Former Assistant Chief Executive (International Group), Singapore Tourism Board, Singapore
Mr Leong Yue Kheong, Lawrence was the former Assistant Chief Executive in the Singapore Tourism Board. His service with the Singapore Tourism Board started as the Project Director of the Singapore inaugural Formula One night race, the only night street race in the world. He led the planning, construction of the street circuit, and the preparations of the race so as to deliver the bespoke race event to the international audience in 2008. Lawrence spent the last 7 years advancing Singapore’s tourism mindshare across the various target countries and driving quality tourism across ASEAN member states. As the Chair of ASEAN Quality Tourism, he was responsible for raising standards of ASEAN tourism products and marketing ASEAN as one single destination. He was part of the core team that put together the 10-year ASEAN Tourism Strategic Plans for 2016-2015, as well as the push behind the new branding and promotion for cruise in SE Asia waters.
Lawrence is a veteran in planning and marketing campaign initiatives, destination marketing, brand activation, public relations and promotion efforts. He supervised all the overseas tourism offices. He helped forged strategic partnerships with the foreign tourism trade, National Tourism Organisations, banks, media agencies, payment gateways and airlines.