Singapore Tourism Board announced the appointment of Marissa Sim as its area director for northern and southwestern Europe.

In this role, Sim takes the lead with regard to strategic planning, business development initiatives, trade engagement, and marketing of Singapore across Northern and Southwestern Europe, covering the United Kingdom, Ireland, Spain, Portugal, and Nordics. 

She will assume her position on 1st December 2024. 

Commenting on her appointment, Sim said: “It is a privilege to take on this new role given the importance of the European market to Singapore tourism, and hope to continue driving the strong tourism growth seen over the last year. I look forward to working closely with partners in the market to continue this positive growth trajectory and welcoming more visitors to immerse themselves in Singapore’s extraordinary experiences and offerings, especially as Singapore celebrates 60 years of independence next year.” 

A background in hospitality

Sim moves to London from the role of assistant director in hospitality industry development where she worked closely with hotel partners in Singapore to drive business recovery and undertake enterprise transformation efforts post-COVID, focusing on technological advancement and sustainability. 

During this time, she was instrumental in engaging hotels to adopt and innovate new hotel technology solutions.

She also played a key role in the development of the Hotel Sustainability Roadmap, in partnership with the Singapore Hotel Association.