STB INTRODUCES NEW MANAGMENT TO EASTERN USA AND EUROPEAN OFFICES

The Singapore Tourism Board (STB) has announced new appointments to two of its key international offices.

In Europe, Magdalene Lee, STB's current Director, Destination Marketing, will also oversee European market activities with effect from April 1. Ms Lee, who has been with STB since 1982, will replace Mr Richard Ng, who retires as Area Director of Europe on March 31, 2001.

Mr Ng's duties as Regional Director for France, a second appointment he holds concurrently, will be relinquished to Ms Poh Seok Chin. Ms Poh who will be based in Paris will now oversee the markets in France, Italy, Spain, Greece, Portugal and Turkey.

Mr Ng's contribution to the Board the past 21 years has been immense. Initially appointed Regional Director for France, he assumed the additional portfolio of Area Director Europe from 1993. His foresight, creativity and expansive knowledge of the travel industry will be missed by the Board.

Across the Atlantic, Mr Randall Tan has been appointed the new Vice-President for Eastern USA, based in New York. Since 7 February 2001, Mr Tan has taken over as Vice-President from Mr Rocson Chang who returned to STB's head office in Singapore on 5 March 2001. Mr Chang assumes the position of Assistant Director, Events Marketing.

A seasoned team gears up for the challenges in Europe

Ms Magdalene Lee said her enlarged portfolio will be an extension of her current responsibilities setting the strategic thrusts for the Board's global marketing activities, as well as overseeing the departments which provide the tools and support to STB offices.

She said, "This will enable the Board to create better synergies between frontline and backroom operations. Having Europe plugged in directly to the nerve centre here at HQ, will definitely allow for quicker reaction time at both ends."

Ms Lee noted that the European markets were significant growth areas as they collectively accounted for more than 14 per cent of visitor arrivals. For 2000, Europe as a region demonstrated a healthy growth of 7.4 per cent.

Ms Poh Seok Chin, the new Regional Director, France has nearly a decade of tourism experience to guide her in her new role. She started her career with STB in 1992. Prior to leaving for Paris, she was the Regional Director, South East Asia.

In that capacity, she initiated several collaborations with countries in South East Asia and executed programmes that have improved the product knowledge of Singapore among the regional travel trade, including the Singapore Tourism Specialist Programme.

"I am used to working across a diverse range of countries. I expect to be able to create similar collaborations and synergy across the European countries under my purview to promote tourism to Singapore," Ms Poh, a fluent French speaker said.

Last year 75,000 visitors from France visited the Lion City, while Spain saw a strong growth of 8.7 per cent (15,000) Spaniards coming to Singapore.

"I look forward to sustaining the momentum in these countries and ensure the continued growth of Singapore as a premier tourist destination, a leading MICE venue and a gateway to South East Asia," Ms Poh said.

New head of the STB's Eastern USA office to apply MICE sector

Mr Randall Tan, STB's new Eastern USA Vice President has been with the Board for seven years and served in various positions in the Board, including travel retail, convention and exhibition business.

"United States is consistently one of our top 10 visitor-generating markets with a buoyant growth rate of 9.7 per cent last year. Of the 385,000 Americans who came to Singapore last year, 30 per cent were from Eastern USA. My objective is to continue to actively promote Singapore as not only the holiday destination of choice in Southeast Asian, but also as a gateway to a beautiful and exotic region," said Mr Tan.