Singapore’s enduring reputation as a travel hotspot is a testament to the meticulous efforts of forward-thinking and talented individuals at the Singapore Tourism Board (STB). Their continuous work shapes a dynamic tourism landscape that captivates visitors worldwide.

STB Scholars Shann Goh Tze Hsuan and Jessica Koh Rui Yin are passionate about advancing Singapore as a vibrant tourism destination.

Shann is a Management Associate in Tourism Human Capital & Sustainability (THCS) at STB. She graduated with a Bachelor of Social Sciences with Honours in Geography from NUS and a Master of Science in Environment and Sustainable Development from the University College London. She plays a crucial role in maintaining Singapore’s Sustainability Certification Status and actively supports the Tourism Sustainability Programme (TSP). Her focus lies in updating sustainability content and identifying new categories of information to fortify the industry.

On the other hand, Jessica works as a Management Associate in the Arts and Cultural Precincts at STB. Her responsibilities encompass coordinating marketing and publicity efforts for Singapore Art Week and curating cultural events that enrich the city’s vibrant artistic landscape. She graduated with a Bachelor of Science in Psychology from the University College London and a Master of Science in Marketing from the London School of Economics in the United Kingdom.

We speak with them to learn what it takes to elevate Singapore’s standing in the global tourism landscape.

Shann, what sparked your interest in sustainability?

As cliché as it might sound, my interest in sustainability was sparked when I was studying Geography! I further pursued a sustainability internship after completing my A-Levels. While studying various parts of geography, I grew increasingly aware of the interconnections between environmental, social, and economic systems. This realisation made me recognise the significance of sustainable development in conserving the planet for future generations.

Jessica, what drew you to pursue a career in tourism?

My interest in the field of tourism began with a curiosity about how psychology influences consumer behaviour. I’ve always been interested in understanding how people make decisions, and this interest led me to explore how marketing strategies can appeal to consumer preferences within the tourism industry.

Why did you choose to apply for a scholarship with STB?

Shann: I was looking around for mid-term scholarships within the government sector and chanced upon the STB Mid-Term Scholarship! I looked at the work STB does (and with some background knowledge due to how interconnected tourism and geography are) and concurrently applied for STB’s internship programme. I did an internship with the Visitor Experience Partnerships team in STB, and it solidified my passion for the industry and company. Hence, I chose to apply and interview for the STB Mid-Term scholarship.

Jessica: I knew the scholarship would allow me to be a part of Singapore’s tourism industry, which is a cornerstone of our economy. It presented a unique chance to contribute to the growth and development of an industry that plays a crucial role in Singapore’s global image. I chose to apply because it aligned with my academic and career goals, and I was eager to make a meaningful impact in this industry.

Shann, can you elaborate on how you have applied what you have learned to your current work?

My academic background in geography and environmental sustainability has provided a strong foundation for my work at STB, allowing me to apply a multidisciplinary approach to destination management. It has enabled me to emphasise the importance of sustainability, environmental conservation, community engagement, and responsible tourism practices in our strategies, ensuring that we promote tourism that benefits both our destination and the visitors.

Jessica, could you share more about how the scholarship has benefited you?

The scholarship has played a crucial role in enhancing my academic experience by providing financial support for my education. It allowed me to fully focus on my studies and actively engage in extracurricular activities, contributing to a holistic learning experience. Moreover, this financial freedom also gave me the capacity to travel and broaden my horizons and understand the tourism landscape of various European countries, gaining insights into diverse industries and offerings within the field.

What are your roles and responsibilities within the organisation?

Shann: Currently, I am working on an exciting and meaningful project to maintain Singapore’s certification as a sustainable destination based on the Global Sustainable Tourism Council (GSTC)’s Destination Criteria. The GSTC Criteria serve as the global standards for sustainable travel and tourism. In Q1 2023, Singapore was the first to apply the criteria on a country level, where we had to showcase Singapore’s and the tourism sector’s sustainability performance in four aspects: sustainable management, socio-economic sustainability, cultural sustainability and environmental sustainability. This was an endeavour that could not have been achieved without the support of many government agencies, tourism partners, private sector stakeholders and civil society groups!

Jessica: My work revolves around the Arts where I am working on Singapore Art Week and spearhead various other collaborations to grow Singapore’s art offerings and attractions. As someone who has long been passionate about the art scene, I would love to see it grow and develop as much as possible. This role is extremely stimulating and exciting for me!

The opportunity to showcase Singapore’s unique culture, attractions, and experiences to the world is extremely exciting. Beyond allowing me to contribute to the growth of our tourism industry and economy, it is incredibly rewarding to play a part in shaping the perception of Singapore on a global scale.

What do you hope to achieve in your career going forward?

Shann: I hope to continue making a meaningful impact on the advancement of sustainable tourism in Singapore. Additionally, I aspire to contribute to the organisation’s efforts to innovate and adapt to the evolving tourism landscape. This involves harnessing technology, and data-driven insights to enhance our marketing strategies and visitor engagement. Ultimately, my goal is to help STB fulfil its mission of positioning Singapore as one of the world’s most sustainable and sought-after tourist destinations. At the same time. I would like to continue advancing my skills and knowledge in the dynamic and ever-evolving tourism sector.

Jessica, what possibilities are there for those joining STB?

Working at STB provides a diverse range of opportunities to make a significant impact on the tourism industry. These opportunities include roles in marketing and branding, experience development, policy development, destination management, and the chance to work in overseas offices. STB offers a welcoming, collaborative environment that encourages creativity and innovation, allowing individuals to contribute ideas and strategies that shape the future of Singapore’s tourism sector.