The Singapore Tourism Board (STB) and Messe Berlin signed a Memorandum of Understanding (MOU), reinforcing their shared commitment to the continued growth of Messe Berlin’s presence in Singapore and Asia Pacific, strengthening Singapore’s position as a leading global MICE destination and supporting Singapore’s Tourism 2040 target of tripling MICE tourism receipts.
The MOU, signed during InnoTrans Berlin 2026 by Ms Melissa Ow, Chief Executive, Singapore Tourism Board, and Dr Mario Tobias, Chief Executive Officer, Messe Berlin, builds on an 18-year partnership that began with the launch of ITB Asia in Singapore in 2008. Since then, the collaboration has expanded across multiple industries, supporting the development of international business events in Singapore.
Under the MOU, STB and Messe Berlin will deepen 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 significantly in 2027 with the previously announced 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. In addition to the expansion and internationalisation of the current portfolio, Messe Berlin and STB will continue to explore new opportunities in emerging sectors aligned with Singapore’s economic priorities. This growing commitment to Singapore is also reflected in the significant growth of Messe Berlin’s local team, which has nearly tripled over the past decade and is expected to continue growing as its operations in the region scale.
Ms Melissa Ow, Chief Executive, Singapore Tourism Board, 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 Mario Tobias, Chief Executive Officer, Messe Berlin, said:
“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 as a key regional hub and our shared ambition to create globally recognised business event brands that connect industries, drive innovation, and facilitate international trade across Asia Pacific.”
The MOU reflects a shared commitment by STB and Messe Berlin to anchor a deeper, long-term partnership in Singapore, one that supports Messe Berlin’s continued growth in Asia Pacific while contributing to Singapore’s development as a global MICE hub. By bringing together Messe Berlin’s international portfolio and industry networks with Singapore’s strengths as a business and innovation hub, the partnership will create new opportunities to develop regional capabilities, build industry platforms, and connect global markets through Singapore.
Source: Messe Berlin
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