Transforming Hong Kong into Asia's Premier Luxury Show Platform: The Festival of Connoisseurs Partnership
The Hong Kong Tourism Board (HKTB) has entered into a three-year partnership with Informa Markets to bring premium international exhibition IPs to Hong Kong. This collaboration aims to enhance Hong Kong's reputation as a global MICE destination and attract high-value visitors to the city. The partnership will introduce a variety of premium MICE events under the concept of "city-as-your-showroom" through The Festival of Connoisseurs (TFOC), showcasing Hong Kong as "the World's Meeting Place."
The signing ceremony between the HKTB and Informa Markets took place in Hong Kong, with key representatives from both organizations present. Dr. Peter Lam, HKTB Chairman, highlighted the significance of the partnership in positioning Hong Kong as a top-tier MICE tourism destination and strengthening its role as a connector between the Chinese Mainland and the world. The collaboration aims to boost Hong Kong's high-end tourism market and attract international brands and high-value visitors to the city.
Ms. Margaret Ma Connolly, President & CEO of Informa Markets Asia, emphasized the strategic importance of Hong Kong in Informa's business operations in Asia. The decision to launch The Festival of Connoisseurs in Hong Kong reflects the city's status as a gateway between the East and the West, showcasing luxury events from around the world. The partnership aims to establish Asia's premier luxury show platform by leveraging Informa's global luxury portfolio.
Under the three-year MoU, the HKTB and Informa Markets will position Hong Kong as the host city of TFOC from 2026 to 2028, developing it into an annual flagship MICE event. TFOC will adopt the innovative "city-as-your-showroom" concept, spanning multiple landmarks and locations across Hong Kong to showcase the city's charm and diversity. The event will cover sectors such as supercars, yachts, haute jewellery, premium travel, art, luxury properties, private aviation, fine dining, and wellness products, engaging both professional buyers and high-yield tourism segments.
Additionally, the HKTB plans to participate in five major international exhibitions organized by Informa Markets, including the Monaco Yacht Show and Jewellery Arabia, to promote Hong Kong's strengths in MICE tourism globally. The partnership aims to elevate the city's profile as a leading destination for luxury events and attract a diverse range of visitors to Hong Kong.
The collaboration between the HKTB and Informa Markets signifies a significant milestone in advancing Hong Kong's position as a global MICE destination and enhancing its appeal to high-value visitors. By leveraging the expertise and resources of both organizations, the partnership aims to establish Hong Kong as a premier luxury show platform in Asia, showcasing the city's unique offerings to a global audience.