Kong Research · Edition 2026
Of 95 Singaporean tour and activity operators, 27 let customers book directly on their website, 28.4%. This page covers a census of the Singapore market, not a sample.
The finding
Nearly every Singaporean operator is online in some form, yet only 28.4% can actually take a booking on their own website. Food, culture and workshop experiences dominate the market (45.3% of all operators, nearly three times the regional average) and 30.2% of them are bookable. Boat and cruise operators do best: 50.0% can take a booking online, the highest of any category in the region.
Diving is the odd one out. Dive businesses make up 17.9% of the Singapore sample, but only 5.9% of them can take a booking online, the worst figure in the country. Singapore has almost no diving of its own; these shops sell trips to Tioman, Bintan and beyond, and they close those sales over chat, not through a checkout.
Destinations
A census of one city. Singapore is measured as a single destination, the whole market rather than a sample: 95 operators classified, 27 bookable (28.4%), and 7.4% with no web presence.
Categories
| Category | Operators | Share of market | Bookable | Bookable % |
|---|---|---|---|---|
| Boat tours & cruises | 16 | 16.8% | 8 | 50.0% |
| Watersports & adrenaline | 6 | 6.3% | 2 | 33.3% |
| Outdoor & nature | 9 | 9.5% | 3 | 33.3% |
| Food, culture & workshops | 43 | 45.3% | 13 | 30.2% |
| Diving & snorkelling | 17 | 17.9% | 1 | 5.9% |
| Attractions & sightseeing | 4 | 4.2% | 0 | 0.0% |
Systems
12 of 27 bookable operators run a dedicated booking platform; the rest use general cart or payment software.
| System | Operators |
|---|---|
| WooCommerce | 10 |
| Stripe | 8 |
| FareHarbor | 6 |
| Bokun | 5 |
| HitPay | 2 |
| PayPal | 1 |
| Bookeo | 1 |
| Shopify | 1 |
Payment
4 of 27 bookable operators accept a local payment method (PayNow or NETS). The rest are card-only.
Questions
28.4%: 27 of 95 classified Singaporean tour and activity operators let customers book directly on their website. A further 61 have a website that cannot take a booking, 0 have only a social media profile, and 7 have no web presence at all.
WooCommerce on 10, Stripe on 8, FareHarbor on 6, Bokun on 5. Dedicated booking platforms reach 12 operators, 12.6% of the Singaporean sample. Most bookable operators use general shopping-cart software rather than proper reservation software.
4 of 27 bookable Singaporean operators accept a local payment method such as PayNow or NETS. The remainder are card-only, which in practice means selling to international travellers rather than domestic ones.
7 of 95, or 7.4%. Online presence (a website or a social profile) reaches 92.6% of Singaporean operators.
Mostly by message. Of Singaporean operators with a working website but no online checkout, 29.5% list WhatsApp as their booking channel. Across the country 21 operators use WhatsApp as their only route to a booking.
Continue
Up to the full report: The State of Tour Operator Bookability in Southeast Asia · Next: Thailand · Malaysia
Percentages are of classified operators. 3 Singaporean operators were excluded as unresolved (site blocked or misconfigured, not dead).
"Bookable" means a date-selection widget alongside a booking platform, payment gateway or cart on the operator's own site. It measures capability, not usage.
Data CC BY 4.0. Kong sells booking software to tour operators; see the hub for the full disclosure. · bookwithkong.com