Serene Woon to Lead Singapore Tourism Board in India, Middle East & South Asia

The Singapore Tourism Board (STB) has announced the appointment of Serene Woon as Area Director for India, Middle East, and South Asia (Mumbai), effective from July 1, 2025. She was officially designated to the role on May 1, 2025.

Stationed in Mumbai, Woon will manage the West and South India markets alongside the Middle East and South Asia regions, while spearheading STB's destination marketing efforts across India.

Woon joins with over ten years’ experience at STB, having previously served as Area Director in South Korea and Malaysia, where she drove notable growth. She led STB’s branded entertainment initiatives in South Korea and expanded the organisation’s presence in Greater Busan and East Malaysia. Recently, she was Deputy Director at Singapore’s Ministry of Trade and Industry (MTI), playing a vital part in the Cross Border Travel Office, contributing to policies for Singapore’s border reopening after the COVID-19 pandemic.

Before her appointment as Area Director in Mumbai, she was Deputy Director of Strategic Planning at STB, working on the Tourism 2040 (T2040) strategy detailing future growth plans for Singapore’s tourism sector.

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 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.”

Woon expressed her enthusiasm, “I am honoured to take on this role during such an exciting time for India’s outbound travel industry. India’s rich culture, diversity, and increasing global influence make it a vital focus for STB. Together with my team and partners, I look forward to building on our existing foundation and bringing Singapore closer to Indian travellers.”