Singapore Tourism Board Announces Leadership Changes in the U.S.

Rachel Loh (above left) to take over from Kershing Goh (above right) as Regional Director, Americas; Goh will assume the newly-created position of Senior Vice President, Strategic Partnerships & Alliances


NEW YORK, NY – September 25, 2019 
— Singapore Tourism Board (STB) announced today the appointment of Rachel Loh as the next Regional Director for STB, Americas, succeeding current director Kershing Goh, effective 1 October 2019. Loh, who is currently serving as the Strategic Planning and Incentive Policy Director at STB headquarters, will oversee planning, business development, marketing and tourism promotions efforts in the Americas region, and drive strategies that affirm and enhance Singapore’s position as a dynamic, global tourism destination.

Goh in turn will be appointed the new Senior Vice President of Strategic Partnerships & Alliances. In her new role, she will oversee strategic and insightful application of next-gen technology to Singapore’s tourism efforts, forging partnerships with leading technology providers and other relevant lifestyle partners, and accelerating new, out-of-the-box ideas and projects to deliver fresh streams of growth and value for STB.

“After having been at the forefront of marketing Singapore in the U.S. for the past five years, I’m excited to be given the opportunity to stretch horizontally to explore new strategic alliances for STB,” said Goh. “With rapid changes and tech-driven disruption happening across all sectors, it will be critical for STB to integrate and future proof our work to bring about sustainable, impactful results for Singapore tourism.”

“I’m thrilled to be embarking on a Regional Office role in the U.S., as it continues to be a leader in leisure and BTMICE travel trends and developments,” said Loh. “After years of stellar tourism performance, I look forward to continuing growth in the Americas market.”

Tourism from the U.S. to Singapore continues to see strong growth momentum into 2019, with USA visitor arrivals up 11.5 percent (YTD as of July 2019), and a recent tourism sector performance report for Q1 of 2019 showing tourism receipts from the U.S. has grown 15 percent year-on-year. Last year’s release of Crazy Rich Asians played a significant part in augmenting STB’s efforts in driving destination awareness. Additionally, increased air connectivity to Asia – particularly with the launch of non-stop flights to Singapore from San Francisco, Los Angeles, Newark, and Seattle, has helped make Singapore accessible and more affordable to travelers. STB has also increased marketing efforts in recent years, via joint campaigns with key U.S. media and consumer brands and airline partners.

In her previous role as Director for Strategic Planning and Incentive Policy, Loh led the division in providing critical planning and policy support to achieve success for the tourism sector, and catalyzing the private sector to take the lead in investing for tourism growth. She also oversaw the Division that provides economic analysis, consumer insights and market trends to the tourism sector. Prior to this role, Loh also served as Deputy Director, BTMICE Planning & Marketing. She graduated from the National University of Singapore with a Bachelor of Social Science, and holds a Master in Public Policy from Harvard University.

Prior to joining the Singapore Tourism Board, Goh worked for the Abu Dhabi government as Country Manager USA for the Abu Dhabi Tourism & Culture Authority. She oversaw the establishment of the Authority’s inaugural presence in the U.S., opening the U.S. office for Abu Dhabi Tourism, and mapping out strategies to entrench Abu Dhabi in the U.S. market. Goh comes from a journalism background and graduated from the National University of Singapore. She was also an adjunct professor at the New York University (NYU) Tisch Center for Hospitality Tourism and Sports Management, teaching a graduate program on Tourism Planning.

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