The Singapore Tourism Board (STB) has announced the appointment of Serene Woon as the area director-designate for India, Middle East, and South Asia, effective 1st May 2025. She will officially take over as area director from 1st July 2025.
Based in Mumbai, Woon will be responsible for overseeing the West and South India markets, along with the Middle East and South Asia regions. She will also lead STB’s destination marketing efforts across India.
Woon brings with her over a decade of experience at STB since 2010. She has previously served as area director in South Korea and Malaysia, where she was instrumental in driving strong market growth.
Commenting on her new role, Woon said: “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.”
During her stint in South Korea, she successfully led STB’s branded entertainment initiatives and expanded its footprint in Greater Busan and East Malaysia. Most recently, she served as deputy director at Singapore’s Ministry of Trade and Industry (MTI), where she played a key role in the Cross Border Travel Office, contributing to policies that supported Singapore’s border reopening post-COVID-19.
Before taking up her new role in Mumbai, she was the deputy director of strategic planning at STB, where she worked on the Tourism 2040 (T2040) strategy, which outlines Singapore’s long-term vision for 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 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.”
