ASA elects Executive Committee members

The Association of Singapore Attractions (ASA) announced the election of Mr Kevin Cheong, Director at Sentosa 4D Magix, as new ASA Chairman.

ASA's new executive members convened at ASA’s 18th Annual General Meeting held at the Singapore Zoo on 18 June 2010, an ASA announcement said. Mr Kevin Cheong, Director at Sentosa 4D Magix, was elected the new Chairman.

The announcement said Executive Committee (Exco) members of ASA seek to strengthen the attraction industry’s brand and public image, improve talent management, and enhance visitor experience. The association’s new leadership team for the term 2010-2012 will also develop thought leadership and fresh ideas to boost visitorship and revenue at its member attractions.

A total of 10 committee members were elected as part of the constitutional process to allow change and renewal of leadership within ASA. They are Vice Chairman Fanny Lai of Singapore Zoological Gardens; Secretary-General Walter Lim of the National Heritage Board; Treasurer Simon Leong of Singapore Turf Club; Committee Members Chiang Zhan Xiang of Butterfly Park & Insect Kingdom Pte Ltd, Alexander Blyth of Flying Dragon Adventure Pte Ltd, Yong Poh Shin of Royal Selangor (S) Pte Ltd, Lim Suu Kuan of Sentosa Leisure Group, Lim Chin Tiong of Singapore Discovery Centre, and Tresnawati Prihadi of Singapore Philatelic Museum.

New ASA Chairman, Mr Kevin Cheong said, “My Exco colleagues and I are excited to herald a new chapter in the leadership of both the association and the industry. How ASA can best serve the interests of our members and stakeholders while strengthening its relevance and important to the industry. Aspiring to be more open and inclusive, we will keep track of emerging trends, instil greater dynamism, and raise the playing field for fellow attractions. We will also optimise the management of our resources and bring greater value to our members and the tourism and lifestyle sector.”

For its immediate plan, the new ASA Exco will focus on four key areas, namely, to strengthen its brand identity, marketing strategies and corporate communications; to improve internal operations to best serve its members as well as the industry; to increase revenue sources while generating more value added services; and to enhance the business operations of its members through developing collective programmes.

Prior to this ASA said it has identified several medium-term strategic initiatives that it will be championing at the national level, working in partnership with stakeholders like government agencies and other entities. These areas are: talent and HR standards development, knowledge resource development, attraction investor and owner interests, and affiliated industries and membership redefinition.