Singapore: Resort World bets on reinvention to win back repeat visitors

Resorts World Sentosa (RWS) is embarking on a comprehensive reinvention aimed at turning one-off visitors into regular guests. CEO Lee Shi Ruh outlining an ambitious vision to reposition the integrated resort as a destination anchored in programming, dining, lifestyle and entertainment rather than single attractions.

The shift, as reported by The Straits Times, comes after years of redevelopment that dampened footfall and allowed rival Marina Bay Sands (MBS) to widen its lead.

Lee said many Singaporeans have not returned to RWS in years, making it crucial to “give people something new every two to three weeks” and re-establish the resort as a place for families and friends to spend time together. The urgency intensified in late 2024, when RWS’ casino licence was renewed for only two years instead of the usual three following a weak tourism performance review.

Since 2019, Genting Singapore has invested billions under the RWS 2.0 expansion, culminating in several major launches in 2025 including Minion Land at Universal Studios Singapore, the Singapore Oceanarium and the new Weave lifestyle mall. The Laurus, Singapore’s first Luxury Collection resort, also opened following a partnership with Marriott International, alongside new dining concepts and large-scale events such as the Wicked: For Good Asia-Pacific premiere.

RWS is now preparing more additions for 2026, from Dopamine Land to a Pop Mart collaboration, while larger developments such as a new waterfront zone and Super Nintendo World are expected by 2030.

Still, Lee acknowledged that regaining lost ground will take time after years of renovation disruption. Gaming market share has shifted toward MBS, and RWS must give casino patrons more reasons to stay longer rather than visit briefly and leave.

Operational stability is improving as construction winds down, and non-gaming revenue has begun to recover. Lee said investor confidence is returning as changes become visible, though full results will take time: “They can see for themselves how the business has shifted. But rebuilding doesn’t happen overnight.”