Kenneth Lim

Assistant Chief Executive, Marketing Group Singapore Tourism Board

Kenneth Lim, Assistant Chief Executive for the Marketing Group at Singapore Tourism Board (STB) since June 2023, oversees global destination branding and marketing efforts. With a career spanning two decades at STB, Lim has held diverse roles including Executive Director of Marketing Planning and leading the Travel Agents & Tourist Guides team. He spearheaded initiatives supporting the tourism industry during COVID-19, including innovative tour experiences and workforce development programmes.

Kenneth’s international experience includes heading STB offices in India and managing Southeast Asia and Oceania operations. He played a key role in developing Singapore's cultural precincts and Integrated Resorts. Prior to STB, Kenneth worked at the Ministry of Foreign Affairs and Singapore Airlines. He holds a Bachelor of Science in Building & Estate Management from the National University of Singapore and an MBA from MIT Sloan Fellows programme.

Day 1 Agenda

9:10 AM Tourism Board Panel: Staying Top-of-Mind – How do you evolve destination branding to stay competitive, measure success effectively, and adapt to a shifting travel landscape?

• What challenges do destinations face in staying top-of-mind and maintaining competitive branding?

• How can destinations improve visa accessibility through collaboration with government agencies to boost tourism and

support the local economy?

• How do you balance addressing overtourism concerns while promoting sustainable growth for your destination?

• How do you harness digital innovations and new marketing strategies to effectively measure success in a shifting travel

landscape?

• How do you see the role of sustainability and regenerative travel in shaping the future of tourism, and what steps can

businesses take to integrate these practices while ensuring a positive impact on both the environment and local

communities?

• How do you determine the right budget split between traditional and digital media, as well as the digital ad platforms

and formats you use, to maximise engagement and visitor impact?

Check out the incredible speaker line-up to see who will be joining Kenneth.

Download The Latest Agenda