What Singapore Flyer does

Singapore Flyer operates a 165-metre observation wheel attraction in the Marina Bay precinct of Singapore, opened on 15 April 2008 and acquired by Straco Corporation Limited in November 2014 through operating entity Straco Leisure Pte Ltd (a joint venture between Straco subsidiary Bay Attractions Pte Ltd and WTS Leisure Pte Ltd). The core experience combines a 30-minute capsule rotation (28-passenger capsules) with the Time Capsule, a two-level immersive pre-flight exhibit reimagined in 2025 in collaboration with creative studio Untitled Project, supplemented by the FLYER360 augmented reality mobile application that overlays landmark information within the capsule.

The integrated destination spans three retail and dining levels totalling 82,000 sq ft, anchored by nine F&B tenants (including Sky View Pavilion Cantonese fine dining, J.I.A.K 99 hawker culture, Red Chillies Indian cuisine, Gelatissimo, Daily Kopi), three retail shops (Singapore Flyer Gifts, Wing Fook Jewellery, DEI Photo Souvenirs), four event venues (Flyer Event Hall 50–300 guests, Flyer Lounge, Sky Deck, Greek Theatre), a multi-storey carpark with 284 car lots and EV charging, and a Boeing 737-800 flight simulator operated under the Flight Experience Singapore brand. Premium ticketed experiences layered on the wheel include 165 Sky Dining (the highest revolving dining in Singapore), Singapore Sling Experience, Premium Champagne Experience, and Private Capsule hire for proposals and wedding solemnisations.

The business operates a multi-stream revenue model: one-time ticketed admissions (Adult SGD 40, Child SGD 25, plus senior and resident tiers), subscription membership via Friends of Singapore Flyer, transaction-based F&B and retail tenancy, event venue hire, parking, and gift certificates. Go-to-market is primarily direct-to-consumer via the bilingual (English and Chinese) etickets.singaporeflyer.com storefront and on-site counters, supplemented by authorised third-party travel agents and direct B2B sales for corporate/MICE venue hire. Customer segments span international tourists, Singapore residents and families, corporate and wedding clients, and casual dining/retail visitors — with PDPA compliance, TripAdvisor recognition (Certificate of Excellence Hall of Fame 2014–2019, Travellers' Choice 2020–2021), and recurring national-event hosting (Singapore F1, National Day Parade) anchoring brand credibility.

Name

Singapore Flyer

Legal name

Straco Leisure Pte Ltd

Website

https://singaporeflyer.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Singapore Flyer operates a 165-metre observation wheel and integrated 82,000 sq ft leisure destination in Marina Bay, Singapore — offering ticketed capsule rides, immersive exhibits (Time Capsule), sky dining, F&B, retail, and event venue hire to tourists, residents, and corporate clients under Straco Corporation ownership.

Ownership category

akta.pro rank

Product category

Tourist Attraction Services

NAICS

Amusement Parks and Arcades (7131), Scenic and Sightseeing Transportation (487)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Observation Decks & Viewing Platforms (THAJACAA)

Keywords

• Observation wheel experiences
• Tourism attraction services
• Sky dining events
• Private event venues
• Cultural tourism activities

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticketed Attractions: Sale of time-stamped admission tickets for Singapore Flyer observation wheel rides, Singapore Sling Experience, Premium Champagne Experience, and 165 Sky Dining. Tickets are non-refundable, non-exchangeable, non-transferable. Revenue is generated per rotation/per experience on a per-person basis.
2. Food & Beverage: Revenue from multiple F&B tenants across three retail/dining levels totalling 82,000 sq ft, including Sky View Pavilion (Cantonese cuisine), J.I.A.K 99 (Singapore hawker food), Daily Kopi, Red Chillies (Indian cuisine), Gelatissimo (gelato), Plume (Indian fine dining event hall), Juicei Je (fresh juices), and Flying Lounge bar.
3. Event Venue Hire: Rental of indoor and outdoor event spaces for corporate events, weddings, product launches, and private functions. Venues include the Flyer Event Hall (Level 2, 50–300 guests), Flyer Lounge (Level 3, private events), Sky Deck (outdoor, rooftop), Greek Theatre (open-air amphitheatre), and Sky View Pavilion private rooms (up to 16 persons).
4. Parking: Multi-storey car park with 284 lots, 3 handicap lots, and 25 bus lots. Hourly and overnight rates apply. Season (monthly) parking available. EV charging (60kW DC) at Level 1. Revenue from hourly and seasonal parking fees.
5. Membership (Friends of Singapore Flyer): Annual membership programme (Friends of Singapore Flyer) offering pass management, renewal, and loyalty benefits. Members can accrue and redeem points through the web store.
6. Retail (Gift Shop): Sale of Singapore Flyer-themed souvenirs, jewellery, apparel, and nanoblock merchandise at the on-site Singapore Flyer Gifts store. GST refund available for tourists spending over SGD 100.
7. Private Capsule Hire: Exclusive private capsule booking for proposals, celebrations, and solemnisation ceremonies. Sold as standalone private capsule packages or in conjunction with event venues.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Singapore Flyer is an integrated tourism and leisure destination built around Asia's largest observation wheel (165 metres in diameter) at 30 Raffles Avenue, Singapore. The core offering combines 30-minute shared capsule rides with panoramic Marina Bay views, the Time Capsule immersive pre-flight historical exhibit, premium sky-dining experiences (165 Sky Dining, Singapore Sling, Premium Champagne), private capsule hire for proposals and solemnisation, event venues for corporate functions and weddings, an 82,000 sq ft three-level dining and retail complex with multiple F&B tenants and gift shops, a 284-lot multi-storey car park with EV charging, and a Boeing 737-800 flight simulator operated as a partner attraction.

Product overview

Singapore Flyer is an integrated tourism and leisure destination built around Asia's largest observation wheel (165 metres in diameter). The core product is the Singapore Flyer experience comprising Time Capsule (an immersive pre-flight historical exhibit) and the capsule rotation offering panoramic city views. Premium experiences include 165 Sky Dining (fine dining at height), Singapore Sling Experience, and Premium Champagne Experience, with Private Capsule options for exclusive bookings. The destination houses multiple retail shops (Singapore Flyer Gifts, Wing Fook Jewellery, DEI Photo Souvenirs) and diverse F&B outlets (Sky View Pavilion, Gelatissimo, Red Chillies, Plume, J.I.A.K 99, Juicei Je, Daily Kopi). Event venues include Flyer Event Hall, Flyer Lounge, Greek Theatre, and Sky Deck. Adjacent attractions include Flight Experience Singapore flight simulator and the Whimsical Reality exhibition. Supporting amenities include carpark services with EV charging, gift certificates, and a Friends of Singapore Flyer membership program.

Differentiator

Problem solved

Functional benefit

Brands

• 165 Sky Dining: The highest revolving dining experience in Singapore, offering a 90-minute culinary journey aboard the Singapore Flyer at 165 metres.
• Time Capsule
• Singapore Sling Experience
• Premium Champagne Experience
• Friends of Singapore Flyer

Products and services

• Singapore Flyer Ticket (standard admission) Standard admission ticket for the 165-metre observation wheel providing Time Capsule entry and one 30-minute shared-capsule rotation, sold to tourists and Singapore residents online and on-site.
• Time Capsule Two-level immersive experience presenting Singapore's history, culture and transformation through interactive exhibits, 300-degree curved projection walls and cinematic storytelling, included with admission and reimagined in 2025 with Untitled Project.
• 165 Sky Dining by Singapore Flyer Approximately 90-minute revolving dining experience in a shared capsule at 165 metres featuring starter, appetiser, main course, dessert and petit four by Janice Wong, with VIP lounge check-in, Marina Bay views and access to Time Capsule and FLYER360.
• Singapore Sling Experience Themed capsule ticket including one glass of Singapore Sling cocktail, the standard 30-minute shared-capsule rotation, Time Capsule entry and FLYER360 access.
• Premium Champagne Experience Luxury capsule ticket with priority boarding, one glass of champagne, Janice Wong chocolates, the shared-capsule rotation, Time Capsule entry and FLYER360 access.
• Private Capsule hire (including Solemnisation Packages) Exclusive private capsule booking for proposals, milestone celebrations and wedding solemnisation ceremonies, sold as standalone private capsule packages or in combination with event venues.
• Flight Experience Singapore (Boeing 737-800 flight simulator) Award-winning Boeing 737-800 flight simulator attraction located within the Singapore Flyer complex, offering 30-minute and 60-minute flight experiences with HD screens, weather simulation and certified pilot instructors; recognised with TripAdvisor Hall of Fame 2014–2019 and Travellers' Choice 2020–2021.
• Whimsical Reality exhibition Illustrated exhibition featuring local artist Ah Guo's nostalgic, Singapore-themed artworks including pieces unique to the Singapore Flyer, launched in 2025 to celebrate Singapore's 60th anniversary with a commemorative triptych.
• Flyer Event Hall Indoor event venue (Level 2) with Marina Bay views accommodating 50–300 guests for weddings, meetings, dinners, product launches and corporate functions.
• Flyer Lounge Premium private event space on Level 3 with bar, indoor lounge and outdoor observation deck overlooking Marina Bay, available for private functions.
• Greek Theatre Open-air performance venue with semi-covered roof suited for live entertainment, fairs and carnivals, available as part of the Singapore Flyer event offering.
• Sky Deck Outdoor elevated event space with sheltered and open areas suitable for flea markets, outdoor screenings and similar events.
• Sky View Pavilion (event venue hire) Private event rooms within the Sky View Pavilion hosting up to 16 guests, with full-length glass windows facing Marina Bay, used for corporate and private functions.
• Sky View Pavilion (Cantonese restaurant) Authentic Cantonese restaurant featuring full-length glass windows with Marina Bay views, offering dine-in and takeaway options and serving as one of the Singapore Flyer complex's F&B tenants.
• Singapore Flyer Gifts (retail shop) On-site gift shop selling Singapore-themed souvenirs, jewellery, apparel and nanoblock merchandise, eligible for GST refund on tourist purchases over SGD 100.
• Wing Fook Jewellery On-site jewellery retailer specialising in natural gemstones (diamonds, sapphires, emeralds, rubies) including exclusive Singapore Flyer commemorative pieces.
• DEI Photo Souvenirs On-site photo souvenir shop offering personalised items including photo frames and snow globes captured during the Singapore Flyer experience.
• Gelatissimo Artisan Italian gelato shop offering 32 daily flavours made fresh in-store using traditional Calabrian family recipes, operating within the Singapore Flyer complex.
• Red Chillies Elegantly furnished Indian restaurant serving authentic dishes prepared with fresh spices, operating as one of the F&B tenants of the Singapore Flyer complex.
• Plume Event hall at the Singapore Flyer blending Indian spices with international cuisine for fine-dining experiences and catering services.
• J.I.A.K 99 (hawker food cultural tour) Hawker food experience showcasing Singapore's multicultural heritage through guided cultural tours and signature dishes served in traditional tingkat containers, part of the SG Culture Pass cultural tourism programme.
• Juicei Je Fresh juice and fruit stall offering refreshments including juices, smoothies and cut fruits within the Singapore Flyer complex.
• Daily Kopi Traditional Singapore coffee stall serving kopi and kaya toast sets within the Singapore Flyer complex.
• Gift Certificates Gift certificates usable across Singapore Flyer experiences (tickets, sky dining, themed capsules and membership), sold through the Singapore Flyer web store.
• Friends of Singapore Flyer Membership Annual membership programme with pass management, online renewal, Apple Wallet digital passes, point accrual and point redemption across the Singapore Flyer e-commerce web store.
• Carpark Services (with Volt EV Charging) Multi-storey car park at the Singapore Flyer with 284 car lots, 3 handicap lots, 25 bus lots, hourly and seasonal parking, and two 60kW DC EV chargers at Level 1 accessible via the Volt EV Charging app at SGD 0.6270/kWh.

Quantifiable outcome

• 165 Sky Dining is the highest revolving dining experience in Singapore at 165 metres
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• London Eye: The London Eye is the most direct peer to Singapore Flyer — a giant observation wheel offering timed capsule rotations with on-site dining, retail, and event venues, serving a similar mix of tourists and local visitors in a major city.
• Ain Dubai: Ain Dubai is the world's largest observation wheel, offering capsule rides with premium dining and event experiences — directly comparable in product format, premium extensions, and tourism-attraction positioning.
• Top of the Rock Observation Deck: Top of the Rock is a paid observation deck atop Rockefeller Center, offering timed entry, premium experiences, and bundled retail/dining — comparable product, ticketing, and target customer base to Singapore Flyer.
• Empire State Building Observatory: The Empire State Building Observatory is an iconic paid observation deck with timed entry, premium tier experiences, and on-site F&B — directly comparable in business model, pricing architecture, and tourist demand profile.
• Skydeck Chicago (Willis Tower): Skydeck Chicago is a paid observation deck offering elevated city views with premium experiences (e.g., The Ledge) — comparable as a sightseeing attraction with tiered pricing and add-on experiences.
• High Roller Observation Wheel (Las Vegas): High Roller is a large observation wheel in Las Vegas offering timed capsule rides with premium hospitality add-ons (e.g., happy half-hour cabins) — closely comparable to Singapore Flyer's product and premium upsell model.

Regional players

• Canton Tower (Guangzhou): Canton Tower is a major Asian observation tower with paid viewing decks, sky dining, and on-site entertainment — a comparable regional sightseeing attraction with premium dining extensions similar to 165 Sky Dining.
• Marina Bay Sands (SkyPark Observation Deck): Marina Bay Sands is Singapore's other iconic paid observation experience (SkyPark) with integrated hotel, dining, and event venues — directly comparable as a competing premium Singapore sightseeing destination.
• Tokyo Skytree: Tokyo Skytree is a major Asian observation tower with paid viewing decks, dining, and retail — comparable as a regional Asian observation attraction serving international and domestic tourists.

Others

• Straco Corporation Limited: Straco Corporation Limited is the publicly listed parent conglomerate that owns Singapore Flyer through Straco Leisure Pte Ltd. It is the closest group-level comparator for understanding capital allocation, asset strategy, and tourism-sector positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sgflyer
• Facebookfacebook.com/singaporeflyer

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Singapore Flyer