Asia-Pacific Power List 2024: Kenneth Lim, Singapore Tourism Board

Kenneth Lim 

Assistant chief executive, marketing group
Singapore Tourism Board (STB)
Singapore
New member

Kenneth Lim's strategic vision and leadership have profoundly influenced Singapore's tourism landscape, earning him a spot on Campaign Asia-Pacific’s 2024 Power List. As assistant chief executive of the marketing group at the Singapore Tourism Board (STB), Lim has been pivotal in evolving Singapore’s image as a premier global destination, reinforcing the city-state’s status in the competitive tourism sector.

STB previously launched the highly successful 'Passion Made Possible' campaign in 2017, which significantly amplified Singapore's global appeal. Despite the challenging pandemic years, STB’s innovative strategies and creative marketing maintained Singapore’s strong market presence.

Lim has continued that tradition. In 2023, Lim directed the launch of the ‘Made in Singapore’ global brand campaign, an initiative featuring innovative 3D out-of-home advertisements in major cities like New York and London. This campaign won a Bronze award at the Japan World’s Tourism Film Festival 2024.

STB played a crucial role in securing the exclusive rights for the Southeast Asian performance of Taylor Swift, bringing the American superstar to Singapore in 2024. This strategic move positioned Singapore on the global cultural map and helped the country achieve substantial economic benefits. The concerts drew significant international visitors, a testament to Singapore's ability to leverage high-profile partnerships to boost tourism and enhance the hospitality, retail, and dining sectors.

In addition, Lim has championed innovative partnerships and digital engagements, expanding STB’s reach into new platforms such as Roblox, where Singapore’s unique retail experiences have been creatively showcased. 

International arrivals to Singapore reached 13.6 million in 2023, and tourism receipts are estimated to reach up to $26.0 billion, surpassing STB’s forecast of $21.0 billion set out in 2023.

Outside of his campaign initiatives, Lim's influence extends to the industry at large. His membership on the World Federation of Advertisers (WFA) Asia Advisory Board is a testament to his contributions to marketing excellence across Asia-Pacific.