Are Singaporeans choosier about travel?

The answer is yes, according to new data from YouGov’s report, Singapore’s International Traveller Outlook 2026. Singaporeans are clearly becoming more selective in their travel choices as rising costs and shifting perceptions of value reshape how they plan, prioritise, and pay for travel in 2026.

Keen about travel, but more cautious

Nearly 59% of Singaporeans travel overseas for leisure at least once a year, with higher-income travellers staying the most frequent flyers (78%).

But 2025 marked a turning point: 29% cut back on international trips due to financial pressures. Younger travellers, however, bucked the trend – 22% of Gen Z and Millennials travelled more than they did the previous year.

Cost pressures are driving travel habits.

About 65% of travellers say rising expenses influenced their 2025 decisions, led by higher transport (74%) and accommodation (65%) costs.

Looking ahead to 2026:

• 34% are likely to reduce the number of international trips
• 36% will seek more affordable destinations
• 13% will continue travelling as usual despite higher costs, rising to 21% among higher-income travellers

To cope, travellers are turning to off-peak travel (49%) and early booking (49%) as their top cost-management strategies.

A shift in perception of value and destinations

• Value for money: When asked about the perceived value for money of popular destinations compared to last year, Malaysia led (40%), followed by Japan (38%) and China (34%).
• Consideration: Japan remained the top-ranked destination, with nearly half of Singaporean holidaymakers (46.5%) saying they would consider visiting. China recorded the largest year-on-year gain in consideration (+6.6), followed by Malaysia (+4.1).
• Impression: China and Malaysia also led improvements in net impression scores, rising by +9.3 and +3.5, respectively.