It is no easy feat to champion Singapore’s tourism sector by driving industry growth, upholding high-quality service standards and promoting Singapore as a premier global destination. But Singapore Tourism Board (STB) Scholars Edwin Tan and Laura Guo are rising to the challenge.

Edwin, a recipient of the STB Mid-Term Local Scholarship, is a Manager in the Analytics and Insights team. He analyses visitor data and supports economic impact assessments of tourism projects to guide strategic decision-making across STB.

Laura is an STB Full-Term Overseas Scholar and a Management Associate for Formula 1. She manages VVIP suite operations and serves as co-Secretariat for the F1 Working Committee, supporting inter-agency coordination for one of Singapore’s largest tourism events.

Join us as we chat with both scholars about their exciting journeys at STB.

What made you pursue a career in tourism and why was the STB Scholarship a right fit?

Laura: Given my fascination with human and physical landscapes and the interconnected nature of our world, pursuing a career in tourism felt like a natural and incredibly exciting step to take! I was particularly drawn to the international scope of STB’s operations. With many regional offices dotting the globe, STB’s mission to put Singapore on the map really resonated strongly with me. I wanted to contribute to shaping how our little red dot would appear in a world atlas and be experienced by the rest of the world.

Edwin: I was drawn to tourism because it is known to be a dynamic and exciting industry. It sits at the intersection of culture, experience, and business. I loved the idea of being part of an industry that creates memorable experiences for people from all walks of life. The scholarship provided a unique opportunity to directly shape Singapore’s tourism landscape, while also developing my strategic and analytical capabilities in a fast-paced and digitally-driven environment.

How did the scholarship support your personal and professional growth?

Laura: The scholarship gave me the opportunity to live and study in two wonderful cities, London and New York, as well as participate in an exchange programme in Seoul. This global exposure has expanded my worldview in ways I could not have previously imagined. I also crossed paths with friends who have shaped my journey and continue to mean the world to me.

Professionally, my two student internships and the two rotations under STB’s Management Associate Programme have given me broad business exposure. It has also allowed me to be a part of big and exciting things like organising the Formula One Singapore Grand Prix and putting up a 3D advertisement on a billboard in Times Square!

During my second internship, I was based at STB’s office in New York where I supported the launch of a marketing campaign for the Singapore Food Festival in the US and Canada. I also had the opportunity to work on a landscape scan with the Future Tourism team in San Francisco, which forges exciting partnerships with tech companies such as Google and Snapchat.

Edwin: The scholarship supported my Master’s in Marketing Analytics and Insights at NUS, enabling me to strengthen my data management skills and derive meaningful insights. I was also given internship opportunities to apply what I had learned in school to the real-world business challenges at STB, effectively bridging theory and practice in a tangible, meaningful way.

Laura, you were involved in some pretty exciting tech development work at STB. Can you share more?

Of course! I completed my first rotation as a Management Associate with the Technology Development team in The Collaboratory, STB’s innovation lab that builds digital products and champions the use of emerging technology in tourism. I was pleasantly surprised to discover that they were the same team behind the SingapoRediscover Vouchers initiative, which provided millions of Singaporeans with vouchers to spend on hotels, tours and attractions during the pandemic. To think I had already used a product built by the team without even knowing it!

During my rotation, I worked with our in-house product development team on a variety of tasks—from pitching our product and conducting user interviews, to launching pilot programmes and building prototypes to test new solutions. Being part of a Scrum team gave me valuable insights into iterative product development, and I loved how the work was always driven by a spirit of curiosity, collaboration and innovation.

Edwin, could you tell us more about how you utilise data insights in your work?

At STB, we use data not just to report what has happened, but to anticipate what could happen. This includes forecasting visitor arrivals and detecting shifts in travel demand across segments and markets. These insights enable us to remain proactive and agile—especially in a tourism landscape that is constantly evolving due to global events, technological advancements, and changing traveller behaviours.

What do you enjoy most about your work, Laura?

One of the most rewarding parts of my work is hearing people I meet overseas light up as they share memories of their trips to Singapore. It’s immensely heartwarming to know that my work plays a role in shaping experiences that people will treasure for years to come.

Beyond this, I also love the collective spirit behind STB’s endeavours. Putting Singapore on the map is only possible because of the shared contributions of so many—from event organisers behind iconic experiences like F1 to hospitality professionals taking care of our hotels, and of course, the everyday Singaporeans who bring life to this city. We all play a part in the fabric that tourists come to know as Singapore, and I find that truly magical.

Tell us about the exciting opportunities that scholars can look forward to at STB?

Laura: STB is a place that encourages rotations not just across industry verticals, but also geographical regions. This gives officers valuable exposure to different facets of our tourism ecosystem. What’s more, the tourism sector itself thrives on creativity and innovation, which means the landscape is always dynamic and evolving—there’s always something new and exciting to look forward to!

Edwin: STB’s work culture goes beyond just getting the job done—it’s about building genuine connections with one another. While the work is meaningful and fast-paced, it’s not all work and no play. There are exciting initiatives and events happening almost every month, from team bonding sessions to festival celebrations and agency-wide events.