In a significant move to enhance Singapore’s tourism prospects, the Singapore Tourism Board (STB) has appointed Lim Kean Bon as the Area Director for India, South Asia, and Africa. This strategic appointment, effective from September 1, marks a pivotal moment for STB’s initiatives in these regions.
Driving Singapore’s Appeal in India and Beyond
Kean Bon will be succeeding Raymond Lim as the India market lead, based in New Delhi. His primary mission is to lead STB’s promotion and engage with the travel trade industry in Northern and Eastern India. His goal is clear: to sustain and foster a deep affinity for Singapore among leisure travellers in these regions. Beyond that, Kean Bon’s responsibilities extend to business development efforts, aimed at bolstering visitorship from India to Singapore, particularly in the Cruise and Meetings, Incentives, Conventions, and Exhibitions (MICE) segments. Additionally, he will be instrumental in engaging consumers in other regional markets such as Bangladesh and South Africa.
A Warm Welcome from STB
GB Srithar, Regional Director of India, Middle East, South Asia, and Africa (IMESA), expressed his warm welcome to Kean Bon, acknowledging his leadership skills and expertise. Srithar stated, “We extend a hearty welcome to Kean Bon as he joins our dynamic team. I believe Kean Bon’s leadership in driving experience development for a leisure precinct and his past tenure in the Singapore Exhibition and Convention Bureau (SECB) places him in good stead to take on this role in STB New Delhi, particularly in this pivotal moment of anchoring Singapore as the premier lifestyle and business destination for Indian travellers.”
Lim Kean Bon Marked by Excellence
Kean Bon’s journey within Singapore’s public service sector began as an urban planner, contributing to the city’s planning authority. In 2015, he made a significant transition to STB’s infrastructure planning and management division, focusing on MICE infrastructure planning. His dedication and expertise eventually led him to the SECB team in 2017, where he managed destination bids and account servicing for large-scale business meetings and conventions organized by global associations.
Before assuming his leadership role at STB New Delhi, Kean Bon steered STB’s Lifestyle Precinct Development team from 2020 to 2023. During this time, he played a crucial role in directing various projects aimed at sustaining the allure of Orchard Road, Singapore’s premier lifestyle precinct.
A Bright Future for Singapore Tourism
Expressing his enthusiasm for this new role, Kean Bon remarked, “I am excited to join the STB IMESA team and look forward to building on the good work and strong partnerships forged by my predecessor Raymond. Together with my team in New Delhi, we will continue our efforts to promote Singapore and inspire the Indian audience with the sheer breadth of vibrant experiences the city has to offer for leisure and business travellers.”
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