Deutsche Messe AG and Singapore Tourism Board have signed a memorandum of understanding to establish its first Southeast Asian headquarters – Hannover Fairs Asia-Pacific Pte Ltd - in Singapore.

The new office will deepen Deutsche Messe’s presence in Asia Pacific, providing greater support and expanding their trade fairs in the region. It will also look at creating new events in the medium term.

L to R: Mr Andrew Phua, Director of Exhibitions and Conferences, STB; Ms Melissa Ow, Deputy Chief Executive, STB; Mr Keith Tan, Chief Executive, STB, Mr Wolfgang Pech, Senior Vice President, International Corporate Development, Deutsche Messe; Ms Katariina Rohrbach, Managing Director, Hannover Fairs Asia-Pacific Pte Ltd

“We aim to have a solid long-term foothold in the booming Southeast Asia region and market our existing portfolio here directly. Singapore’s geographical location and strong MICE ecosystem make it an ideal destination from which to expand our presence in the region. We are also confident that the country’s fundamentals as a key MICE hub and attractive business destination remain strong, and that the MICE industry here will continue to thrive,” explained Ms Katariina Rohrbach, Managing Director of the newly formed Deutsche Messe subsidiary Hannover Fairs Asia-Pacific Pte. Ltd.

Under the partnership, STB and Deutsche Messe will work together to develop and anchor new events in Singapore, reinforcing the country’s position as a Global-Asia node bridging markets in the East and West.

Mr Lim Kok Kiang, Assistant Managing Director, Singapore Economic Development Board said: “Since its inception in 2018, ITAP has become a key platform for the region’s manufacturing community to come together to discover the latest technologies, exchange best practices, establish partnerships and build networks. As ITAP continues to grow in prominence as the flagship manufacturing fair for Asia Pacific, we are confident that it will become a powerful platform in accelerating the adoption of Industry 4.0 technologies across the region.”