The Singapore Tourism Board (STB) announced the appointment of Serene Woon as Area Director-Designate, India, Middle East, and South Asia (Mumbai), on 1st May 2025 and will assume the full director role on 1st July 2025.

Based in Mumbai, Woon will oversee West and South India markets, the Middle East, and South Asia regions while leading STB’s pan-India destination marketing efforts.

Woon brings over a decade of experience at STB since 2010, having served as Area Director in South Korea and Malaysia, where she drove significant market growth. She successfully led STB’s branded entertainment initiatives in South Korea and expanded the Board’s presence in Greater Busan and East Malaysia. As Deputy Director at Singapore’s Ministry of Trade and Industry (MTI), she made significant contributions to the Cross Border Travel Office, helping develop policies for the country’s border reopening after the COVID-19 pandemic. Before assuming her role as Area Director (Mumbai), she served as the Deputy Director of Strategic Planning at the STB, where she worked on the Tourism 2040 (T2040) strategy, which charts out Singapore’s next bound of tourism growth.

Commenting on the new appointment, Markus Tan, Regional Director for India, Middle East, South Asia & Africa (IMESA), STB, said: “India represents immense potential as one of our key markets. Serene’s deep experience and keen understanding of modern traveler preferences will bring valuable new perspectives to strengthen Singapore’s connections with Indian travelers. We look forward to her leadership in this crucial market.”

Serene Woon commented on her new role: “I am honoured to take on this position at such an exciting time for India’s outbound travel market. India’s culture, diversity, and growing global influence make it a key focus and growth market for us at STB. I look forward to building on the strong foundation we have established with my team and our partners and bringing Singapore closer to Indian travelers.“

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