The Singapore Tourism Board (STB) and Messe Berlin formalized a Memorandum of Understanding (MoU) during InnoTrans Berlin 2026 to advance Messe Berlin’s presence in Singapore and the Asia Pacific region. The agreement, signed by STB chief executive Melissa Ow and Messe Berlin CEO Dr Mario Tobias, continues an 18-year partnership originating from the launch of ITB Asia in Singapore in 2008.
Strategic Collaboration and Current Events in Singapore
The MoU sets out collaboration in four key areas: Business Development; Digitalisation & Sustainability; Talent & Manpower Development; and Experience Development. Messe Berlin organizes four flagship events in Singapore, including ITB Asia, MICE Show Asia, Travel Tech Asia, and
Smart Health Asia. Notably, ITB Asia 2025 recorded over 60,000 business appointments, marking a 35% increase over the previous year, with 18,000 attendees and more than 1,500 quality buyers—a 7% rise from 2024. The first edition of Smart Health Asia attracted more than 3,200 participants.
Expansion Plans and Team Growth
Messe Berlin plans to broaden its portfolio in 2027 with new Asian editions of InnoTrans Asia, CMS Asia, and Smart Pharma Asia. These launches will increase the total number of events managed by Messe Berlin in the region to seven, covering sectors such as travel and tourism, healthcare, pharmaceuticals, mobility, and environmental solutions. The company’s
local team in Asia Pacific has almost tripled in size over the last decade and is expected to expand further as operations scale.
Significance of Singapore in Messe Berlin’s Asia Strategy
According to Melissa Ow, Singapore has served as Messe Berlin’s home in Asia Pacific, with the renewed partnership fostering innovation and expanded regional opportunities aligned with Singapore’s Tourism 2040 goal to triple MICE tourism receipts. Dr Mario Tobias highlighted that Singapore offers a world-class environment meeting international business event standards and forms a critical part of Messe Berlin’s global growth strategy. The MoU reinforces Messe Berlin’s sustained confidence in Singapore as a strategic hub in Asia Pacific.
