The Ministry of Trade and Industry has appointed Keith Tan as the new chief executive of the Singapore Tourism Board (STB) with effect from Oct 29.
Tan is currently the Deputy Secretary (Policy) of the Ministry of Defence and is responsible for defence policy, strategic communications, national education and ‘Total Defence’. According to a press statement, he played an important role in strengthening Singapore’s defence relations with key international partners.
Key projects he oversaw included the signing of the Singapore-Australia Comprehensive Strategic Partnership, the setting up of So Drama! Entertainment and extending the reach of ‘Total Defence’ and ‘National Education’ through means such as gamification.
Tan took over from Lionel Yeo who served in the role for six years. Yeo was responsible for one of the board’s biggest projects so far: its 'Passion made possible' campaign, which was developed with the Economic Development Board.
The campaign’s aim was to present Singapore as a vibrant, interesting and innovative place by recruiting a number of Passion Ambassadors who draw inspiration from the city. Under Yeo's tenure, Singapore welcomed a record number of 17.4 million inbound visitors in 2017, equating to SG$26.8 billion (US$20.4 billion) in tourism receipts.