Travel campaign encourages discovery beyond algorithms in Singapore

What happens when travellers move beyond their usual digital recommendations? The Singapore Tourism Board (STB) Oceania has introduced Travel Outside Your Algorithm, a campaign that examines how travel decisions are shaped by algorithms and what lies beyond them.

Created in collaboration with Exceptional ALIEN, the campaign follows Ash Barty, Hayden Quinn and Ruel as they explore Singapore through a series of prompts designed to take them away from familiar interests. Each participant has previously visited the city, but this time engages with experiences they would not typically choose.

The campaign examines how curated feeds often guide travellers towards similar recommendations. By shifting away from these patterns, it encourages visitors to approach Singapore with a different perspective and explore experiences that may not appear in standard travel content.

According to STB, travel inspiration is increasingly influenced by repeated content formats, which can limit discovery. The campaign presents an alternative approach by focusing on curiosity and varied experiences across the city.

As part of the initiative, Barty took part in activities outside her usual field, including spending time in a zookeeper role. Reflecting on the experience, she noted that many travellers treat Singapore as a transit stop rather than a destination, often missing opportunities to explore the city more fully.

The campaign also follows recent visitor data shared by STB Oceania. In 2025, Australia recorded 1.3 million visitor arrivals to Singapore, up from the previous year. The country also remained among the leading tourism revenue markets, contributing S$1.54 billion.

Travel Outside Your Algorithm is being rolled out across the social media channels of the participants, along with VisitSingapore and Exceptional ALIEN platforms, targeting audiences in Australia and New Zealand.