Singapore Tourism Board (STB) has announced the appointment of Kershing Goh as Regional Director of Europe to lead the strategic planning, business development initiatives, and marketing of Singapore throughout the region. Ms Goh’s remit covers key offices in London, Frankfurt, and Brussels with a focus on growing the European markets as a key contributor to Singapore tourism.

Ms Goh moved to London from the role of Senior Vice President, Future Tourism, based in the US, where she forged close alliances with global technology and concept bellwethers to identify trends and apply them in the country’s tourism sector. Ms. Goh was also instrumental in STB becoming the first destination partner to implement Google’s early access programme, providing STB the ability to co-ideate new tourism use cases in the areas of Geo-spatial and XR.

Commenting on her appointment, Ms. Goh said: “Europe remains an important region for Singapore, with strong air connectivity coupled with deep consumer appetite for international travel. It is a privilege to join the European team at such a time of positive change. With incredible new offerings for both business and leisure, well captured in our new ‘Made in Singapore’ campaign, my focus is to ensure Singapore stays refreshed for those who already knows us and exceeds expectation for first time visitors. Through constant rejuvenation and innovation, we challenge ourselves to always position Singapore as the destination of choice in Asia.”

Ms. Goh has worked for the Singapore Tourism Board since 2014, where prior to her role as Senior VP Future Tourism, she was Regional Director, Americas for over five years. In her private sector stint, she was also the Vice President of a US-based destination representation firm, MMGY Myriad based in New York and was involved in strategy and market development work for a slew of global clients, in addition to having served as Abu Dhabi Department of Culture and Tourism first USA country manager.   Kershing was also an adjunct professor at the New York University teaching the Master in Tourism Planning and Policies.

Ms. Goh takes over from the current Executive Director, Ms Carrie Kwik who returns to Singapore and will continue with STB in her new role as Executive Director, World Expo. and Special Projects.