HKTB Stages Annual MICE Familiarisation Trip Highlights Hong Kong’s World-Class Gastronomy for Global Industry Leaders

HKTB Stages Annual MICE Familiarisation Trip Highlights Hong Kong’s World-Class Gastronomy for Global Industry Leaders

Leverage The Hong Kong Wine & Dine Festival to Invite MICE Visitors to Experience the Charm of the Signature Event Firsthand

The Hong Kong Tourism Board (HKTB) is hosting its annual large-scale familiarisation trip for the Meetings, Incentives, Conventions and Exhibitions (MICE) sector, welcoming more than 80 trade representatives from nine markets to Hong Kong. Leveraging on the city’s flagship gastronomic event, the Hong Kong Wine & Dine Festival, HKTB curated a series of on-site experiences for MICE trade partners and visitors with a view to promoting the appeal and potential of Hong Kong’s “Mega Events + Tourism” through first-hand participation. Industry professionals from Chinese Mainland praised the Hong Kong Wine & Dine Festival for bringing together global culinary delights in one venue, which is highly appealing to MICE visitors, especially the younger generation. Representatives from Thailand also appreciated Hong Kong’s diverse cruise itineraries, noting that they help enrich the offerings of MICE travel products.

Over 80 MICE Industry Leaders from Asia-Pacific Experience the City’s Premier Culinary Celebration

From 22 to 27 October (Wednesday to Monday), HKTB held its annual MICE familiarisation trip, which attracted more than 80 trade representatives from the Chinese Mainland, India, South Korea, Thailand, Indonesia, Malaysia, Singapore, Vietnam and the Philippines. Participants explored Hong Kong’s latest MICE offerings, discovering new business opportunities and strengthening partnerships across the region.

Capitalising on the momentum of the city’s signature Hong Kong Wine & Dine Festival, HKTB hosted the “Toast to Success: Hong Kong Top Travel Agents Celebration & Gala Dinner” on 25 October. The evening brought together overseas MICE professionals to appreciate the festival’s vibrant 2 atmosphere while enjoying a Cantonese gourmet menu specially crafted by celebrity chefs with wine pairing, allowing the guest to experience Hong Kong’s charm as a “City of Gastronomy” and its event appeal.

Jennifer Ma, Executive President of Grand China MICE Holdings Co. Ltd., remarked that corporate groups from Chinese Mainland place particular importance on food, making the Hong Kong Wine & Dine Festival highly attractive to them. The event brings together all kinds of gourmet food and fine wine in one venue, featuring delicacies not only from Chinese Mainland but also cuisines from around the world. Participants can enjoy wine, and the format of the event allows them to deeply experience a sense of integration with local Hong Kong life. It also offers a cultural experience that blends East and West. “This kind of opportunity is especially popular among many young people in Chinese enterprises”, she noted. She added that the visit to Hong Kong provided insights into many new tourism resources, such as events and venues, which will help Chinese Mainland enterprises better plan future MICE travel activities to Hong Kong.

	The gala dinner also honoured the industry’s contributions to promoting Hong Kong as a leading MICE destination. HKTB expressed its commitment to deepening collaborations with trade partners and encouraged them to continue to promote the city’s diverse tourism assets and mega events, helping attract more corporate MICE events and highvalue-added visitors to Hong Kong.
(Photo above: Financial Secretary Mr. Paul Chan attended the gala dinner and delivered a speech.)

“Hong Kong Incentive Playbook” Upgraded to Unlock New Possibilities for MICE Visitors

Launched last year, HKTB’s “Hong Kong Incentive Playbook” highlights experience-driven activities under five themes, deepening the trade partners’ understanding in Hong Kong’s rich MICE tourism assets and offering event organisers diverse and flexible itinerary options. This year, the guide 3 has been upgraded with fresh content, covering more than 200 experiences including new themes of “Cruise” and “Empowerment”. In addition to the existing five themes — Arts & Culture, Wellness & Nature, Neighbourhoods, Nightlife & Parties, and Hong Kong Signatures — new activities such as fencing, billiards, world-class auction house tours, movie set exhibitions, and temple tours have been added. These enhancements further strengthen Hong Kong’s position as the preferred MICE destination in Asia, offering even more tailored itinerary options.

On Friday (24 October), HKTB held the trade briefing for “Hong Kong Incentive Playbook 2.0 – New Discovery”, where MICE representatives from the Chinese Mainland and overseas met with local industry partners to exchange ideas, foster collaboration and explore new business opportunities.

Ornnichcha Chomraka of Bonus Travel, Thailand said that the Hong Kong Wine & Dine Festival, held in late October, coincides with public holidays in Thailand, making it an ideal time for Thai food lovers to visit Hong Kong and enjoy the experience. She also observed a growing interest among companies in cruise tourism products. Many cruises operating out of Hong Kong include itineraries that visit other countries and regions, which helps her company expand and enrich its MICE travel offerings — for example, combining a two-day Hong Kong land itinerary with a cruise voyage.

She also praised the HKTB’s “Hong Kong MICE Guide,” which helps industry professionals design premium experiences for corporate clients. Whether for automotive, insurance, or pharmaceutical companies, the guide’s curated Hong Kong experiences cater to the diverse needs of different corporate clients.

“Hong Kong Incentive Playbook” Website: https://www.mehongkong.com/hkincentiveplaybook/eng/index.html

HKTB Distributes 3,000 Admission Tickets to Inbound MICE Visitors

Coinciding with the Hong Kong Wine & Dine Festival, Hong Kong was also hosting a series of international conferences and exhibitions, including the Hong Kong Arbitration Week 2025, the International Conference of Legal Regulators 2025, the IATA World Sustainability Symposium 2025, iFX EXPO Asia 2025, The Mega Show Hong Kong 2025 (Part 2) and the Global Sources Hong Kong Show. To encourage visiting delegates to participate in Hong Kong’s world-class events beyond their business itineraries, HKTB distributed about 3,000 Wine & Dine Festival admission passes to overseas business visitors attending these events. The initiative promoted the concept of “bleisure” — combining business and leisure travel — and inspired participants to extend their stay and enjoy a taste of Hong Kong’s vibrant dining scene.