Messe Berlin Expands Singapore Portfolio to Seven Events

Signing of the MOU Singapore Tourism Board © Messe Berlin GmbH

Messe Berlin and the Singapore Tourism Board (STB) have signed a new Memorandum of Understanding (MOU) aimed at expanding the German organiser’s presence in Singapore and across the Asia-Pacific region, building on an 18-year partnership that began with the launch of ITB Asia in 2008.

Signed during InnoTrans Berlin 2026 by Melissa Ow, Chief Executive of the Singapore Tourism Board, and Dr Mario Tobias, Chief Executive Officer of Messe Berlin, the agreement establishes a framework for deeper cooperation across four areas: business development, digitalisation and sustainability, talent and manpower development, and experience development.

The partnership comes as Messe Berlin prepares for a significant expansion of its Singapore portfolio. The organiser currently stages four events in the city: ITB Asia, MICE Show Asia, Travel Tech Asia and Smart Health Asia. ITB Asia 2025 recorded more than 60,000 business appointments, a 35% year-on-year increase, alongside 18,000 attendees and more than 1,500 buyers, up 7% from 2024. Smart Health Asia, meanwhile, attracted more than 3,200 attendees at its inaugural edition.

From 2027, the portfolio will expand to seven events with the launch of three new Asian editions: InnoTrans Asia, CMS Asia and Smart Pharma Asia. The expanded portfolio will cover travel and tourism, healthcare, pharmaceuticals, mobility and environmental solutions.

The first of these new events, InnoTrans Asia, was announced in 2025 and will take place from 7 to 9 September 2027 at Singapore EXPO. The event will be the first Asian edition of Messe Berlin’s international transport technology trade fair and will focus specifically on the Asia-Pacific market, covering railway technology, railway infrastructure, public transport, interiors and tunnel construction.

Messe Berlin has positioned InnoTrans Asia as a complement to its biennial Berlin flagship rather than a replacement, with the Singapore edition intended to connect international industry players with fast-growing Asian markets. The company has pointed to rising investment in rail infrastructure and demand for transport technology, automation and sustainable mobility solutions across the region as drivers behind the expansion.

The move also builds on Messe Berlin’s longer-term establishment in Singapore. The company has maintained its Asia-Pacific headquarters in the city since 2007, with its local team having nearly tripled in size over the past decade. The latest agreement is expected to support further growth as Messe Berlin scales its regional operations.

For Singapore, the partnership aligns with the country’s wider strategy to grow the economic contribution of business events. The STB has set a Tourism 2040 target of tripling MICE tourism receipts, while continuing to position Singapore as a regional hub connecting international markets with Asia-Pacific industries.

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 new MOU will also see the two organisations explore opportunities in emerging sectors aligned with Singapore’s economic priorities. Alongside expanding Messe Berlin’s event portfolio, the partnership is intended to develop regional capabilities, create industry platforms and connect global markets through Singapore.

The agreement forms part of a wider pattern of international organisers using Singapore as a base for regional expansion. In May 2026, STB also announced a strategic partnership with Informa Group, while other international exhibition organisers have established or expanded regional operations in the city.

For Messe Berlin, the strategy gives its established brands a platform for regional adaptation while maintaining links with their European roots. InnoTrans Asia, for example, is being positioned as an Asia-Pacific complement to the Berlin edition, which remains the company’s global flagship for transport technology. The 2026 edition of InnoTrans in Berlin is taking place from 22 to 25 September and brings together decision-makers, industry specialists and technology companies from across the international mobility sector.

The result is a partnership that has evolved considerably since ITB Asia launched in Singapore in 2008: from a single travel trade event to a seven-event portfolio spanning tourism, meetings, healthcare, pharmaceuticals, mobility and environmental solutions.
 

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