During China’s Golden Week, traditionally a time for family vacations, many Chinese families are now opting for educational tours instead of visiting tourist hotspots. Singapore, with its highly-ranked universities such as the National University of Singapore (NUS) and Nanyang Technological University (NTU), has become a favored destination for families eager to explore education options for their children.

A large number of Chinese tourists, especially families with young children, flocked to Singapore to tour university campuses during the week-long holiday. These families are increasingly seeing Singapore as a top contender for higher education, drawn by its proximity, safety, and affordability, as well as the impressive performance of Singaporean universities in global rankings like the QS World University Rankings.

The Rise of University Tourism

Chinese parents, known for their dedication to securing the best educational opportunities for their children, used this time to evaluate higher education options. For many, Singapore is an attractive alternative to Western education systems, especially the US and Australia. Singapore offers a much safer environment than the US and is more affordable than Australia, making it an ideal choice for middle-class families.

Parents like Alice Zhang, a 35-year-old mother from China, expressed that she wanted to give her children an opportunity to see prestigious institutions like NUS firsthand. She noted that academic competition in China can be overwhelming, and Singapore offers a more balanced academic environment.

The rising trend of Chinese families traveling to Singapore for educational purposes created a mini-industry, benefiting hotels, bus operators, and travel agencies. Tour packages targeting these university visits proliferated, with ads appearing on apps like Xiaohongshu and e-commerce platforms such as Taobao. Many travel operators now offer complete packages, including consultation services for settling in Singapore.

On Xiaohongshu, over 170,000 posts have been tagged with #SingaporeUniversityTourStrategy, showcasing how popular these tours have become.

Challenges for Universities

The influx of visitors during the Golden Week led to logistical challenges for Singaporean universities. The National University of Singapore (NUS) had to restrict access to dining halls and other areas on campus during the holiday week. Similarly, Nanyang Technological University (NTU) implemented crowd control measures, including charging fees for tour groups and prioritizing campus transportation for students over tourists.

Students of these universities expressed concerns about the disruption caused by the surge in tourists. Complaints ranged from overcrowded campus buses and cafeterias to more extreme inconveniences such as classes being interrupted by large tour groups. Some students took to platforms like Reddit to voice their frustrations, highlighting how the situation has affected their daily academic lives.

Shifting Preferences in Education

The growing interest in Singapore’s education system among Chinese families is a significant trend. While the US and UK have traditionally been the most sought-after destinations for Chinese students, Singapore offers several distinct advantages. Its easy visa process, geographical proximity to China, and culturally similar environment make it an appealing choice for both students and parents.

Oscar Du, a Master’s student at NTU, conducts university tours for visiting Chinese families. He noted that many of the visitors are middle-class families from cities like Shanghai, often with children still in primary school. These families want to familiarize their children with university environments early on, with the hope of motivating them to pursue higher education abroad in the future.

Parents such as Wen Wen, a 38-year-old from Chengdu, also emphasized how Chinese universities are extremely competitive, and Singapore offers a more relaxed but equally high-quality academic experience. With universities like NUS and NTU consistently ranking among the top in the world, Singapore offers a compelling blend of academic excellence and a supportive learning environment.

The Future of University Tours in Singapore

Although the increased interest from Chinese families has caused some temporary challenges for Singapore’s universities, it is also a positive indicator of Singapore’s growing reputation as an educational hub in Asia. This trend could potentially encourage more Chinese students to enroll in Singaporean institutions in the coming years.

Singapore’s education system continues to evolve to cater to a growing number of international students, and with this surge in university tourism, it could see an even more significant uptick in international applications.

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