Singapore’s tourism board is trying a new way to attract visitors from the US by mixing old-fashioned matchmaking with travel. The campaign, named “Aunties, Not Algorithms,” invites singles in the US to apply online by March 13. They will be paired by “aunties”—older women known in Singapore for their outgoing and caring nature. Winners get round-trip flights, a four-night hotel stay, a cooking class with Michelin-starred chef Malcolm Lee, and spending money. Comedian Atsuko Okatsuka, Singaporean actress Tan Kheng Hua, and astrologer-matchmaker Aliza Kelly lead the campaign. The goal is to soften Singapore’s efficient and ordered image with a warm human touch through food, culture, and shared moments. Eileen Lee, senior vice-president of the Singapore Tourism Board for the Americas, said, “We hope to introduce Singapore to new audiences in a way that feels personal, relevant and emotionally resonant, ultimately inspiring future travel.” The dates will not be televised, and it is unclear if they will be filmed for promotion. Many US dating app users feel tired of app-based dating. A Forbes Health survey found nearly 80% feel emotional fatigue, with 40% struggling to find real connections. Marketing experts call the contest innovative and say it may draw attention to Singapore’s brand though may not cause a rush of singles to the city. Christopher Khoo, owner of MasterConsult Services, said, “Tourism brand building is a lot more amorphous, but every little bit helps.” He praised Singapore’s history of creative campaigns targeting various markets. Wong King-Yin, senior marketing lecturer at Nanyang Business School, said the campaign seeks to change how Americans see Singapore—from a neat, food-focused place to one for real human bonds. Marketing professor Seshan Ramaswami at Singapore Management University said the campaign’s unique angle makes Singapore stand out as an interesting travel spot beyond its strict reputation. Business lecturer Kevin Cheong from the University of Newcastle was cautiously optimistic about the campaign’s impact since Singapore isn’t widely seen as a romantic destination. This campaign follows recent Singapore Tourism Board projects with stars like Coldplay and BTS’ Jin, aiming to freshen the city’s image through emotional storytelling. Wong noted these efforts build Singapore’s identity as a lively, human-centered global destination.