The Singapore Tourism Board (STB) and Messe Berlin have signed a Memorandum of Understanding (MoU), commiting to the continued growth of Messe Berlin’s presence in Singapore and Asia Pacific and supporting Singapore’s Tourism 2040 target of tripling MICE tourism receipts.
The MoU, signed during InnoTrans Berlin 2026 by Melissa Ow, STB chief executive and Dr Mario Tobias, CEO, Messe Berlin, builds on an 18-year partnership that began with the launch of ITB Asia in Singapore in 2008. The collaboration has since expanded across multiple industries, supporting the development of international business events in Singapore.
The memorandum provides for deeper collaboration across four strategic areas: Business Development; Digitalisation & Sustainability; Talent & Manpower Development; and Experience Development.
Messe Berlin currently organises ITB Asia, MICE Show Asia, Travel Tech Asia, and Smart Health Asia in Singapore. ITB Asia 2025 delivered its strongest performance yet, recording over 60,000 business appointments, a 35% increase year-on-year; 18,000 attendees, and more than 1,500 quality buyers, up 7% from 2024. Smart Health Asia drew over 3,200 attendees at its inaugural edition.
Messe Berlin’s portfolio is set to expand in 2027 with the inaugural Asian edition launches of InnoTrans Asia, CMS Asia and Smart Pharma Asia, bringing the total portfolio to seven events across travel and tourism, healthcare, pharmaceuticals, mobility, and environmental solutions.
The Messe Berlin local team has nearly tripled over the past decade and is expected to continue growing as its operations in the region scale.
Melissa Ow said: “Messe Berlin has been a valued partner and a testament to what is possible when two organisations share a common vision for excellence. We are proud that Singapore has been Messe Berlin’s home in Asia Pacific. We remain committed to supporting their growth and innovation, while connecting them to the full breadth of opportunities across this region. Together, we are shaping the future of business events in Asia Pacific, bringing us closer to realising our Tourism 2040 ambition and establishing Singapore as the world’s leading MICE destination.”
Dr Tobias, added: “Singapore has been Messe Berlin’s home in Asia Pacific for almost two decades, providing the world-class environment and standards that international business events demand. What began with ITB Asia has developed into a major pillar of Messe Berlin’s international growth strategy. This strategic partnership with the Singapore Tourism Board reflects our long-term confidence in Singapore.”
Photo shows Dirk Hoffmann, COO, Messe Berlin; Dr Mario Tobias, CEO, Messe Berlin, Melissa Ow, chief executive, STB and Ms Ong Huey Hong, assistant chief executive, Industry Development Group, STB.
