6月10日，新加坡旅游局与马蜂窝在北京翰林书院联合举办“#反正好玩#灵感焕新之旅”主题活动。活动以“反差感、新鲜感、社交感”为核心，通过南洋风情沉浸式体验、圆桌友好局及达人故事分享，全方位展现新加坡旅行的多元魅力。马蜂窝展示了最新的AI文创产品，该产品搭载自研的旅游AI行业模型，为游客解锁数智旅行新体验。
近年来，中国游客的出行偏好日益多元，不再满足于追求热点，而是更注重深度沉浸、文化联结与个性化体验。马蜂窝“AI小蚂·新加坡旅行小助手”的用户使用数据显示，赴新加坡游客的关注点日益精细且高度分层，亲子家庭关注“景点排队时长”、“婴儿车租赁”，年轻用户想要了解“网红咖啡厅”、“娘惹文化打卡”，银发族则偏好“无障碍设施查询”。
“为此，新加坡推出精准匹配的五大玩家主题——健康乐活族可以在沉浸式雨林探险导览项目中探索圣淘沙中心的雨林生态系统；寻味美食家可以尝试一次甜咸微苦、风味独特的咖啡排骨；城市探索者可以在全新开放的滨海湾花园的《侏罗纪世界：体验》展览邂逅史前奇观；娱乐体验派可以去感受轰鸣引擎与激情旋律于F1 新加坡大奖赛现场交织，风驰电掣的赛车竞技外，更有热力四射的演唱表演带来双重感官冲击；乐龄银发族则于娘惹刺绣工坊感受传统工艺带来的宁静与乐趣。”新加坡旅游局大中华区首席代表兼执行署长潘政志先生在圆桌友好局中介绍道，“通过AI科技与旅游产品相结合，能够为游客提供个性化的旅游建议，传递‘反正好玩’的旅行可能性。”
“AI旅行助手，无论是线上的AI路书、还是线下的AI文创，都不只是工具，更是旅行灵感的‘触发器’。”马蜂窝CEO陈罡分析了超级自由行时代AI应用如何推动旅游产业变革，并为大家现场演示了文创产品“AI小新新”的核心功能，以玩偶形态出现的AI助手，不仅对主持人和用户提出的新加坡旅行相关问题对答如流，还能成为游客旅途中解闷、拍照、提供情绪价值的“好搭子”。
AI路书则可以在用户行前规划时提供“事无巨细”的帮助，陈罡演示了当用户提出“带父母5日深度文化体验之旅”的需求时，AI路书生成涵盖牛车水华人文化探索、现代咖啡文化与传统工艺体验、老字号咖啡店探访等丰富又松弛的路线安排。除了线路，AI路书还从经济实用、舒适平衡、品质体验三个角度给出每个板块的详细预算分配。尤其针对携老人出行详细介绍了新加坡“绿人+”系统、银色区域等专为老年人设置便利设施，实力解决行程规划类咨询中的信息焦虑。“此外，马蜂窝AI小蚂全新推出的实时翻译功能，一改翻译软件输入转文字等冗长过程，只需在同一页面轮流按住屏幕上的两个麦克风说话，即可实现多语言的实时交互。”
两位马蜂窝蜂首达人以各自不同的视角，讲述了他们眼中“反正好玩”的新加坡。地质工程师兼超级奶爸达人任袁泰山说：“从前执着于对行程的安排和掌控，如今在组屋楼下偶遇的鱼圆面、和孩子一起与本地爷爷闲聊，反而收获了最动人的新加坡记忆。”计划开启自己第一次新加坡之旅的滑雪教练依云期待在这个多元、热情、充满阳光的目的地尽情发呆、喝Kopi、在组屋街头散步，邂逅各种意料之外的惊喜。
除了在“娘惹美食翻新摊”上品尝地道美食，在“南洋小造局”中体验特色手作乐趣，身着新加坡元素“新皮肤”的“小蚂Robot”的精彩亮相也将活动氛围推向高潮。它们像刚刚打卡完新加坡的旅行家，为现场嘉宾带来一场充满“智慧”与“趣味”的旅行奇遇。
作为长期战略合作伙伴，新加坡旅游局与马蜂窝曾通过“最好的暑假作业”、“王嘉尔同款线路”等项目精准触达亲子与年轻客群，作为首个境外目的地AI伙伴率先将最新科技融入旅行。此次AI旅行游伴的推出，更是标志着双方合作从“内容营销”向“智慧服务”的跃迁。据了解，未来双方将持续升级AI游伴功能，为“反正好玩”这一理念插上AI科技的翅膀，让人们的新加坡之旅既能做到“一切尽在掌握”，又能随时在转角处收获意料之外的“新”体验。
When “Just for Fun” Meets AITech: Singapore Tourism Board and Mafengwo Explore New Ways to Travel in the Future
On June 10th, the Singapore Tourism Board (STB) and Mafengwo jointly hosted the "#AnywayIt’sFun Inspiration Renewal Journey" event in Beijing. Centered around the themes of "contrast, novelty, and social connection," the event showcased the diverse charm of Singapore travel through an immersive Nanyang-style experience, a friendly roundtable discussion, and stories shared by travel influencers. Mafengwo unveiled its latest AI-powered cultural and creative product, powered by its self-developed AI modelfor travel industry, offering tourists a glimpse into the future of “smart travel.”
In recent years, Chinese travelers have increasingly sought deeper, more personalized travel experiences rather than chasing popular attractions. According to user data from Mafengwo's "AI Travel Assistant for Singapore", travelers’ preferences to Singapore are becoming more nuanced and segmented. Families with children care about “queue times at attractions” and “stroller rentals,” young travelers seek out “trendy cafés” and “Peranakan culture check-ins,” while seniors prioritize “barrier-free facilities.”
“To meet these needs, Singapore has introduced five themed travel profiles,” explained Mr. Andrew Phua, STB’s Chief Representative and Executive Director of Greater China, during the roundtable. “Health-conscious travelers can explore Sentosa’s rainforest ecosystem through immersive guided tours. Food lovers may try the uniquely flavored coffee pork ribs. Urban explorers can marvel at prehistoric wonders at the new Jurassic World: The Exhibition at Gardens by the Bay. Experience-seekers can feel the pulse of Formula 1 and enjoy live performances at the Singapore Grand Prix. Meanwhile, senior travelers may enjoy the tranquility and joy of traditional embroidery workshops.By combining AI technology with tourism products, we can provid endless possibilities aligned with the “Just for Fun” spirit.”
“AI travel assistants—whether in the form of digital itineraries or creative cultural products—are more than tools. They are triggers for travel inspiration,” said Chen Gang, CEO of Mafengwo. He elaborated on how AI is reshaping travel in the era of hyper-independent travel and introduced “AI XiaoXinxin,” an AI assistant in plush doll form. It could seamlessly answer Singapore-related travel questions from both the host and guests, while also acting as a fun companion for photos and emotional support on trips.
The AI Travel Itinerary tool (“AI Roadbook”) offers exhaustive pre-trip planning support. Chen Gang demonstratedwhen prompted with “a 5-day in-depth cultural trip with parents,” the system generated a thoughtfully balanced itinerary including Chinese heritage tours in Chinatown, local coffee culture, traditional crafts, and old-school cafés. Each section comes with budget allocations from economical to premium tiers. Especially for senior travelers, it introduces features like Singapore’s “Green Man+” system and Silver Zones—facilities designed to enhance elderly convenience—thus easing planning anxiety. “Additionally, the newly launched real-time translation tool by AI Xiaoma eliminates the hassle of typing; users can simply press and speak into two microphones alternately on the same screen for seamless multilingual interaction.”
Two Mafengwo’s influencers(Feng Shou) shared what “Just for Fun” means to them in Singapore. Geotechnical engineer and superdad Ren Yuan Tai Shanreflected on how he once fixated on rigid itineraries, but now treasures spontaneous moments—like chatting with local elders while enjoying fish ball noodles with his child near HDB flats. Meanwhile, first-time visitor and ski coach Yi Yun looked forward to zoning out, sipping Kopi, and strolling around the vibrant, sun-soaked streets, hoping to stumble upon delightful surprises.
Beyond savoring local dishes at the Peranakan Flavor Remix Booth and creating handmade crafts at the Nanyang Mini Workshop, the appearance of the AI-powered “Xiaoma Robot” dressed in Singapore-themed outfits brought the event to a peak. Like travelers just back from Singapore, these robots offered guests a quirky, smart, and whimsical travel encounter.
As long-term strategic partners, STB and Mafengwo have previously precisely reached family and young traveler segments through campaigns like "The Best Summer Homework" and "Jackson Wang's Itinerary," pioneering the integration of the latest technology into travel as the first overseas destination AI partner. The launch of this AI travel companion marks a significant transition in their collaboration from "content marketing" to "intelligent services." It is understood that both parties will continue to upgrade the AI companion's features to empower the “Just for Fun” philosophy,enabling travelers to enjoy both meticulous planning and unexpected discoveries around every cornerin their Singapore journey.
（来源：中国网 作者：伍策 元月 供图：马蜂窝）
