Published on
February 2, 2026
In a bold move to boost its profile within the Asia Pacific incentive, meetings, and events (MICE) sector, Hong Kong is gearing up to attend the Asia Pacific Incentives and Meetings Event (AIME) 2026 with its largest delegation since 2013. The Hong Kong Tourism Board (HKTB) is set to lead a team of 29 MICE partners, showcasing the vibrant destination to the Australia and New Zealand markets. This comes as Hong Kong continues to position itself as a premier hub for business events and incentive travel.
Hong Kong Incentive Playbook 2.0 will be the focal point of the delegation’s efforts at AIME. Launched in October 2025, this comprehensive guide highlights over 200 distinct and authentic ideas aimed at inspiring incentive groups and enriching their experiences in Hong Kong. The playbook’s themes are carefully curated to appeal to a wide range of interests, including “Cruise”, “Empowerment”, “Arts & Culture”, “Wellness & Nature”, “Neighbourhoods”, “Nightlife & Parties”, and “Hong Kong Signatures”. This revamped guide is part of Hong Kong’s strategy to tap into the growing demand for incentive travel and to further solidify its place as a key player in the global MICE market.
Expanding Connections and Opportunities in Australia and New Zealand
As the demand for MICE-related travel from Australia and New Zealand continues to rise, AIME provides an invaluable platform for Hong Kong to maintain its momentum in this critical market. According to Karen Macmillan, the HKTB’s Director for Australia, New Zealand & South Pacific, the number of visitors from these regions traveling to Hong Kong for MICE purposes has grown by 10% year-on-year, reflecting a broader increase in visitation across all sectors.
In addition to HKTB’s participation, a diverse array of Hong Kong’s MICE partners will be present at AIME, further enhancing the appeal of the destination. The delegation will include representatives from top-tier airlines like Cathay Pacific and Hong Kong Airlines, as well as renowned venues and attractions such as Ocean Park Hong Kong and the M+ Museum. Alongside these attractions, 15 of Hong Kong’s finest hotels, including the award-winning Rosewood Hong Kong, will be on hand to showcase the city’s hospitality excellence.
The timing is perfect for Hong Kong, with direct flight connections to Sydney, Melbourne, Brisbane, Adelaide, Perth, Auckland, and Christchurch making the city more accessible than ever for Australian and New Zealand travelers. This expanded air connectivity, combined with Hong Kong’s unique blend of East-meets-West culture, modern infrastructure, and world-class dining options, is driving increasing interest from both meeting planners and incentive groups.
AIME 2026: Hong Kong’s Bold Moves
AIME 2026 is shaping up to be an exciting occasion for the Hong Kong delegation, which will not only exhibit its diverse offerings but also sponsor the hosted buyers’ lunch. During this exclusive event on Tuesday, February 10, guests will have the opportunity to sample Hong Kong-inspired culinary delights, along with a spectacular Lion Dance performance—a hallmark of Hong Kong’s rich cultural heritage. In addition, afternoon drinks at AIME will provide a relaxed setting for further showcasing the gastronomic charms of the city.
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For Karen Prideaux, the head of Hong Kong’s MICE and trade team in Sydney, the increase in inquiries from the Australian and New Zealand markets signals a strong future for Hong Kong’s business events sector. According to Prideaux, the combination of state-of-the-art infrastructure, unique cultural offerings, and elevated culinary experiences has made Hong Kong an increasingly attractive option for incentive travel and events.
A Star-Studded Line-Up of Hong Kong’s MICE Partners
Hong Kong’s presence at AIME 2026 will be bolstered by a robust list of MICE partners who will showcase their offerings to event planners and buyers. These include:
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Airlines:
- Cathay Pacific
- Hong Kong Airlines
Hotels:
- Harbour Plaza Hotels & Resorts
- InterContinental Grand Stanford Hong Kong
- JW Marriott Hotel Hong Kong
- Mandarin Oriental Hong Kong
- Rosewood Hong Kong (ranked No. 1 in the ‘World’s 50 Best Hotels 2025’)
Attractions:
- Ocean Park Hong Kong
- The Peak Tram & The Peak Tower
- M+ Museum
- Lamma Fisherfolk’s Village
Venues:
- AsiaWorld-Expo Management Limited
- West Kowloon Cultural District Authority
DMCs (Destination Management Companies):
- ATI Travel
- Destination Asia Hong Kong
- Crown DMC Co. Ltd.
These partners represent the best of Hong Kong’s luxury hospitality, cultural attractions, and event venues, which have made the city a top choice for international incentive travel.
Hong Kong’s MICE Future Looks Bright
The MICE sector in Hong Kong is poised for continued growth, with the city’s efforts to diversify and expand its business events offerings paying off. Hong Kong’s diverse range of venues, unique attractions, and culturally rich experiences is becoming increasingly attractive to global event planners, especially in the Asia-Pacific region. The city’s strategic position as a gateway between East and West, combined with its robust infrastructure and elevated service standards, provides the perfect environment for hosting large-scale business events and incentive programs.
Conclusion
Hong Kong’s decision to send its largest delegation to AIME 2026 signals its determination to continue its dominance in the MICE market. The launch of the Hong Kong Incentive Playbook 2.0, along with the increased demand from Australia and New Zealand, highlights the city’s growing appeal as a premier business events destination. With cutting-edge infrastructure, world-class hospitality options, and a rich cultural heritage, Hong Kong remains a highly attractive destination for incentive groups and business travelers alike. As air connections between Hong Kong and key markets strengthen, the future of Hong Kong’s MICE sector looks brighter than ever before.
