HKTB Wins World’s Leading MICE Event Inaugural IBTM Asia Pacific 2025 to be Staged in Hong Kong

The Hong Kong Tourism Board (HKTB) announced that Hong Kong has won IBTM, the world’s leading Meetings, Incentives, Conventions and Exhibitions (MICE) event brand, to organise its inaugural MICE trade show IBTM Asia Pacific 2025, in Spring 2025 in Hong Kong. The event is expected to attract more than 1,500 travel trade and MICE professionals from the Mainland, Southeast Asia, India, Japan, South Korea and other markets in the region, and long-haul markets. The event not only provides an ideal platform for Hong Kong, Mainland and overseas travel agents, hotels, MICE venues, attractions, airlines and other industry players to explore business opportunities, but also helps consolidate Hong Kong’s position as the World’s Meeting Place and facilitate the development of MICE tourism throughout the Asia-Pacific region.

Dr Pang Yiu-kai, HKTB Chairman, said, “IBTM’s decision to host its inaugural flagship trade show for the Asia Pacific region in Hong Kong is a strong testament to Hong Kong’s international standing and its unique role as a super-connector of the Greater Bay Area (GBA) by the global MICE industry. The event will not only bring more than 1,500 high-yield visitors from the global travel trade and MICE industry to Hong Kong but will also generate positive word-of-mouth with their personal experience. This, in turn, will help bring more MICE events to Hong Kong, creating unlimited business opportunities for Hong Kong.”

Vasyl Zhygalo, IBTM Portfolio Director, agreed that Hong Kong is an international MICE hub, “Hong Kong comes with various competitive edges, such as its diverse choice of venues, convenient transport facilities and the provision of comprehensive professional support. Geographically, it is well positioned as a gateway between the world and the Mainland, especially cities in the GBA, which makes the city the ideal host of IBTM Asia Pacific. I am confident that this exhibition will help MICE trade members in different markets establish contacts with each other and explore opportunities in the region.”

Showcasing Hong Kong's unique advantages with the trade

In order to bring this APAC flagship event to Hong Kong, the HKTB teamed up with the Travel Industry Council of Hong Kong, Hong Kong Hotels Association, Hong Kong Association of Amusement Parks and Attractions, and AsiaWorld-Expo to pitch to the organiser with Hong Kong’s latest tourism updates and 2 growth momentum, showcasing the city’s unique edges with the strong support of the Mainland while being closely connected to the world, as well as the city’s potential in developing multi-destination tourism in GBA.

All-round facilitation of event staging in Hong Kong

Meanwhile, the HKTB has provided various kinds of assistance to the organiser:

1. leading Hong Kong industry partners to participate in IBTM World 2023 and joint press conference with the organiser during the event to promote IBTM Asia Pacific 2025;

2. leveraging the additional funding allocated to the HKTB in this year's budget to provide financial support to the organiser. The government will also offer venue rental subsidies to the organiser through the new Incentive Scheme for Recurrent Exhibitions (ISRE);

3. coordinating with local MICE venues to identify suitable locations and dates;

4. setting up Hong Kong pavilion at IBTM Asia Pacific 2025 and organising a GBA-themed conference;

5. actively promoting and encouraging travel trade and MICE professionals to participate in IBTM Asia Pacific 2025 through the HKTB's overseas offices, with additional publicity efforts in mainland China;

6. maximising event exposure through various online and offline promotional channels to attract more participants; and

7. assisting the organiser in organising social programmes for IBTM Asia Pacific 2025 to leave participants' unforgettable memories in Hong Kong.

The HKTB will continue to win and bid for major MICE events to be staged in the city, and capitalise on Hong Kong's unrivalled business fundamentals, new opportunities, and diverse experiences to step up promotions and strengthen the city’s position as the World’s Meeting Place.