The Singapore Tourism Board (STB) has announced the appointment of Lim Kean Bon as the Area Director for India, South Asia, and Africa, effective September 1, 2023. In this role, Kean Bon will succeed Raymond Lim as the India market lead, based in New Delhi, where he will oversee STB's promotion and travel trade engagement activities in Northern and Eastern India. Kean Bon's responsibilities also include driving business development efforts to attract visitors from India to Singapore, particularly in the Cruise and Meetings, Incentives, Conventions, and Exhibitions (MICE) segments. Additionally, he will focus on engaging consumers in regional markets like Bangladesh and South Africa.

GB Srithar, Regional Director, India, Middle East, South Asia & Africa (IMESA), STB, expressed a warm welcome to Kean Bon. He said, “We extend a hearty welcome to Kean Bon as he joins our dynamic team. I believe Kean Bon’s leadership in driving experience development for a leisure precinct and his past tenure in the Singapore Exhibition & Convention Bureau (SECB) places him in good stead to take on this role in STB New Delhi, particularly in this pivotal moment of anchoring Singapore as the premier lifestyle and business destination for Indian travellers.”

Kean Bon's career began in the Singapore public service as an urban planner, and he later joined the STB infrastructure planning and management division in 2015. Before assuming his current role, he led STB's Lifestyle Precinct Development team from 2020 to 2023, focusing on projects to enhance Orchard Road, Singapore's leading lifestyle precinct.

Kean Bon expressed his excitement to join the STB IMESA team and build on the foundation laid by his predecessor, Raymond. “I am excited to join the STB IMESA team and look forward to building on the good work and strong partnerships forged by my predecessor Raymond. Together with my team in New Delhi, we will continue our efforts to promote Singapore and inspire the Indian audience with the sheer breadth of vibrant experiences the city has to offer for leisure and business travellers,” he said.

This appointment marks a strategic move for Singapore's tourism efforts in the Indian, South Asian, and African markets.