conducted in collaboration with Ipsos, a resounding chorus of travelers across Asia have expressed a growing confidence for self-exploration. In Singapore, a staggering 87% of respondents reported they feel proud about the rising popularity of their country of origin as a coveted travel destination, with 92% feeling honored about the international popularity and appreciation for Asian food, design, and culture.
This shift in global taste can be attributed to globalization¹, where international audiences have better accessibility and insight into Asia through pop culture and social media. From the island city serving as the backdrop of top-grossing Hollywood films, to its restaurants receiving internationally renowned recognition, Singapore has maintained itself as one of the top travel destinations for global travelers, welcoming an estimated 2.9 million international visitors in just the first quarter of 2023².
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