Singapore Tourism Board CEO Lionel Yeo steps down

The mastermind behind Singapore Tourism Board’s recent global rebrand is to step down as chief executive officer by the end of the month.

Lionel Yeo, who has led the government board since 2012, spearheaded the development of Singapore’s new unified brand for ‘Passion Made Possible’ last August.

In a statement from the Ministry of Trade and Industry, Yeo was said to have driven Singapore’s tourism sector towards “record heights” in terms of revenue and visitor arrivals.

STB’s deputy chief executive Melissa Ow will take over as acting chief executive June 1 until a permanent replacement is found for Yeo, the MTI said.

“On behalf of the Ministry of Trade and Industry, I would like to express my appreciation to Lionel for his significant contributions to STB and the tourism sector over the last six years,” said MTI permanent secretary Loh Khum Yean.

“Under Lionel’s leadership, STB has worked closely with the tourism sector to strengthen our value proposition and product offerings which has helped Singapore achieve consistently strong tourism performance. I wish him all the best in his future endeavours.”

The MTI added that Yeo intends to move into the private sector.

Last year, STB and the Singapore Economic Development Board unveiled their new logo and motto – ‘Passion Made Possible’ – as part of a bid to market the city state to tourists and businesses, under the same umbrella.

The rebrand took more than a year to finalise from concept to execution and involved the creative agencies for both bodies: The Secret Little Agency and TBWA for the EDB and STB respectively.

Speaking at the time, Yeo said: “STB is presenting a brand that can tell a fuller Singapore story beyond tourism. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel.”


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