Sentosa focuses on destination branding in 20-year growth plan

Singapore's Sentosa Development Corporation (SDC) has unveiled the next phase of its Greater Sentosa Master Plan, outlining a two-decade vision to transform Sentosa and neighbouring Brani into an expanded leisure and lifestyle destination designed to attract twice as many visitors while reinforcing the island's position as a global tourism brand.

The long-term blueprint integrates the existing island with the 120-hectare Brani, creating new space for hotels, attractions, lifestyle experiences and nature-based offerings. Developments are expected to be introduced progressively from the early 2030s.

The strategy reflects an increasing emphasis on destination branding through experience-led tourism, combining entertainment, nature, sustainability and public engagement to encourage repeat visitation across different life stages and occasions.

Don't miss: Sentosa sets sail with Disney Cruise Line in island-wide takeover

"For more than five decades, Sentosa has welcomed generations of Singaporeans and visitors from around the world, growing into a place that holds precious memories for many and well-loved by all. It is, in many ways, a global Singapore brand," said Thien Kwee Eng, CEO of SDC.

"The GSMP is the greatest transformation in our history. We will stay true to the soul and identity of this island, while shaping the next generation of world-class experiences. Before any of it is built, we wanted to share this vision openly, invite Singaporeans to step inside it and shape it together."

According to SDC, Sentosa welcomed more than 16 million visitors between April 2024 and March 2025, with the completed Greater Sentosa expected to attract double its current visitor numbers.

Destination branding through new experiences

At the centre of the plan is a series of new destination icons intended to strengthen Sentosa's appeal as "Singapore's island playground and sanctuary in a global city."

Among the proposed developments is Imbiah Canopy, envisioned as a landmark atop Mount Imbiah housing attractions, food and beverage outlets, retail offerings and sheltered event spaces. A tree-top skywalk will connect visitors to nature-based experiences and Siloso Beach.

The adjacent Imbiah Lookout Walk will provide an elevated forest canopy connection between Sensoryscape and Mount Imbiah while linking visitors to surrounding walking trails.

Another proposed attraction, Sensorium, will serve as a beachfront destination featuring indoor attractions, lifestyle experiences and a multi-purpose venue for events and festivals. Designed with integrated green spaces, the development also forms part of Sentosa's sustainability ambitions.

SDC also confirmed that Brani West is expected to become one of the largest attraction development sites under the master plan, with discussions already underway with potential partners to introduce new visitor experiences.

The master plan complements other major tourism investments already announced for the island, including Resorts World Sentosa's Waterfront Lifestyle Development, scheduled for completion in 2030, and the upcoming SUPER NINTENDO WORLD at Universal Studios Singapore.

Reimagining beaches as lifestyle destinations

Beyond new attractions, the plan proposes a comprehensive redesign of Sentosa's coastline, positioning Siloso, Palawan and Tanjong beaches as flexible, all-day lifestyle destinations.

Proposals include new beach clubs centred around sunrise and sunset experiences, treetop dining concepts, coastal activities and a floating boardwalk linking offshore islets to create an island-hopping experience across Sentosa's three-kilometre beachfront.

The redevelopment will be integrated with coastal protection infrastructure designed to improve resilience against erosion and rising sea levels while creating new recreational waterfront experiences.

Sustainability integrated into visitor experience

Rather than treating sustainability as a standalone initiative, SDC said environmental planning will be embedded throughout future developments.

Building on initiatives such as Cooling Sentosa, future projects will incorporate climate resilience, thermal comfort, biodiversity and ecological connectivity into infrastructure planning.

Sensoryscape, completed last year as the first milestone under the master plan, serves as an example of this approach by combining shaded walkways, immersive gardens, universal design features, native planting and ecological enhancements with digital experiences to improve visitor comfort and accessibility.

Improving accessibility across the island

The transformation also includes significant transport improvements designed to make travel to and around Greater Sentosa part of the visitor experience.

Plans include a new Island Heart Transport Hub connecting Sentosa and Brani, alongside a People Mover System intended to replace the existing Sentosa Express with greater passenger capacity.

Additional transport concepts under study include expanded waterfront links and water taxi services, complementing the existing Singapore Cable Car network.

Inviting the public into the planning process

Alongside the master plan announcement, SDC launched "Your Island. Reimagined.", an interactive public exhibition allowing Singaporeans to explore proposed concepts and contribute ideas for Greater Sentosa's future.

The exhibition combines immersive installations, quizzes and AI-powered experiences that enable visitors to personalise future versions of the island while learning about its heritage, beaches, ridgelines and planned developments.

The exhibition debuted at VivoCity from 3 to 5 July before travelling to Our Tampines Hub, Jurong Point and Waterway Point later this year, returning to Sentosa in October. Admission is free.

Related articles:
How Sentosa and SingPost are mailing nostalgia from the edge of Asia
Mickey and Minnie Mouse join King Mu’s eight steeds in Sentosa’s CNY spectacle
Sentosa evolves brand to inspire wellness and balance with new campaign