Jonathan Sit, show director of the Singapore Yachting Festival, on cultivating boating culture, experiential pursuits, and life on the water
For a man who spends much of his time in lengthy conversations with shipyards, dealers, and marine operators from across the world, Jonathan Sit—regional general manager of SUTL’s marina division and show director of the Singapore Yachting Festival—cuts an unexpectedly relaxed figure.
Sit, after all, has the unenviable task of putting together Singapore’s premier yacht event, and one of the most important avenues for building a vibrant boating culture in the city-state. Under his watch, the Singapore Yachting Festival has broadened its appeal through lifestyle-led programming, from wellness experiences and masterclasses to water sports activities and hands-on experiences designed to bring new audiences into the fold.
“We wanted to lean hard onto the consumer side of things,” explains Sit. “It’s important that we attract people to come to the show and create an excuse for people to bring down the whole family. That’s where we think the strategy is to grow the show, to increase this consumer side of things without neglecting the fact that this show is for transactions.”
If the results of this year’s Singapore Yachting Festival are anything to go by, Sit and his team’s approach appears to have resonated. The 2026 iteration of the festival welcomed 14,280 visitors over four days, exceeding targets by 20 per cent while drawing 211 participating brands across yachting, marine innovation and luxury lifestyle.
Notably, the experiential elements introduced throughout the festival drew strong crowds, with attendees signing up for sessions regarding investment, design, wine, spirits and marine innovation.
This perhaps is a reflection of the realities of the regional market. While established boating regions such as Australia, Europe, and the US attract buyers who are familiar with life on the water, Singapore and much of Southeast Asia are only beginning to mature.
“Some of the builders have been telling us that when they’re in the United States, people ask really specific questions about engines and how the vessels operate,” says Sit. “Whereas in this part of the world it’s still, ‘Hey, what do I do with this? Where can I take this? How do I enjoy it’?”
Although amusing, the sentiment rings true. After all, what could be more Singaporean than asking how to enjoy something that is, well, meant to be enjoyable?
“The joke we’ve been hearing from dealers is, ‘I can’t get these guys here to take a break from work’,” says Sit. “They’re asking owners to take five days off to enjoy their vessel, but these owners always need to be back in the office.”
That said, Sit notes that there is a new generation of boaters who are eager to use their vessels on longer itineraries. Calling Singapore a launchpad to the rest of the region, he explains how three-day itineraries have become popular, particularly around nearby Indonesian waters. And as owners become more sophisticated and move into larger vessels that are capable of travelling further, many are venturing deeper into regional waters.
“It’s not just about bragging rights anymore,” he says. “People want to buy things they can actually use and experience with their loved ones. You can only play so much golf, pickleball and padel. This is a different way for you to engage and socialise.”
This story first appeared in the July 2026 issue. Purchase it as a print or digital copy, or consider subscribing to us here
