Singapore Tourism Board and Messe Berlin Strengthen Asia Pacific Partnership

Montag, 28.09.2026

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The Singapore Tourism Board and Messe Berlin have signed a Memorandum of Understanding to expand their collaboration in Singapore and Asia Pacific. The partnership builds on 18 years of cooperation and supports the development of international business events in the region.

Four representatives from Messe Berlin and the Singapore Tourism Board seated at a table smiling during a MOU signing ceremony in front of a blue branded backdrop.

Mr Dirk Hoffmann, Chief Operating Officer, Messe Berlin, Dr Mario Tobias, Chief Executive Officer, Messe Berlin, Ms Melissa Ow, Chief Executive, Singapore Tourism Board and Ms Ong Huey Hong, Assistant Chief Executive, Industry Development Group, Singapore Tourism Board at the MOU Signing Ceremony. Picture: Messe Berlin

Signed during InnoTrans Berlin 2026 by STB Chief Executive Melissa Ow and Messe Berlin CEO Dr Mario Tobias, the agreement focuses on four areas: business development, digitalisation and sustainability, talent and 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 recorded more than 60,000 business appointments and 18,000 attendees, while the inaugural Smart Health Asia attracted more than 3,200 attendees.

Messe Berlin expands event portfolio in Singapore

Messe Berlin’s Singapore portfolio is set to grow to seven events in 2027 with the launches of InnoTrans Asia, CMS Asia and Smart Pharma Asia. The events will cover travel and tourism, healthcare, pharmaceuticals, mobility and environmental solutions. Both organisations will also explore opportunities in emerging sectors aligned with Singapore’s economic priorities. The local Messe Berlin team has nearly tripled over the past decade and is expected to continue growing as regional operations expand. The partnership aims to combine Messe Berlin’s international event portfolio and industry networks with Singapore’s position as a business and innovation hub and contribute to the country’s Tourism 2040 ambition to triple MICE tourism receipts.

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