What's Happening?
The Hong Kong Tourism Board (HKTB) is actively promoting its Hong Kong Incentive Playbook 2.0 to the Australian and New Zealand markets. This initiative is part of their largest delegation since 2013 at the Asia
Pacific Incentives and Meetings Event (AIME) scheduled from February 9 to 11, 2026, in Melbourne. The playbook, launched in October 2025, includes seven key themes such as 'Cruise', 'Empowerment', 'Arts & Culture', 'Wellness & Nature', 'Neighbourhoods', 'Nightlife & Parties', and 'Hong Kong Signatures'. It offers over 200 unique ideas aimed at inspiring and rewarding incentive groups with immersive experiences in Hong Kong. HKTB is bringing a team of 29 Hong Kong MICE (Meetings, Incentives, Conferences, and Exhibitions) partners to the event, including major airlines, venues, attractions, and hotels. The initiative is designed to capitalize on the 10% year-on-year increase in visitors from Australia and New Zealand traveling to Hong Kong for MICE purposes.
Why It's Important?
This promotion is significant as it aims to strengthen Hong Kong's position as a premier destination for business events and incentives, particularly from the Australian and New Zealand markets. The increased air connections and the comprehensive offerings of the Incentive Playbook 2.0 are expected to boost tourism and business travel, contributing to Hong Kong's economic recovery and growth in the MICE sector. The initiative highlights Hong Kong's state-of-the-art infrastructure and unique cultural experiences, making it an attractive destination for international business events. This could lead to increased economic activity and partnerships between Hong Kong and these markets, benefiting airlines, hotels, and local businesses.
What's Next?
The HKTB will continue to engage with potential buyers and partners during the AIME event, showcasing Hong Kong's offerings through curated sessions and cultural performances. The increased interest and inquiries from Australia and New Zealand suggest a positive outlook for future collaborations and travel arrangements. The HKTB's efforts to enhance air connectivity and promote Hong Kong's unique experiences are likely to result in sustained growth in the MICE sector. Future initiatives may focus on expanding the playbook's reach to other international markets, further solidifying Hong Kong's status as a leading destination for business events.
