The Singapore Tourism Board (STB) and Messe Berlin have signed a Memorandum of Understanding (MOU) to bolster Messe Berlin’s presence in Singapore and the Asia Pacific region. This agreement, signed during InnoTrans Berlin 2026, aims to strengthen Singapore’s position as a leading global MICE (Meetings, Incentives, Conferences, and Exhibitions) destination and supports Singapore’s Tourism 2040 target of tripling MICE tourism receipts.
The partnership, which began in 2008 with the launch of ITB Asia in Singapore, has expanded across multiple industries, enhancing international business events in the city-state. Under the new MOU, STB and Messe Berlin will focus on four strategic areas: business development, digitalisation and sustainability, talent and manpower development, and experience development.
Messe Berlin currently organises several key events in Singapore, including ITB Asia, MICE Show Asia, Travel Tech Asia, and Smart Health Asia. ITB Asia 2025 saw a record-breaking performance with over 60,000 business appointments and 18,000 attendees. The portfolio is set to expand further in 2027 with the introduction of InnoTrans Asia, CMS Asia, and Smart Pharma Asia.
Melissa Ow, Chief Executive of STB, remarked, “Messe Berlin has been a valued partner and a testament to what is possible when two organisations share a common vision for excellence.” Dr Mario Tobias, CEO of Messe Berlin, added, “This strategic partnership with the Singapore Tourism Board reflects our long-term confidence in Singapore as a key regional hub.”
The MOU signifies a long-term commitment to enhance Singapore’s status as a global MICE hub, leveraging Messe Berlin’s international portfolio and Singapore’s strengths as a business and innovation centre.
