The Singapore Tourism Board (STB) announced the appointment of Serene Woon as Area Director-Designate for India, Middle East, and South Asia (Mumbai) starting from May 1, 2025. Woon is set to officially take on the director role on July 1, 2025.

Based in Mumbai, Woon’s responsibilities will include managing the West and South India markets, along with the Middle East and South Asia, while spearheading STB’s integrated destination marketing initiatives across India.

With over a decade of experience at STB since 2010, she has held positions including Area Director in South Korea and Malaysia where she significantly boosted market growth. Notable achievements include leading branded entertainment initiatives in South Korea and expanding STB’s visibility in Greater Busan and East Malaysia. Most recently, as Deputy Director at Singapore’s Ministry of Trade and Industry, she played a key role in the Cross Border Travel Office, shaping policies related to Singapore’s border reopening after the COVID-19 pandemic.

Markus Tan, Regional Director for India, Middle East, South Asia & Africa (IMESA) at STB, remarked: “India presents immense potential as a vital market. Serene’s extensive expertise and understanding of modern traveler trends will offer fresh insights to enhance Singapore’s ties with Indian travelers. We eagerly anticipate her leadership in this essential market.”

In her own words, Serene Woon expressed: “I am honored to assume this position during a pivotal time for India’s outbound travel industry. The rich culture, diversity, and growing influence of India positions it as a top growth market for STB. My team and I are excited to strengthen the connections we’ve built and draw Singapore closer to Indian travelers.”