Deutsche Messe, one of the world’s leading exhibition organisers, and Singapore Tourism Board (STB) have signed a memorandum of understanding (MoU) to establish its first Southeast Asian headquarters – Hannover Fairs Asia-Pacific in Singapore.
The new office will deepen its 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.
“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,” said Katariina Rohrbach, managing director of the newly formed Deutsche Messe subsidiary 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.
“Deutsche Messe’s decision to open regional headquarters in Singapore points to our standing as a natural base for international event organisers. Singapore’s strong MICE industry ecosystem and its deep connections with the key business sectors enable us to host some of Asia’s most impactful business events. We look forward to working with them to create and grow new best-in-class events in Singapore,” said Keith Tan, chief executive of STB.