How three Aussie icons are showing Singapore a side search can't find

Singapore Tourism Board (STB) Oceania is inviting travellers to discover a side of Singapore beyond the usual Instagram highlights with its new campaign, "Travel outside your algorithm". The campaign challenges algorithm-led travel by sending three Australian celebrities off-script, off-feed, and into discovery across the Lion City.

Developed by global travel, creativity, and culture platform Exceptional ALIEN, the campaign follows former world No. 1 tennis champion Ash Barty, self-taught cook 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 toward experiences they may never have clicked on, proving that the city’s most memorable moments can start where the algorithm ends.

Using specially curated “travel playbooks,” the trio explores secret gardens, rooftop escapes, hidden hawker gems, and street-level creativity. From off-grid culinary adventures to immersive cultural experiences, each journey reshapes how viewers see the city. Exceptional ALIEN acts as a human-first compass, handpicking insider recommendations that go beyond search results and social feeds.

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The 90-second teaser shows Ruel wandering Chinatown’s hidden back alleys, Barty exploring Mandai’s Bird Paradise, and Quinn venturing into Pulau Ubin’s natural landscapes. They also take part in sports, sightseeing, and sampling some of the city’s beloved dishes. Viewers can follow their individual journeys in full on the campaign’s landing page and across the celebrities’ social channels, as well as VisitSingapore and Exceptional ALIEN’s platforms.

For the three celebrities, "Travel outside your algorithm" was as much about personal discovery as it was about the city itself. Barty, taking in Singapore through a family-minded lens, was struck by how compact yet intentional the city is.

From Mandai’s sprawling wildlife experiences to heritage laneways in Katong-Joo Chiat, she found joy in slowing down, noticing details, and reclaiming spaces she’d only previously rushed through. “The Singapore you think you know from flying through? That’s not the real one. The real one is waiting for you to stay, to look up, to wander, to ask questions,” she said.

Ruel experienced Singapore beyond the spotlight and the tourist path, diving into the layers of Chinatown’s heritage, vintage fashion, and culinary culture. He discovered that the city’s past and present coexist naturally, from family-run restaurants to contemporary street art. The playful side of Singapore caught him off guard, from indoor standing waves to pickleball, highlighting the adventurous energy that sits alongside its heritage.

Quinn found surprises in the city’s wild side. Beyond the famed hawker centres and Michelin-starred restaurants, he explored Pulau Ubin’s mangroves, the Southern Ridges’ elevated rainforest paths, and marine life in the Oceanarium. For him, Singapore’s compact size made it possible to experience nature, culture, and adventure in a single trip, with each moment offering fresh inspiration and memorable experiences.

The campaign launches a month after STB Oceania unveiled record 2025 visitor arrivals, with Australia surpassing its fifth position to become the fourth-highest market at 1.3 million visitors, an 8% increase over 2024. Australia also remained among the top three tourism-revenue-generating markets, contributing SG$1.54 billion, behind Mainland China (SG$3.68 billion) and Indonesia (SG$2.09 billion).

“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,” said Edward Koh, executive director, International Group & Oceania, STB.

He added, “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.”

Building on this approach, STB Oceania also launched a gamified TikTok travel miniseries, "The Journey: Singapore", in January last year. In partnership with global social media agency Komodo, the series followed Australian content creators competing in four interactive challenges across the city, with one lucky follower winning a trip for two.

Hosted by TV personality Josh Moss, the series featured creators such as Olympic diver Sam Fricker and viral dance sensation Nathan Lust, with TikTok LIVE Diary Rooms offering behind-the-scenes glimpses and creator confessions. The series marked the second Australian campaign under STB’s "Made in Singapore" initiative, continuing the board’s push to connect with travellers through innovative, social-first storytelling.

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