The Hong Kong Tourism Board (HKTB) has entered into a three-year Memorandum of Understanding (MoU) with Informa Markets, one of the world’s leading trade exhibition organisers, to strengthen Hong Kong’s position as a premier global MICE destination.
Under the strategic partnership, both organisations will introduce a portfolio of internationally recognised premium exhibition intellectual properties (IPs) to Hong Kong through the global exhibition platform, The Festival of Connoisseurs (TFOC).
The collaboration will also debut Asia’s first-ever “city-as-your-showroom” concept, transforming Hong Kong itself into an immersive exhibition experience. The initiative aims to attract high-value international visitors while showcasing the city’s strengths in business events, lifestyle experiences, and global connectivity.
Through this partnership, Hong Kong further reinforces its reputation as “the World’s Meeting Place” by bringing together globally influential events, industry leaders, and premium business opportunities under one dynamic platform.
Dr. Peter Lam, HKTB Chairman, said, “This partnership is of great significance. It not only elevates Hong Kong’s position as a premier global destination for high-end MICE tourism, but also affirms the city’s vital role as a ‘super-connector’ and a ‘super value-adder’ between the Chinese Mainland and the world. At the same time, the collaboration drives the development of Hong Kong’s high-end tourism market and helps attract more international brands and high-value visitors to the city. We would like to take this opportunity to thank the Tourism Commission, our trade partners and stakeholders for their unwavering support as we work hand in hand to advance Hong Kong’s journey as the World’s Meeting Place.”
Ms. Margaret Ma Connolly, President & CEO, Informa Markets Asia, said, “Hong Kong has been at the heart of Informa’s story in Asia for over three decades. In that time, we have grown alongside this city — through its transformations, its resilience, and its continued reinvention as one of most influential business destinations in the world. The decision to launch The Festival of Connoisseurs here is not simply a commercial one. It is a profound statement of conviction. We believe Hong Kong stands as the sovereign gateway between the world’s second largest economy and the global stage, where the Eastern prosperity meets the Western artistry. By bringing together the resources, know-how and expertise of Informa’s global luxury portfolio — from the world’s most prestigious boat shows to the finest Jewellery fairs, from the exclusive private aviation platforms in Dubai to the spectacular supercar showcases in Monaco — and anchoring them here in Hong Kong, we are establishing Asia’s definitive luxury show platform for the long term.”
Under the three-year MoU, the HKTB and Informa Markets will work together to position Hong Kong as the host city of TFOC from 2026 to 2028, and will develop the event into an annual flagship MICE event while progressively expanding its scale and international reach. Departing from traditional exhibition formats, TFOC will adopt the “city-as-your-showroom” concept, a first in Asia, extending beyond a single venue to span multiple landmarks and signature locations across Hong Kong, showcasing the city’s distinctive charm and diversity. TFOC will cover prestige sectors including supercars, yachts, haute jewellery and horology, premium travel, masterpieces of art, iconic luxury properties, private aviation, fine dining and rare spirits, as well as wellness services and products. In addition to serving professional buyers across various sectors, the “city-as-your-showroom” approach also engages high-yield tourism segments and the general public (B2B2C), offering a fresh and elevated travel experience.
Furthermore, the HKTB plans to participate in five of Informa Markets’ major international high-end exhibitions in collaboration with TFOC: the globally renowned Monaco Yacht Show; the Palm Beach International Boat Show; the Fort Lauderdale International Boat Show; Jewellery Arabia, the Gulf Cooperation Council region’s leading haute jewellery and horology show; as well as Top Marques Monaco, which will be staged in Asia for the first time by extending to Hong Kong. Collectively, they will further promote Hong Kong’s strengths in MICE tourism to global audiences.
