Cover Story
May 2021
EXCLUSIVE CONVERSATION RAYMOND LIM Area Director, India & South Asia (New Delhi) Singapore Tourism Board posting capacity. I am very glad that my organization has placed confidence in me to head offices in Indonesia and India which are among the top source markets of visitor arrivals and tourism receipts for Singapore. ES. The tourism sector is one of Singapore's key service sectors and economic pillars. How does Singapore Tourism Board undertake the marketing and promotion of Singapore as a top tourism destination? Raymond. Before the COVID-19 pandemic, the tourism sector contributed 4% to Singapore’s gross domestic product. Tourism plays an essential role in reinforcing Singapore’s status as a vibrant global city that is a magnet for capital, businesses and talent. STB strives to ensure that tourism remains an important pillar through long-term strategic planning, driving innovations and ensuring excellence in the tourism sector. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. ES. Having expertise in the tourism industry, please tell us about your professional journey and major milestones achieved so far in your exciting career. Raymond. I have the privilege of being exposed to different aspects of tourism work in my 24 years with the Singapore Tourism Board (STB). About half that time was spent in various portfolios in tourism infrastructure, leisure industry development, precinct development and leisure marketing, and the other half in 4 overseas posting stints in Russia (2012-2015), Indonesia (2003-2006 and 2015-2019) and India (2019-present). I like to believe that I have an important role in the business of creating and promoting memorable experiences of Singapore. This mindset gives me the drive to remain energized, knowing also that it is an honour to promote my country especially in my overseas 26 | www.exhibi onshowcase.com
STB has an extensive network of 21 regional offices spanning the globe. Our physical presence in the key markets enables us to better understand our customers and build deeper connections with trade partners. This helps us to develop and execute marketing initiatives effectively and communicate more intimately with our target audience. On 26 November 2020, STB announced a new initiative, SingapoReimagine, for the global and local tourism communities to share ideas on how to reset and revive tourism. As travel gradually resumes, the story of new experiences – for both leisure and MICE – will be told through SingapoReimagine. STB will work with international and in-market media, key influencers as well as content and trade partners to engage our audiences in key markets to drive the anticipation for travel in Singapore.
Asia’s Most Comprehensive Media Pla orm For MICE
