The Ascott Limited is deepening its experiential travel offering in Singapore with the 2026 edition of its Citadines For the Love of Coffee campaign. Running from 18 October to 29 November under the theme “A Cup of Coffee, A City of Stories,” the initiative brings together curated coffee experiences and guided neighbourhood walks in partnership with local operator Monster Day Tours.
The programme is designed to tap into Singapore’s vibrant coffee culture, which is a daily ritual for roughly three in five adults in the city-state. It spans traditional Nanyang kopi, South Indian filter coffee, and contemporary speciality brews, reflecting the multicultural fabric of Singapore’s communities.
Charmaine Wee, Deputy Area Manager for Citadines Rochor Singapore, said: “Every city has its own coffee culture shaped by the people, traditions and neighbourhoods.” The tours aim to give guests a deeper understanding of how coffee connects to local heritage and daily life.
Three distinct itineraries
The campaign features three separate tours, each focusing on a different facet of Singapore’s coffee scene:
- Sip, Stroll & Discover Chinatown (18 October) – a heritage walk through Chinatown, exploring the history of Nanyang kopi and its role in the area’s shophouse culture.
- Little India Coffee Trail (15 November) – a journey through Little India, highlighting South Indian filter coffee and its significance in the Tamil community.
- Modern Coffee & Kent Ridge Heritage (29 November) – a look at the rise of speciality coffee in Singapore, set against the historical backdrop of Kent Ridge.
Each tour includes hands-on activities such as kopi appreciation workshops and guided heritage walks, allowing participants to engage with the stories behind their brews.
The tours are exclusive to Citadines guests who are members of the Ascott Star Rewards loyalty programme. Interested travellers can sign up through Citazens, the on-property guest experience team, at participating Citadines properties in Singapore.
This initiative aligns with a broader trend in hospitality where brands are leveraging local experiences to differentiate their offerings. For travel professionals, it underscores the value of partnerships with local tour operators to create authentic, bookable experiences that enhance guest stays.
Singapore remains a key market for experiential travel, and this campaign follows other recent moves in the city-state, such as the debut of DoubleTree by Hilton at Robertson Quay and the focus on wellness-led MICE at Four Seasons Singapore. The coffee tours also tap into the growing interest in culinary tourism, which has been highlighted by data showing strong travel demand from China.
For agents and tour operators, the Citadines programme offers a model for packaging local culture into short, immersive experiences that appeal to both leisure and business travellers. The collaboration with Monster Day Tours demonstrates how hotels can extend their brand beyond the property walls.
As the travel industry continues to recover, such initiatives are likely to become more common, as operators seek to provide memorable, location-specific activities that drive loyalty and repeat visits.
