In this episode of Travel Chapters with Tripadvisor, we chat to writer and storyteller Ash Jurberg, who has visited 110 countries and built a career on capturing the human side of travel. Ash shares how he finds “the story within the story” on his adventures, capturing sensory details and spontaneous encounters to remind us that the best travel writing is rooted in empathy and authenticity. He explains why Tripadvisor forums are more valuable for trip research than AI, and what getting lost while drunk in Mongolia can teach you about human connection and immersive experiences.

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How do you reposition a nation from a stopover to a destination that travellers genuinely connect with?

In this episode, our host Scott Wegener, Head of Asia Pacific at Tripadvisor, sits down with Kenneth Lim, CMO at Singapore Tourism Board. Kenneth leads the charge in shaping Singapore’s destination narrative, deepening customer insights and investing in marketing innovation to keep Singapore top of mind.

Kenneth discusses what it takes to move beyond visitor growth and build quality tourism by attracting travellers who engage with Singapore’s culture, experiences and identity.

The conversation also explores the growing importance of:

• Events tourism as a driver of inbound travel

• Experiential travel and the rise of curated, story-driven experiences

• Cultural and social sustainability, preserving Singapore’s multicultural roots while avoiding overtourism.

Listen in to discover how destination marketing is being reimagined and what it means for the future of global travel.

What drives our love for travel—and how are those motivations changing in real time?

Hosted by Scott Wegener from Tripadvisor, Travel Chapters is a podcast that explores the decisions, data, and human stories shaping the future of travel. Each episode features conversations with leaders and innovators across tourism and hospitality, unpacking evolving traveler behavior, emerging trends, and the strategies helping destinations grow.

Grounded in Tripadvisor’s global insights and brought to life through honest, hopeful conversations, Travel Chapters goes beyond the numbers to uncover the emotional moments—resilience, creativity, and connection—that make travel meaningful.

If you’re curious about where travel is heading and the stories behind the world’s most impactful experiences, you’re in the right place.