Deutsche Messe invests in Asia with regional headquarters, new shows

Deutsche Messe, one of the world’s leading exhibition organisers, has signed a memorandum of understanding (MoU) with the Singapore Tourism Board (STB) to establish an Asian headquarters in the city-state.

(From left) Hannover Fairs Asia-Pacific’s Katariina Rohrbach, STB’s Andrew Phua and SingEx Exhibitions’ James Boey agree to jointly develop and anchor new events in Singapore

Hannover Fairs Asia-Pacific will deepen Deutsche Messe’s presence in the region and support its plans to grow the number of trade fairs here.

“We aim to have a solid long-term foothold in the booming South-east 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 Katariina Rohrbach, managing director of Hannover Fairs Asia-Pacific.

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.

Keith Tan, STB CEO, said: “Their decision to open their regional headquarters in Singapore points to our standing as a natural base for international event organisers who want to deepen their presence in Asia. Singapore’s strong MICE industry ecosystem and its deep connections with Singapore’s key business sectors enable us to host some of Asia’s most impactful business events.”

Separately, STB, Deutsche Messe and SingEx have also reaffirm their commitment to organise Industrial Transformation Asia-Pacific (ITAP) in Singapore through a new MoU, which extends the agreement concluded three years ago.

ITAP is the Asian edition of the world’s largest manufacturing tradeshow, Hannover Messe, and is staged jointly by Deutsche Messe and SingEx.

Branded as a Hannover Messe Event, ITAP is an important market platform in the South-east Asia region, acting as a springboard for advanced manufacturing technologies that are vital to Singapore’s continued economic growth, and accelerating the pace of manufacturing-sector technology transformation in ASEAN countries.

ITAP 2019 attracted 23,000 attendees and 350 exhibitors from 30 countries, an increase from 15,000 attendees and 266 exhibitors from 23 countries in 2018.

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