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Singapore Tourism Board Appoints Lim Kean Bon as Area Director for India, South Asia, and Africa

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New Delhi: The Singapore Tourism Board (STB) has made a significant announcement regarding its leadership team. On September 1, the STB appointed Lim Kean Bon as the new Area Director, overseeing India, South Asia, and Africa. In this pivotal role, he will succeed Raymond Lim, becoming the lead for the Indian market based in New Delhi. Kean Bon’s responsibilities will include spearheading STB’s promotional efforts and engaging with the travel trade in Northern and Eastern India to enhance Singapore’s appeal to leisure travelers. Additionally, he will focus on business development initiatives to boost visitorship from India to Singapore, with a particular emphasis on the Cruise and Meetings, Incentives, Conventions, and Exhibitions (MICE) segments. Furthermore, Kean Bon will lead his team in engaging consumers in other regional markets like Bangladesh and South Africa.

Welcoming Lim Kean Bon to STB

GB Srithar, Regional Director for India, Middle East, South Asia & Africa (IMESA), expressed a warm welcome to Kean Bon as he joins the dynamic STB team. Srithar emphasized that Kean Bon’s leadership experience in developing leisure precincts, coupled with his previous tenure in the Singapore Exhibition & Convention Bureau (SECB), positions him well for his new role in STB New Delhi. He stressed the significance of this moment in anchoring Singapore as the premier lifestyle and business destination for Indian travelers.

Kean Bon’s Professional Journey

Kean Bon embarked on his career in the Singapore public service as an urban planner within Singapore’s city planning authority. In 2015, he transitioned to the STB infrastructure planning and management division, where he played a vital role in the planning of MICE infrastructure. In 2017, he joined the SECB team, where he was responsible for managing destination bids and account servicing activities related to large-scale business meetings and conventions organized by global associations.

A Visionary Leader

Before assuming the leadership role in STB New Delhi, Kean Bon led STB’s Lifestyle Precinct Development team from 2020 to 2023. In this role, he provided strategic direction for various projects aimed at sustaining the appeal of Orchard Road, Singapore’s prominent lifestyle precinct. Kean Bon expressed his enthusiasm about joining the STB IMESA team and building upon the foundation laid by his predecessor, Raymond Lim. He emphasized the collaborative efforts of his team in New Delhi to promote Singapore and showcase the city’s diverse range of vibrant experiences to both leisure and business travelers from India.

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