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This paper explores the concept of sustainable tourism and how it applies to urban destinations such as Singapore. As tourism is an important industry in Singapore, in terms of employment, business activity and an income generator, the Singapore Tourism Board is continuously looking at potential avenues to make Singapore a competitive destination. We examine the use of thematic zones in Singapore as a strategy to achieve its ambition of becoming a tourism capital of the world. By focusing on a case study of the Singapore River thematic zone (one of the 11 thematic zones identified by the Singapore Tourism Board), we assess the viability of thematic zones in ensuring sustainable urban tourism. The paper closes with some theoretical reflections and policy implications arising from our key findings. [ABSTRACT FROM AUTHOR]