Reimagining tourism with lessons from NTU

By Vivien Yap

Now a Regional General Manager of Klook overseeing three ASEAN markets, Sarah Wan first discovered her passion for tourism at NTU and has since applied her storytelling skills to market destinations.

Klook is an online travel and experiences booking platform with operations in over 100 countries and has been instrumental in putting Singapore on the world map as a leading attractions and entertainment hub.

Sarah at the launch of Klook’s “The Best You” campaign in Malaysia earlier this year. (Photo: Sarah Wan)

During her time as a student in NTU Wee Kim Wee School of Communication and Information (WKWSCI), an advertising module took her halfway across the world to Turkey.

“We were split into teams and were responsible for creating campaigns for the Turkey tourism board,” the 35-year-old recalls.

That assignment, based on a real-world brief, made her realise how marketing could shape perceptions of a country and its culture. 

Sarah (fourth from left) with her batchmates and professors Dr Ernan Paragas (first from left) and Professor May Oo Lwin (second from left) in Turkey during an overseas advertising module. (Photo: Sarah Wan)

Beyond the overseas opportunity, the breadth of her school curriculum ensured that Sarah was well-equipped to start her career.

“We were taught to do almost everything – from videos to writing to campaigns. I learnt to adapt quickly, and this flexibility has followed me throughout my career," said Sarah, who graduated from NTU in 2013. 

Sarah took on her current role in 2021 during the pandemic. “I was very resistant at first,” she admits. “I had always wanted to focus on marketing. But with borders closed, I eventually agreed to take on this role which involved business strategy and negotiations, things I never imagined myself doing.”

Today, she wouldn’t trade that experience for anything else: “No career path is linear and sometimes the detours teach you the most.”

While her career path has changed, Sarah’s passion in communications remains. Her favourite part of the job is bringing creative campaigns and ideas to life, echoing her earliest days on the job. 

Riding the rollercoaster at work

“When I first joined the company in 2017 as Singapore’s marketing lead, it felt like being in a rocket ship,” Sarah reminisces. “The startup was growing so quickly. We would come up with campaigns and execute them quickly.”

When the pandemic hit in 2020, the company’s revenue plummeted into the negatives due to the large amount of refunds given out daily.

Despite the challenges, Sarah led her team to adapt quickly and experimented with new ways to drive revenue.

The travel platform shifted its focus towards domestic tourism, promoting local experiences and giving Singaporeans a new taste of home. The company also supported national initiatives like the SingapoRediscovers Vouchers, helping sustain domestic demand while borders were closed.

“We started Klook Home and sold home-based experiences such as bubble tea kits you could make yourself. At one point, we even sold durians on live stream. Imagine a travel platform selling durians,” she quips. 

Klook’s homepage promoting a range of stay-at-home activities as part of Klook Home during the pandemic. (Photo: Klook)

“I am proud that we played a part in keeping Singapore’s tourism ecosystem alive. Looking back, that period forced me to rethink what travel meant. It wasn’t just about hopping on a plane, it was about discovering something new, even if it meant being close to home,” says Sarah. 

Sarah (first row, third from left) at 2024’s Klook Partner Awards where Klook also celebrated its 10^th year anniversary. (Photo: Sarah Wan)

Redefining tourism with experiential travel

One of Sarah’s favourite marketing activations was a recent campaign promoting New Bahru, a retrofitted lifestyle quarter in Singapore’s city centre. Klook curated experiences that catered to two different visitor profiles - from coffee-tasting sessions for those seeking stillness to art jamming and creative photo spots for those drawn to self-expression.

She said: “We put up mirrors with playful Gen Z lingo to encourage photo-taking. Honestly, I didn’t understand half of what was on the mirrors, but they resonated with the younger people, and that was what mattered.”

As tourism continues to grow in Singapore, Sarah hopes to showcase more of her home’s hidden gems.

“I love nature hikes at places like Sungei Buloh, or pottery at the Thow Kwang Pottery Jungle. These experiences show a different side of Singapore beyond the city skyline. I want travellers to discover more authentic layers of Singapore’s culture,” she remarks.

Beyond Singapore, Sarah continues to champion experiential travel across the region with the success of Klook Travel Fest 2024.

Unlike traditional travel fairs that centre on group packages, the Klook Travel Fest was designed for people who seek authentic travel experiences – promoting unique and offbeat experiences abroad as well as personal travel recommendations by seasoned travellers.

The festival attracted large crowds in its two-day run and building on its success in Singapore, Sarah is leading the expansion of the travel fair concept into Malaysia and Indonesia this year.

Giving back by sharing industry expertise

As she grows her career in the travel industry, Sarah gives back to her alma mater as a member of the WKWSCI Advisory Board.

“The Board wants to help bridge the gap between industry and education by sharing latest industry trends with current students,” she shares.

One example is coaching students the impact of AI on content creation and marketing campaigns. These professional insights help the school curriculum stay relevant for incoming undergraduates. 

Sarah (second row, seventh from left) and her juniors from Wee Kim Wee School of Communication and Information during a Klook office visit for a school module (Photo: Sarah Wan)

Sarah is also proud to see many NTU alumni in the industry. “My communication juniors are naturally curious. They are always asking what makes things tick. That curiosity will drive them to do well.”

She advises young graduates to stay open-minded. “Sometimes you’ll be doing things for the first time with no playbook, and that’s when growth happens,” says Sarah, harkening back to her own journey.