The Singapore Tourism Board (STB) has appointed Marissa Sim as Area Director for Northern and Southwestern Europe. In her new role, she will oversee strategic planning, business development, trade engagement, and marketing efforts for Singapore across Northern and Southwestern Europe, including the UK, Ireland, Spain, Portugal, and the Nordics. Sim will begin her tenure on December 1, 2024.
Ms Sim moved to London from the role of assistant director, hospitality industry development, where she worked closely with hotel partners in Singapore to drive business recovery post-Covid, focusing on technological advancement.
She also played a key role in the development of the Hotel Sustainability Roadmap, in partnership with the Singapore Hotel Association.
Ms Sim said, “It is a privilege to take on this new role given the importance of the European market to Singapore tourism, and I hope to continue driving the strong tourism growth seen over the last year. As of October 2024, visitor arrivals from the UK grew over 26% year-on-year to 486,690 visitors, and Spanish visitor arrivals grew over 18% year-on-year to 58,820 visitors.
“I look forward to working closely with partners in 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”.
Ms Sim has worked for the Singapore Tourism Board since 2013. She takes over from the current area director Michael Rodriguez who returns to Singapore to take on a new role.
Singapore Tourism Board (STB) has appointed Marissa Sim (pictured) as area director, Northern and Southwestern Europe. She will lead the strategic planning, business development initiatives, trade engagement and marketing of Singapore across Northern & Southwestern Europe (comprising the UK, Ireland, Spain, Portugal and Nordics). She will assume her position from 1 December 2024.
Ms. Sim relocates to London from her previous position as Assistant Director of Hospitality Industry Development, where she collaborated closely with hotel partners in Singapore to drive business recovery post-Covid, with a strong focus on technological innovation. She was also instrumental in developing the Hotel Sustainability Roadmap in partnership with the Singapore Hotel Association.
Ms Sim said: “It is a privilege to take on this new role given the importance of the European market to Singapore tourism, and I hope to continue driving the strong tourism growth seen over the last year. As of October 2024, visitor arrivals from the UK grew over 26% year-on-year to 486,690 visitors, and Spanish visitor arrivals grew over 18% year-on-year to 58,820 visitors.
“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”.
Ms. Sim has been with the Singapore Tourism Board since 2013. She succeeds Michael Rodriguez, the current Area Director, who will be returning to Singapore to take on a new role.