Singapore, 28 June 2024 – 27 outstanding individuals and organisations were recognised at the Singapore Tourism Awards 2024 for delivering exceptional experiences and enterprise excellence in the tourism sector. Organised by the Singapore Tourism Board (STB), the prestigious ceremony was held at Raffles City Convention Centre and the Guest of Honour was Mr Lawrence Wong, the Prime Minister and Minister for Finance.
STB honoured seven recipients for the Top Awards, while 20 recipients[1] were selected from 83 finalists[2] nominated for the categories of Experience Excellence (Leisure/MICE), Enterprise Excellence and Customer Service Excellence. The Awards aim to raise the sector’s competitiveness by motivating individuals and organisations to create compelling experiences and adopt best practices, so as to deliver exceptional experience and service to visitors.
STB Chief Executive Ms Melissa Ow said, “Congratulations to all the award recipients and finalists of the Singapore Tourism Awards 2024. Their contributions and dedication to tourism are an inspiration to others. 2024 marks Singapore Tourism Board’s 60th anniversary, and their achievements exemplify the remarkable passion and commitment of our people who have shaped Singapore’s dynamic tourism sector over the past six decades. Their success inspires new benchmarks for excellence.”
7 recipients for Top Awards
Five individuals and two organisations were honoured under the Top Awards categories.
Mrs Pamelia Lee, a pioneering figure in Singapore’s tourism scene since 1978, was conferred the Awards’ highest accolade, Lifetime Achievement for Outstanding Contribution to Tourism, in recognition of her enduring legacy. Throughout her illustrious career spanning several decades, Mrs Lee demonstrated unparalleled vision and ambition in shaping Singapore’s tourism landscape. During her tenure with STB, she spearheaded the development of groundbreaking projects, including the first tourism masterplan in the 1980s – ranging from the conservation of key heritage buildings like CHIJMES and Raffles Hotel, the historic Civic District and cultural precincts such as Chinatown, Little India and Kampong Gelam, to the relocation of the iconic Merlion, leaving an indelible mark on retaining Singapore’s heritage.
Mr Ron Tan, Executive Chairman & Group Chief Executive Officer of NEON Group, was awarded Outstanding Tourism Entrepreneur for his leadership in pioneering immersive experiences through successful partnerships with renowned international studios such as Disney, Marvel, and Warner Bros. His visionary leadership not only enhanced Singapore's global brand positioning but also introduced a series of world-class leisure events to our tourism offerings – including Avatar: The Experience, the upcoming Impressions of Monet, and Harry Potter: Visions of Magic – further strengthening Singapore’s appeal as an attractive destination for our visitors.
Ms Lynette Tan, CEO and Chairwoman of Space Faculty Asia, was awarded the Best Business Event Champion for her advocacy of Asia’s deep-tech sector. Her passion for Science, technology, engineering, and mathematics (STEM) and vision for building future global leaders led to partnerships unlocking access to top business congresses, and her successful bid for the World Robot Olympiad International Finals 2025 put Singapore on the world stage. As a member of STB’s Conference Ambassador Programme, Ms Tan actively promotes Singapore’s strengths internationally through her extensive network.
Additionally, four recipients were each honoured with the Special Recognition award for their outstanding creativity, innovative best practices, and significant contributions to the tourism sector.
Recognising the best in tourism
20 individuals and organisations were also honoured for their outstanding achievements and dedication across the Experience Excellence (Leisure/MICE), Enterprise Excellence and Customer Service Excellence categories.
The Sundowner Nature Experience Centre’s flagship tour, the Rooftop Farm Experience, was named Outstanding Tour Experience for its refreshing "farm-to-table" concept. A hidden gem nestled in the eclectic Siglap neighbourhood, the tour seamlessly integrates organic gardening, close encounters with honeybees and critters, curated honey tastings, and heartfelt conversations over handpicked herb drinks.
XIU Nature Connections received the Outstanding Wellness Experience award for the second consecutive year, this time for its Morning Forest Bathing experience in Bird Paradise – an innovative partnership that contributes to Singapore’s vision as a leading urban wellness haven. The unique wellness journey allowed participants to connect with nature through an immersive session, concluding with a signature forest tea sharing amidst birds and trees.
Constellar Exhibitions Pte Ltd received the Outstanding Event Organiser (MICE) award for its orchestration of the Agri-Food Tech Expo Asia (AFTEA) and the Singapore FinTech Festival (SFF) in 2023. Its innovative initiatives and focus on local produce provided distinctive experiences for delegates, leading to significant growth for AFTEA and record participation at SFF. A strong supporter of the Meetings, Incentives, Conventions and Exhibitions (MICE) industry in Singapore’s post-pandemic recovery, Constellar reinforces our position as the ‘World’s Best MICE City’ with the quality events they brought in. It has also been conferred the Exceptional Achievement award for achieving the Outstanding Event Organiser three years in a row (2022, 2023, 2024).
Mandai Wildlife Group’s 'Take Off to Paradise' campaign was recognised with Outstanding Marketing Idea, for showcasing excellence from conceptualisation to execution. The campaign effectively established the newly opened Bird Paradise as a must-visit attraction for both locals and visitors through innovative and diverse use of media channels, delivering increased visitor attendance and high net promoter scores.
Please refer to:
· Annex A for a full list of the award recipients and finalists of the Singapore Tourism Awards 2024.
· Annex B for citations for the Top Awards recipients of the Singapore Tourism Awards 2024.
Photo highlights from the awards ceremony will be available here from 28 June, 2200h. Please credit the images to: Singapore Tourism Board.
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For interview requests, please contact:
Joyce Ang
Senior Manager, Communications
Singapore Tourism Board
Email: Joyce_ANG@stb.gov.sg
Tel.: +65 6831 3981
About the Singapore Tourism Awards
Organised by the Singapore Tourism Board (STB), the Singapore Tourism Awards brings together Singapore's tourism sector to celebrate individuals and organisations that best deliver exceptional experiences and achieve enterprise excellence. The Awards is an integral part of STB's efforts to raise the Singapore tourism sector's competitiveness and service quality by motivating organisations and individuals to create compelling experiences or adopt best practices. For more information, visit www.singaporetourismawards.com.
About the Singapore Tourism Board
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.
More: www.stb.gov.sg or www.visitsingapore.com | Follow us: STB LinkedIn, STB Facebook or STB Instagram
[1] Recipients were selected through rigorous assessments, including evaluations by a panel of prominent and well-established judges, mystery audits and behavioural interviews.
[2] Finalists were selected by STB from nominations submitted by businesses and stakeholders, based on their achievements in 2023.
