The Hong Kong Tourism Board (HKTB) announced that Hong Kong has won IBTM, the world’s leading Meetings, Incentives, Conventions and Exhibitions (MICE) event brand, to organise its inaugural MICE trade show IBTM Asia Pacific 2025, in Spring 2025 in Hong Kong.

The event is expected to attract more than 1,500 travel trade and MICE professionals from the Mainland, Southeast Asia, India, Japan, South Korea and other markets in the region, and long-haul markets. The event not only provides an ideal platform for Hong Kong, Mainland and overseas travel agents, hotels, MICE venues, attractions, airlines and other industry players to explore business opportunities, but also helps consolidate Hong Kong’s position as the World’s Meeting Place and facilitate the development of MICE tourism throughout the Asia-Pacific region.

Dr Pang Yiu-kai, HKTB Chairman, said, “IBTM’s decision to host its inaugural flagship trade show for the Asia Pacific region in Hong Kong is a strong testament to Hong Kong’s international standing and its unique role as a super-connector of the Greater Bay Area (GBA) by the global MICE industry. The event will not only bring more than 1,500 high-yield visitors from the global travel trade and MICE industry to Hong Kong but will also generate positive word-of-mouth with their personal experience. This, in turn, will help bring more MICE events to Hong Kong, creating unlimited business opportunities for Hong Kong.”

Vasyl Zhygalo, IBTM Portfolio Director, agreed that Hong Kong is an international MICE hub, “Hong Kong comes with various competitive edges, such as its diverse choice of venues, convenient transport facilities and the provision of comprehensive professional support. Geographically, it is well positioned as a gateway between the world and the Mainland, especially cities in the GBA, which makes the city the ideal host of IBTM Asia Pacific. I am confident that this exhibition will help MICE trade members in different markets establish contacts with each other and explore opportunities in the region.”