The Singapore Tourism Board (STB) has announced the establishment of their regional office in Brussel, Belgium in early 2021 to leverage the prospects of the Benelux market and is part of STB’s mid- to long-term investment in long-haul markets. Over the years, the Europe market has seen strong visitor arrivals and tourism receipts growth. In 2019, more than 2.13 million Europeans visited Singapore, an increase of 3.4%. As STB charts a new path in a post-COVID world, there will be changes to our current operations in Europe to allow us to operate more productively and efficiently.
Through STB Brussels, STB will be able to lay the groundwork for a stronger recovery and capitalise on growth opportunities in Benelux, France and Switzerland (MICE).
In the Benelux market, Singapore has established a reputation as an innovative country offering multifaceted and quality experiences ranging from world-class culinary experiences, futuristic architecture, multi-sensorial nightlife to a unique culture. This has cemented Singapore as an ideal destination for both leisure holidays and meetings.
Melissa Thompson, STB Area Director, Western Europe, will be overseeing the activities in the Brussels office. She has worked for Singapore Tourism Board since 2010 and has moved to Brussels from her role as Area Director, Eastern Europe. Melissa has experience in destination marketing, MICE and leisure travel from previous roles.
“I am honoured to be representing the Singapore Tourism Board in Western Europe,” Melissa said, “and am very much looking forward to working closely with our key partners. Tourism is a key economic driver for Singapore and we are dedicated to telling the story of Singapore and Singaporeans, through our Passion Made Possible campaign. When borders open, we invite the Benelux travellers to return to Singapore to experience the reimagined Singapore. From Foodies, Culture Shapers, Explorers or Socialisers we hope our guests will delight in their passions here in Singapore.”
Supported by the Union of International Associations (UIA), the International Association of Professional Congress Organisers (IAPCO) and the Interel Group, the global public affairs and association management consultancy, Headquarters Magazines serve the needs of international associations organising worldwide congresses.