Hong Kong is making a decisive statement about its ambitions in the global meetings, incentives, conferences, and exhibitions (MICE) industry as it prepares to attend AIME 2026 with its largest delegation since 2013. Led by the Hong Kong Tourism Board, the city will present a powerful showcase of its business events ecosystem to the Australia and New Zealand markets, reaffirming its position as one of Asia’s most competitive MICE destinations.
The Asia Pacific Incentives and Meetings Event, widely regarded as one of the region’s most influential trade platforms, comes at a strategic moment for Hong Kong. As corporate travel and incentive programs continue their recovery and evolution, destinations that combine connectivity, infrastructure, culture, and innovation are gaining renewed attention. Hong Kong’s participation at AIME 2026 reflects a clear intent to capture this momentum.
Record Delegation Signals Market Confidence
For the 2026 edition, Hong Kong will be represented by a delegation of 29 MICE partners, forming its most extensive presence at AIME in more than a decade. This scale underlines strong confidence in demand from Australia and New Zealand, two markets that have shown steady growth in outbound business events travel to Hong Kong.
The delegation includes airlines, hotels, venues, attractions, and destination management companies, presenting a unified message that Hong Kong is fully open, highly connected, and ready to deliver complex, high-value incentive and meetings programs. This coordinated approach allows buyers to engage directly with the full spectrum of services required to design and deliver large-scale events.
Incentive Playbook 2.0 Takes Centre Stage
A central highlight of Hong Kong’s presence at AIME 2026 is the promotion of the Hong Kong Incentive Playbook 2.0. Introduced in late 2025, the updated playbook features more than 200 curated ideas designed to inspire incentive planners seeking fresh, immersive, and meaningful experiences.
The playbook is structured around themes such as cruise-based incentives, empowerment-focused programs, arts and culture, wellness and nature, neighbourhood discovery, nightlife, and signature Hong Kong experiences. This thematic approach reflects changing incentive travel preferences, where delegates increasingly value storytelling, personal growth, and authentic engagement alongside traditional luxury.
By presenting a wide spectrum of experiences, Hong Kong is positioning itself as a destination capable of hosting incentive programs that appeal to diverse corporate cultures and generational expectations.
Australia and New Zealand: High-Growth MICE Markets
Australia and New Zealand remain strategically important source markets for Hong Kong’s MICE sector. Visitor numbers from these markets travelling for meetings and incentives have continued to rise, supported by strong corporate ties, regional business activity, and a growing appetite for long-haul incentive rewards.
Improved air connectivity plays a key role in this growth. Direct flights linking Hong Kong with major cities across Australia and New Zealand have enhanced accessibility and reduced travel friction, making Hong Kong an increasingly attractive option for short-to-medium-haul incentive programs and international conferences.
The city’s compact geography, efficient transport system, and ability to combine urban sophistication with natural escapes further strengthen its appeal to planners seeking maximum impact within limited program durations.
Experiential Engagement at AIME 2026
Beyond exhibition stands and business meetings, Hong Kong is investing in experiential engagement at AIME 2026. The destination will sponsor a hosted buyers’ lunch, offering attendees a taste of Hong Kong-inspired cuisine paired with a traditional lion dance performance. This cultural showcase is designed to leave a lasting impression while demonstrating how heritage and modern creativity coexist within Hong Kong’s events offering.
Additional networking events, including hosted afternoon drinks, will continue the culinary and cultural storytelling, reinforcing Hong Kong’s reputation as one of Asia’s leading food and culture capitals.
Strong Partner Representation Across the MICE Spectrum
Hong Kong’s delegation brings together leading names across aviation, hospitality, attractions, and venues. Flagship airlines will highlight premium connectivity and service standards, while luxury and business hotels will showcase accommodation options suited to executive meetings and incentive groups.
Major attractions and cultural institutions, alongside large-scale venues and convention spaces, demonstrate the city’s capacity to host everything from boutique incentive programs to major international exhibitions. Destination management companies round out the offering by presenting tailored logistics, creative programming, and on-the-ground expertise.
This breadth ensures that event planners can source complete solutions within a single destination, a key competitive advantage in today’s MICE landscape.
Infrastructure, Culture, and Culinary Strength
Hong Kong’s MICE appeal rests on a combination of world-class infrastructure and distinctive experiences. Advanced convention facilities, seamless digital connectivity, and high service standards provide operational confidence for organisers. At the same time, the city’s cultural diversity, harbourfront setting, and renowned dining scene add experiential depth that elevates business events into memorable journeys.
From rooftop receptions and harbour cruises to neighbourhood-based activities and cultural immersions, Hong Kong offers planners the flexibility to design programs that resonate long after the event concludes.
A Forward-Looking MICE Strategy
Hong Kong’s strong showing at AIME 2026 reflects a broader strategy to future-proof its MICE sector. By continuously refreshing its incentive concepts, strengthening air links, and engaging proactively with key markets, the city is adapting to evolving global travel patterns and corporate expectations.
As competition intensifies across Asia Pacific, Hong Kong’s ability to combine efficiency with creativity positions it favourably among global business events destinations.
Outlook
By sending its largest delegation to AIME 2026, Hong Kong is clearly signalling its determination to remain at the forefront of the MICE industry. With a renewed incentive playbook, rising demand from Australia and New Zealand, and a comprehensive partner lineup, the city is reinforcing its reputation as a dynamic, reliable, and inspiring destination for meetings and incentives.
As global business travel continues to evolve, Hong Kong’s integrated approach to connectivity, culture, and collaboration ensures its MICE future remains strong and globally relevant.
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