Hong Kong Tourism Board Merges Business Events with Premier Gastronomy at Wine & Dine Festival...Click to Read More >>➤

The Hong Kong Tourism Board (HKTB) is strategically blending the city’s vibrant mega events with lucrative business tourism opportunities. During the annual Hong Kong Wine & Dine Festival, held from October 23 to 26, 2025, the HKTB rolled out initiatives to cement Hong Kong’s status as a world-class destination for both business and leisure.

The festival’s theme, “REMIX. BEST OF ALL WORLDS,” provided the perfect backdrop. The HKTB invited convention visitors and top travel agents from nine key markets to experience the city’s offerings firsthand. This move aims to drive high-yield MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—by showcasing unique, immersive experiences.

MICE Meets Gastronomy: A Celebration for Top Travel Agents

The HKTB hosted over 80 leading travel agents from markets including the Chinese Mainland, India, South Korea, and Southeast Asian nations. The guests participated in a familiarization trip from October 22 to 27, sampling new incentive products.

A highlight was the “Toast to Success: Hong Kong Top Travel Agents Celebration & Gala Dinner.” This prestigious event honored agents for their role in promoting Hong Kong. Attendees enjoyed an exquisite Cantonese dinner crafted by five master chefs, underscoring the city’s dual appeal as a global gastronomic hub and a MICE powerhouse.

Jennifer Ma, Executive President of Grand China MICE Holdings Co. Ltd., noted the festival’s strong pull for corporate groups from the Chinese Mainland. She emphasized that the event’s format offers a deep integration with local Hong Kong life and a unique East-meets-West cultural experience. “This kind of opportunity is especially popular among many young people in Chinese enterprises,” she stated. Ma also highlighted the value of the updated Hong Kong Incentive Playbook 2.0 in providing fresh insights for planning future MICE travel.

Launching the Hong Kong Incentive Playbook 2.0

Capitalizing on the festival’s energy, the HKTB officially launched the “Hong Kong Incentive Playbook 2.0: New Discovery Product Update” on October 24. The event gathered nearly 300 agents and industry partners at the Ocean Park Marriott Hotel.

This upgraded playbook builds on the success of the first edition. It introduces over 200 new experiences designed to immerse MICE travellers in local culture. New activities range from fencing workshops and billiard masterclasses to tours of grand auction houses and iconic movie sets.

Two new themes—”Cruise” and “Empowerment”—broaden itinerary possibilities. These themes blend team-building with personal enrichment, even taking the excitement to the waters of Victoria Harbour. Select ideas from the playbook were featured during the mega familiarization trip, giving agents a sneak peek.

Ornnichcha Chomraka of Thailand’s Bonus Travel observed that the festival’s timing aligns with Thai public holidays, making it ideal for food-loving travellers. She also noted growing corporate interest in cruise tourism. Combining a Hong Kong land itinerary with a cruise voyage, she said, helps enrich her company’s MICE travel offerings.

Extending Stays with Festival Allure

The HKTB also leveraged the festival to enhance the stay of business visitors. Thousands of convention and exhibition attendees from six different business events were invited to join the festivities. These events spanned crucial sectors like legal services, aviation, and financial services.

The vibrant appeal of the Hong Kong Wine & Dine Festival served as a powerful incentive for overseas participants to extend their stays. This strategy successfully encourages visitors to explore Hong Kong more thoroughly, maximizing the economic impact of their trips. The HKTB’s integrated approach demonstrates how mega events can directly boost high-yield MICE tourism, solidifying Hong Kong’s position on the global stage.