[Business] The Singapore Difference
In an exclusive apparearance with Asia Society Korea Center, Singapore Tourism Board Regional Director of North Asia Soo Siew Keong spoke about the Tourism Board's exceptional results for 2010 and the promising outlook for its tourism in the future at Asia Society Korea Center's Monthly Luncheon.
Soo Siew Keong, Regional Director of Singapore Tourism Board
Soo Siew Keong was appointed Regional Director North Asia of the Singapore Tourism Board (STB) effective April2010. As the Regional Director North Asia, Siew Keong oversees in-market activities carried out in North Asia and manages the operations of the STB in Japan and South Korea. He is also responsible for spearheading the STB’s international marketing efforts to promote Singapore as a compelling, top-of-mind destination. In this position, he will also support the Board’s promotional efforts in attracting new business events and tourism investments into Singapore.
Prior to his current appointment, Siew Keong was Director, International (Greater China, North Asia, ASEAN & Oceania). In this capacity, Siew Keong’s key responsibility was to develop, manage, engage, and leverage on bilateral and multilateral relations and agreements related to Singapore’s tourism sector, in Greater China, North Asia, ASEAN and Oceania, to further position and grow the sector.
Siew Keong concurrently held the appointment of Programme Chair, APEC (Asia-Pacific Economic Cooperation) Hospitality Management, where he managed the accommodation, hospitality, social programme and gala events at the 2009 APEC meetings in Singapore.
Siew Keong joined the Singapore Tourism Board (STB) in 2006 as Director, International Relations where he worked closely with STB’s regional offices to manage, monitor and identify emerging business opportunities and propose strategies in new markets for Singapore's tourism sector. He was also responsible for spearheading relations for seamless access into Singapore by advocating reductions in travel impediments and improvements in air, land and sea linkages. Under his management, STB successfully hosted and organised the ASEAN Tourism Forum in 2007 and other multilateral and bilateral visits.
Siew Keong has been in the government service since 1995. From 1995 to 2000, Siew Keong was Assistant Director, Media Operations, at the then Ministry of Information and the Arts (MITA), now the Ministry of Information, Communications and the Arts (MICA).
He was later Press Secretary to the Minister for National Development and Assistant Director of Corporate Communications at the Ministry of National Development for two years. Prior to joining STB, Siew Keong was Deputy Director, Communications Support Group at MICA from 2003, where he managed public communications and media for Singapore’s top political leaders.
Siew Keong graduated from the National University of Singapore in 1996 with a Bachelor of Social Science in Economics under the Public Service Commission (PSC) Scholarship. He also completed post graduate studies in Mass Communications at Nanyang Technological University in 1998 under the sponsorship of MITA.
He enjoys the company of interesting people and in his free time, he reads, jogs, listens to music and surfs the Internet.