Takes charge July 1; to spearhead STB efforts in West, South India and beyond
By Mewati Sitaram
The Singapore Tourism Board (STB) has appointed Serene Woon as Area Director-Designate for India, the Middle East, and South Asia (Mumbai), effective May 1, 2025. She will formally take over as Area Director on July 1, 2025.
Woon will be based in Mumbai and will be responsible for driving STB’s strategic and marketing efforts across West and South India, while also overseeing operations in the Middle East and South Asia. Her appointment comes at a time when STB is intensifying efforts to tap into India’s rapidly growing outbound travel market.
Woon brings over a decade of experience with STB, having joined in 2010. She has previously served as Area Director in South Korea and Malaysia, where she spearheaded market development and led successful branded entertainment campaigns. Her work included expanding STB’s footprint in Greater Busan and East Malaysia.
Markus Tan, Regional Director, IMESA, Singapore Tourism Board
More recently, she held the position of Deputy Director at Singapore’s Ministry of Trade and Industry (MTI), where she played a key role in the Cross Border Travel Office, helping to frame policies for Singapore’s post-COVID-19 border reopening. Prior to her Mumbai posting, she was Deputy Director of Strategic Planning at STB, contributing to the Tourism 2040 (T2040) strategy — a long-term roadmap for the sector’s future growth.
Markus Tan, Regional Director for India, Middle East, South Asia & Africa (IMESA), STB speaking on her appointment, 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.”
Woon expressed her enthusiasm for the new role, stating, “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.”
