Mumbai: The Singapore Tourism Board (STB) has announced the appointment of Serene Woon as Area Director-Designate, India, Middle East, and South Asia (Mumbai), effective 1st May 2025. She will officially assume the full role of Area Director from 1st July 2025.
Based in Mumbai, Serene Woon will be responsible for overseeing STB’s strategic initiatives in West and South India, as well as the Middle East and South Asia regions. In her new capacity, she will lead pan-India destination marketing efforts, further strengthening Singapore’s brand presence and engagement with Indian travellers.
Woon brings over a decade of experience at STB, having joined the organisation in 2010. She has previously served as Area Director in South Korea and Malaysia, where she successfully spearheaded key branded entertainment campaigns and expanded STB’s footprint in emerging markets such as Greater Busan and East Malaysia.
Most recently, Woon played a pivotal role at Singapore’s Ministry of Trade and Industry (MTI) as Deputy Director in the Cross Border Travel Office, contributing to Singapore’s border reopening strategies post-COVID-19. Prior to her current appointment, she also served as Deputy Director of Strategic Planning at STB, where she was involved in the development of Tourism 2040 (T2040), Singapore’s long-term tourism growth roadmap.
Markus Tan, Regional Director for India, Middle East, South Asia & Africa (IMESA), STB, welcomed the appointment, stating, “India represents immense potential as one of our key markets. Serene’s deep experience and keen understanding of modern traveller preferences will bring valuable new perspectives to strengthen Singapore’s connections with Indian travellers. We look forward to her leadership in this crucial market.”
Expressing her enthusiasm, Serene Woon shared, “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. Together with my team and our partners, I look forward to building on the strong foundation we have established and bringing Singapore closer to Indian travellers.”
