By SGN | Updated 7 Nov 2024
In late 2019, Rachel Loh moved to New York City from Singapore, stepping in as the Senior Vice President, Americas to oversee the Singapore Tourism Board’s (STB) efforts in business development, marketing, and tourism promotion throughout the Americas.
Shortly after assuming this role, Rachel had to grapple with the challenges posed by the arrival of the COVID-19 pandemic. Global travel ground to a halt, and borders were closed or greatly restricted.
Here’s how moving to New York City reshaped her worldview and inspired her unique approach to elevating Singapore’s appeal as a destination in a world that stood still.
A tale of two cities
“Moving from Singapore to New York was exhilarating,” Rachel recalls with a smile. “Both are vibrant, fast-paced cities that I adore. The prospect of applying my experience in a new context while navigating the nuances of a different culture was incredibly motivating.”
With New York City as her second home, she describes many fascinating parallels between Singapore and NYC. “I thrive on the energy and diversity of cities. While beaches and countryside have their charm, it’s cities that truly excite me and feel like home.”
“What’s remarkable about both Singapore and New York is that despite their bustling nature, there’s a strong sense of community. Through local initiatives like Buy Nothing Group (BNG), I’ve been fortunate to discover caring people who make these metropolises feel surprisingly intimate and welcoming.”
Rachel also appreciates the compact, walkable design and efficient public transportation networks of both cities, which make it easy for her to enjoy the urban landscape. She jokes, “I’m absolutely hopeless behind the wheel, so these cities are perfect for me. I can get around effortlessly without ever needing to parallel park—it’s a win for me and for everyone else on the road!”
Rachel and her husband have also embraced the thriving arts scene in NYC since pandemic restrictions eased.
“We’ve immersed ourselves in the city’s vibrant culture,” she says. “We’ve become quite the theater buffs, frequenting Broadway shows not just for the spectacle, but also to support our neighbors who are part of the ensemble casts.”
Rachel adds, “But our NYC experience goes beyond the glitz of Broadway. We’ve organized neighborhood potlucks in Central Park, volunteered at local soup kitchens, and participated in community events. It’s these diverse experiences – from the grandeur of theater to the warmth of community service – that truly make us feel part of the city’s fabric.”
Finding an angle and keeping persistent
Taking up her current role just six months before the pandemic hit, Rachel faced the unprecedented challenge of promoting tourism while global travel ground to a halt. Undeterred, she and her team pivoted to identify and pitch unique angles that transcended physical barriers.
“When the world stopped traveling, we found a way to make Singapore travel to the world. It wasn’t about waiting for the storm to pass; it was about learning to dance in the rain.”
During the pandemic, Singapore’s comprehensive response included the rollout of the SG Clean quality mark. This initiative, which might have been seen as a basic hygiene factor in the past, proved to be a crucial element in elevating Singapore’s status as a safe, viable, and exceptional travel destination.
The campaign captured international attention, with prestigious publications like Condé Nast Traveler highlighting Singapore’s thorough and innovative response to the global health crisis. “What was once a hygiene factor became our unique selling point,” Rachel explains. “It demonstrated Singapore’s adaptability and reinforced our reputation as a world-class destination that prioritized visitor wellbeing.”
Recognising the explosive growth of Twitch during the pandemic, with its 1.8 billion annually watched hours, they saw an opportunity to showcase Singapore in an innovative way.
“We asked ourselves, ‘How can we bring Singapore to the world when the world can’t come to us?'” Rachel recalls. “The answer was to create an immersive, interactive experience that people could enjoy from their homes.”
Their solution was unconventional: a virtual trip through Singapore from the perspective of a taxi rider, streamed live on Twitch. The concept resonated far beyond their initial target audience of Americans, attracting viewers from across the globe.
“We were blown away by the response,” Rachel enthuses. “People were tuning in from every corner of the world, asking questions, and engaging with our city in real-time. It was like we’d opened a window to Singapore that anyone could peek through.”
The stream’s popularity catapulted it into the top 1% of Twitch channels during the live broadcast, a testament to its widespread appeal and the team’s innovative approach.
Rachel reflects,”In a time of restricted travel, we created a virtual journey that captured imaginations worldwide. It proved that with creativity and the right platform, we could keep Singapore in the global spotlight, even in the most challenging times.
Finding success from chasing passion
For those dreaming of living or working in NYC or pursuing a career in tourism, Rachel advises “Embrace the unexpected. Whether it’s New York or tourism, success comes from adaptability and passion. Be prepared to work hard, but also to be inspired daily. In tourism, remember that you’re not just promoting places; you’re connecting cultures and creating experiences.”
“In this field, every challenge is an opportunity to innovate,” Rachel concludes. “Whether you’re in Singapore, New York, or anywhere else, stay curious, be bold in your ideas, and never lose sight of the human element.”
Meet Rachel
Rachel is the Senior Vice President at the Singapore Tourism Board’s (STB) Americas office, Singapore’s economic development agency for tourism offering enriching experiences to both visitors and locals through the constant enhancement of tourism offerings and building a competitive and sustainable industry.
Connect with her here.
