We are delighted to have Ms. Juliana Kua, Assistant CEO for the International Group at Singapore Tourism Board speaking at Skift Global Forum East.
Juliana assumed the position of Assistant Chief Executive for the International Group in November 2021. In this role, she oversees an integrated network of regional offices located around the world. Together, they actively promote Singapore as a compelling leisure and business destination.
Prior to this appointment, Juliana was Chief Representative and Executive Director, Greater China. In this capacity, Juliana led the operations of STB in Greater China (including Hong Kong, Macau and Taiwan), and spearheaded the strategic planning and execution of all marketing and promotional activities within these markets to champion Singapore as an attractive travel destination to both leisure and BTMICE visitors.
Juliana joined the Singapore Tourism Board in 2003, starting out in the Travel Services team followed by concurrent stints in the Investment Promotion and Leisure Planning teams. She was later seconded to CapitaLand and assumed the role of Business Development Manager, with a three-month stint in Abu Dhabi, United Arab Emirates. When she returned to STB in 2009, she was promoted to Assistant Director of Integrated Resorts, and was subsequently based in Hong Kong for one year managing special projects. She joined the Cruise team in 2011.
After her second secondment as a Senior Programme Officer with the World Bank Group, she returned to STB in 2014 and was Director, Strategic Planning and Incentive Policy. In this role, she drove STB’s strategy development for Destination Singapore and managed STB’s incentive policy framework and processes. In May2018, she was appointed as Chief Representative and Regional Director, Greater China.
She graduated with a Bachelor of Arts in Political Science from the University of Michigan, Ann Arbor, in 2002. In the following year, she attained her Master of Science in Tourism from the University of Strathclyde. In 2017, she obtained her Master of Science (Sloan Fellow) from Stanford University, Graduate School of Business.
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