Tourism Through the Lens is a photography series for the Singapore Tourism Board that celebrates passion, captured through the lens of diverse tribes who converge in Singapore. Rooted in the belief that shared passions spark unexpected connections, the art direction brings to life six distinct tribes. Each tribe embodies its own rhythm, lifestyle and energy. Together, they reveal unique facets of Singapore through authentic, emotion-led photography. 

Tribes:
It's all about people. When you love something enough, it becomes a part of you. Your routine, your rhythm, your reason. And you share the same passion as those in your tribe. While each tribe speaks its own unique language, they all say one thing in harmony: No matter where you’re from, this is where passions meet and possibilities happen.

The Explorers: 
Explorers enjoy exploring and discovering different places and spaces, enabling them to create new stories. Armed with a passion for traversing new terrain, urban or natural, possibilities are found when Explorers making intriguing discoveries in newfound places. If you have a passion for exploring, come to Singapore and discover places and spaces.

The Collectors:
Collectors enjoy shopping and collecting items that showcase their unique identities, hence they are always on the lookout for unique finds and curious knick-knacks. Possibilities are found in things they can identify with and in curating unique collections give them a sense of individuality. If you have a passion for shopping, come to Singapore and experience new shopping experiences to hunt for your unique identity.

The Action Seekers: 
Action Seekers seek action and excitement, always chasing the next adrenaline rush. Action Seekers have a passion for living life boldly and unrestrained, and possibilities are found in the heart of the action. If you have a passion for action, come to Singapore and chase the adrenaline and excitement.

The Socialisers: 
Socialisers enjoy the energy of the nightlife and entertainment scene, and how music enables them to blend these experiences together. Immerse in the boundless energy of Singapore’s nightlife and entertainment, and create new connections and memorable experiences fuelled by the energy in the atmosphere. If you have passion for nightlife or entertainment, come to Singapore and feel the energy.

The Culture Shapers: 
Culture Shapers enjoy immersing themselves in arts and culture to gain new perspectives. Craft is the thread that ties this tribe together. They find possibilities in creation, meaningful arts-based dialogues and participation in the local arts scene. If you have a passion for arts, come to Singapore to gain new perspectives.

The Progressors: 
Progressors are business travellers seeking to connect, collaborate and innovate. Apart from hosting or attending business events, they also enjoy the leisure experiences that Singapore has to offer. If you have a passion for growth, come to Singapore and make your ideas succeed. 

The Foodies: 
Foodies delight in food—cooking and dining—and want to experience flavours in new ways. Foodies seek out possibilities to taste something different, in new atmospheres and in new ways. If you have a passion for food, come to Singapore and taste flavours in new ways.