The Singapore Tourism Board (STB) and Messe Berlin have signed a Memorandum of Understanding to deepen a long-running partnership covering business events in Singapore and Asia Pacific. The agreement was signed during InnoTrans Berlin 2026 by Melissa Ow, chief executive of STB, and Mario Tobias, chief executive officer of Messe Berlin.
The MOU builds on an 18-year relationship that began with the launch of ITB Asia in Singapore in 2008. STB said the collaboration has since expanded across multiple industries, supporting the development of international business events in the country.
Under the agreement, the two organisations will work together across four areas: business development, digitalisation and sustainability, talent and manpower development, and experience development.
Existing and upcoming events
Messe Berlin currently organises ITB Asia, MICE Show Asia, Travel Tech Asia and Smart Health Asia in Singapore. ITB Asia 2025 recorded over 60,000 business appointments, a 35% increase year-on-year, alongside 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 editions of InnoTrans Asia, CMS Asia and Smart Pharma Asia, bringing its total Singapore portfolio to seven events spanning travel and tourism, healthcare, pharmaceuticals, mobility and environmental solutions. The two organisations said they will continue exploring opportunities in emerging sectors aligned with Singapore’s economic priorities. Messe Berlin’s local team has nearly tripled in size over the past decade, with further growth expected as its regional operations scale.
Executives comment on the partnership
Ow described the significance of the long-standing relationship between the two organisations.
“Messe Berlin has been a valued partner and a testament to what is possible when two organisations share a common vision for excellence,” said Ow. “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.”
Tobias set out how the Singapore partnership fits into Messe Berlin’s wider international strategy.
“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,” said Tobias. “What began with ITB Asia has developed into a major pillar of Messe Berlin’s international growth strategy.”
