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What happens when you ignore your predictable travel feed? Singapore Tourism Board (STB) Oceania has today announced the launch of ‘Travel Outside Your Algorithm’ – a new campaign, developed by global travel, creativity and culture platform Exceptional ALIEN, that challenges algorithm-led travel by sending three Australian celebrities off-script, off-feed and into discovery across the Lion City.
The campaign follows former world No. 1 tennis champion Ash Barty, self-taught cook, foodie and TV personality Hayden Quinn, and singer-songwriter Ruel – all of whom have visited Singapore before – as they follow a series of chat-bubble prompts that redirect them away from what they’re generally known for and toward experiences they may never have clicked on, proving that the city’s most memorable moments can start where the algorithm ends.
In a world where travel inspiration is increasingly shaped by “more of the same” content loops, Travel Outside Your Algorithm flips the script by inviting travellers to follow their curiosity, step outside their usual interests and see Singapore through unexpected experiences that shift perspective and spark fresh stories.
Says Dr Edward Koh, STB’s Executive Director, International Group & Oceania: “Social media algorithms work really well at giving you what you already like, which can also be a disadvantage when you travel. If your feed keeps serving you the same ‘top 10s’ and the same photo opportunities, you don’t truly discover a destination.
“We’re seeing strong momentum from Australia and New Zealand, and Travel Outside Your Algorithm builds on that by challenging Aussies and Kiwis to find the Singapore they don’t already know – whether they’re visiting for the first time or returning with a new lens. Our campaign shows that even if you think you know Singapore, the city has layers that can surprise you when you embrace the unfamiliar.”
Barty, who swapped her tennis whites for zookeeper scrubs for a day as part of her experience, was amazed by how much exists in the compact city where she played and competed many times.
Says Barty: “To Aussies and Kiwis who think they already know Singapore, stop treating it as a stopover. Make it the destination. We’re so quick to pass through Singapore on the way to somewhere else: a few hours in the airport, maybe an overnight break, then we’re off to Europe or the UK. But what I’ve learned over the last few days is that we’re missing so much by doing that.”
The campaign launches a month after STB Oceania announced record 2025 visitor arrivals. Australia surpassed its fifth position last year to come in as fourth highest market for visitor arrivals (VA) at 1.3 million – an 8% increase over the previous historical record in 2024. Australia also remained among the top three TR-generating markets, boosting its contribution by 7% to S$1.54 billion, behind Mainland China (S$3.68 billion), and Indonesia (S$2.09 billion).
Travel Outside Your Algorithm is rolling out across Barty, Quinn and Ruel’s social media channels, as well as VisitSingapore and Exceptional ALIEN’s own channels, and can also be viewed on the campaign landing page.
Photo credit: David Ross
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