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 participation in the Asia Pacific Incentives and Meetings Event (AIME) in Melbourne.
The playbook, launched in October 2025, includes seven themes such as 'Cruise' and 'Empowerment,' offering over 200 ideas for incentive groups. HKTB is showcasing Hong Kong's appeal as a MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, highlighting its infrastructure, cultural diversity, and dining experiences. The event aims to strengthen business ties and increase visitor numbers from these regions.
Why It's Important?
The promotion of the Hong Kong Incentive Playbook 2.0 is significant for boosting Hong Kong's MICE tourism sector, which is crucial for the city's economic recovery post-pandemic. By targeting the Australian and New Zealand markets, HKTB aims to capitalize on the growing interest in Hong Kong as a business events destination. The initiative supports increased air connectivity and leverages Hong Kong's unique cultural offerings to attract more international visitors. This effort is expected to enhance Hong Kong's global competitiveness in the MICE industry, potentially leading to increased tourism revenue and economic growth.
What's Next?
Following the promotion at AIME, HKTB plans to continue engaging with potential buyers and partners to further solidify Hong Kong's position as a leading MICE destination. The board may organize additional events and collaborations to showcase Hong Kong's offerings. As travel restrictions ease, there could be a surge in MICE-related travel, benefiting local businesses and the hospitality sector. HKTB's ongoing efforts to enhance air connectivity and promote unique cultural experiences are likely to attract more international events, contributing to the city's long-term tourism strategy.
