Blending mega events appeal with business opportunities, and MICE visitors are invited to top-class wine-pairing experiences; in tandem, the HKTB launches new products to drive high-yield MICE tourism.

HONG KONG SAR – Returning from October 23rd to 26th, the renowned “Hong Kong Wine & Dine Festival” is set to dazzle with its vibrant theme, “REMIX. BEST OF ALL WORLDS.” Visitors can anticipate a lively blend of culinary traditions, creative fusion cuisine, and a vast selection of international wines, all staged at a spectacular waterfront setting. The Hong Kong Tourism Board (HKTB) is leveraging this highly anticipated event to reinforce the city’s reputation as a global epicurean hotspot and a top-tier destination for both business and leisure travelers.

Hong Kong Top Travel Agent Awards Celebration & Gala Dinner 2025

The Hong Kong Tourism Board (HKTB) has unveiled a comprehensive suite of strategic initiatives aimed at wooing high-yield visitors—those whose spending significantly supports Hong Kong’s tourism sector. As a centerpiece of these initiatives, HKTB welcomed convention and exhibition delegates, as well as distinguished travel agents, from nine key international markets to participate in a series of elevated festival experiences. Among the highlights was a custom-crafted sommelier-led wine-pairing private tour, meticulously designed to showcase Hong Kong’s sophisticated food and beverage offerings. To further celebrate industry contributors and inspire excellence, the HKTB hosted a dazzling annual top agent award gala dinner, reinforcing its commitment to incentivizing partners and amplifying the draw and impact of mega events.

Complementing the experiential enhancements, the HKTB seized the moment to debut innovative incentive products at the launch of the “Hong Kong Incentive Playbook 2.0: New Discovery Product Update.” Held on 24 October at the plush Ocean Park Marriott Hotel, the event introduced fresh experiences tailored for the lucrative MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism segment, signaling Hong Kong’s energetic push to remain at the forefront of global destination offerings.

MICE Meets Gastronomy: Top Agents Celebrate with Master Chefs’ Tasting Menu at Gala Dinner

From 22 to 27 October, the Hong Kong Tourism Board (HKTB) brought together more than 80 distinguished travel agents representing nine key short-haul markets: Chinese Mainland, India, South Korea, Thailand, Indonesia, Malaysia, Singapore, Vietnam, and The Philippines. This comprehensive familiarisation trip was designed to immerse attendees in Hong Kong’s newest incentive products and travel experiences, while also recognizing their significant achievements in attracting incentive groups to the city over the past year.

A focal point of this initiative was the celebratory “Toast to Success: Hong Kong Top Travel Agents Celebration & Gala Dinner.” Here, guests enjoyed an extraordinary Cantonese dining experience curated by five renowned master chefs. During the celebration, the agents’ outstanding contributions to Hong Kong tourism were recognized, reinforcing the city’s reputation as both a gourmet paradise and a leading MICE destination in the region.

Guests enjoy an exquisite Cantonese dinner

Masterfully crafted dish by acclaimed chef

Performance by musicians at the Gala Dinner

Jennifer Ma, Executive President of Grand China MICE Holdings Co. Ltd., remarked that corporate groups from Chinese Mainland place particular importance on food, making the Hong Kong Wine & Dine Festival highly attractive to them. Participants can enjoy wine, and the format of the event allows them to deeply experience a sense of integration with local Hong Kong life. It also offers a cultural experience that blends East and West. “This kind of opportunity is especially popular among many young people in Chinese enterprises”, she noted. Additionally, she mentioned that the upgraded Hong Kong Incentive Playbook 2.0 together with its new ‘Empowerment’ theme and HKTB’s curated familiarisation trip in Hong Kong provided insights into many new tourism resources, such as events and venues, which will help Chinese Mainland enterprises better plan future MICE travel activities to Hong Kong.

Hong Kong Incentive Playbook 2.0: New Discovery Product Updates to Refresh Appeal

Hong Kong Incentive Playbook 2.0 trade briefing

Coinciding with the Festival, the Hong Kong Tourism Board (HKTB) presented the enhanced “Hong Kong Incentive Playbook 2.0: New Discovery” on 24 October at an engaging event attended by nearly 300 agents and industry partners. Building on the original Playbook’s success, this upgraded version introduces over 200 activities that immerse MICE travellers in Hong Kong’s rich and dynamic culture.

Attendees can participate in hands-on fencing sessions and billiard masterclasses, embark on guided tours of illustrious auction houses, visit legendary movie sets, and explore time-honored Chinese temples, each experience designed to showcase the city’s unique character. The new edition debuts two additional themes: Cruise—highlighting inspiring team-building excursions on Victoria Harbour—and Empowerment—which offers workshops focused on personal growth and professional skills. Select activities were highlighted during a high-profile familiarisation trip from 22-27 October, giving guests a taste of the diverse offerings now available through the Playbook.

Anthony Lau, Executive Director of the HKTB, delivers opening remarks

Distinguished guests enjoy the Hong Kong Incentive Playbook 2.0 trade briefing

Hong Kong Incentive Playbook 2.0

Ornnichcha Chomraka from Bonus Travel, Thailand, highlighted that the Hong Kong Wine & Dine Festival, held in late October, coincides with major public holidays in Thailand. This perfect timing offers Thai food lovers a unique chance to travel to Hong Kong and experience the city’s vibrant food and wine scene. Ornnichcha also noted that there’s a rising demand for cruise tourism among corporate travelers. Cruises departing from Hong Kong often include diverse international stops, which allows Bonus Travel to expand and enrich its MICE (Meetings, Incentives, Conventions, and Exhibitions) packages by combining exciting land-based itineraries—like a two-day exploration of Hong Kong—with immersive cruise vacations.

Convention and Exhibitions Visitors Staying Longer for Wine & Dine Thrills

In order to showcase how Hong Kong effectively combines business opportunities with leisure experiences, the Hong Kong Tourism Board (HKTB) extended invitations to thousands of attendees from six prominent conventions and exhibitions across the city to join Festival 2025. These business events spanned five key economic sectors—Legal Services, Aviation, Financial Services, Manufacturing, and Trade—attracting global industry leaders and professionals. The appeal of the lively Wine & Dine Festival, renowned for its diverse culinary showcases and social ambiance, motivated many international participants to lengthen their visits and further explore Hong Kong’s attractions, including its local cuisine, vibrant arts scene, and cultural landmarks.

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