Blending the well-established Meetings, Incentives, Conferences, and Exhibitions (MICE) offerings of the Hong Kong Tourism Board (HKTB) with the city’s finest culinary delights, the board has taken business tourism to unprecedented levels. Offering culinary delights and wine paired with corporate events will allow the board to entice high-yield clientele. This unique mix of work and leisure will attract business tourists. Corporate events integrated with culinary delights will enhance the gastronomic tourism that the board has to offer and will further promote business tourism to Hong Kong.

Showcasing the flagship business events of the city and vibrant culinary offerings, the board also targeted MICE participants at the October 2025 Hong Kong Wine & Dine Festival. In 2023, the festival took place from October 23-26. This year’s theme was, “Remix: Best of All Worlds.” This festival from the designated range of dates, further expanded Hong Kong’s reach to the world as an integrated business and culinary superpower.

Blending MICE with Culinary Experiences
The Hong Kong Wine & Dine Festival is one of the city’s premier annual events, drawing food lovers and business professionals alike. This year, the festival not only featured top-class culinary offerings but also integrated special experiences designed specifically for MICE visitors, adding an exciting new dimension to the event. Among the highlights were exclusive wine-pairing private tours led by sommeliers, and an elegant gala dinner honoring top agents in the business travel sector.

For the HKTB, this event was more than just an opportunity to celebrate food and drink—it was a chance to engage with high-yield business tourists from strategic markets, promoting Hong Kong as an ideal destination for business events and leisure alike. The festival’s focus on bringing together gourmet experiences and business events further reinforces the city’s appeal as a global epicurean capital, drawing attention from international travelers who prioritize quality food alongside their business itineraries.

The Launch of New Incentive Products
Building on this momentum, the HKTB unveiled new incentive products during the event, showcasing the ‘Hong Kong Incentive Playbook 2.0’, a comprehensive guide designed to encourage corporate groups and MICE travelers to explore Hong Kong’s diverse offerings. The Playbook 2.0 features over 200 fresh and unique experiences, ranging from fencing workshops and billiard masterclasses to visits to grand auction houses, iconic movie sets, and traditional Chinese temples. These new offerings provide an in-depth immersion into Hong Kong’s culture, combining business with leisure in a way that no other city can match.

At a special event held on October 24 at the Ocean Park Marriott Hotel, the HKTB presented the updated Playbook to 300 agents and partners. This launch is part of the HKTB’s broader strategy to position Hong Kong as the ultimate destination for incentive travel, offering exclusive and diverse experiences for business groups. The new version of the playbook also introduced two fresh themes: Cruise and Empowerment, opening up even more possibilities for MICE travelers. The Cruise theme specifically taps into Hong Kong’s status as a hub for cruise tourism, offering an exciting combination of land-based business events and luxurious cruise voyages along Victoria Harbour.

Targeting Short-Haul Markets with Tailored Experiences
As part of its ongoing efforts to boost MICE tourism, the HKTB also hosted a familiarization trip from October 22 to 27, bringing 300 agents from nine key short-haul markets, including China, India, South Korea, Thailand, Indonesia, Malaysia, Singapore, Vietnam, and the Philippines. These agents had the opportunity to experience Hong Kong’s new incentive products firsthand, allowing them to understand how the city can cater to the needs of corporate groups. For many of these agents, this trip was also an opportunity to see how Hong Kong can serve as a key destination for combining business with leisure.

During the familiarization trip, the agents were treated to a lavish Cantonese gala dinner prepared by five master chefs, showcasing the city’s gastronomic offerings. This event demonstrated how food plays an integral role in Hong Kong’s tourism strategy, particularly for business travelers who value quality dining experiences. The strong emphasis on food and beverage is a key selling point for attracting corporate groups, especially those from mainland China, where food is a central part of socializing and business culture.

Appealing to Different Demographics
Jenna Ma, Executive President of Grand China MICE Holdings Co. Ltd., noted that food plays a particularly important role for corporate groups coming from mainland China. Many young professionals in Chinese enterprises are drawn to the gastronomic experiences offered by events like the Hong Kong Wine & Dine Festival. “This kind of opportunity is especially popular among many young people in Chinese enterprises,” she said. By incorporating these culinary experiences into MICE events, Hong Kong can effectively attract these business travelers, particularly those who place a high value on food and dining.

The inclusion of the upgraded Hong Kong Incentive Playbook 2.0 and the addition of the Empowerment theme are expected to resonate with Chinese corporate groups, providing them with valuable insights into Hong Kong’s rich tourism resources. This includes an expanded array of venues and events, which will help Chinese businesses plan more dynamic and engaging incentive travel experiences.

The Rise of Cruise Tourism in Hong Kong
The new Cruise theme, introduced in the Playbook 2.0, reflects the growing interest in cruise tourism, particularly among MICE groups. According to Ornnichcha Chomraka, of Bonus Travel in Thailand, the timing of the Hong Kong Wine & Dine Festival aligns perfectly with public holidays in Thailand, making it an attractive option for Thai food lovers and corporate groups. She also noted a growing interest in combining cruise tourism with land-based itineraries, allowing business travelers to enjoy both a two-day Hong Kong stay and a cruise voyage, adding a new dimension to incentive trips.

Cruise tourism is becoming an increasingly popular choice for MICE travelers who seek a blend of business and leisure. Hong Kong’s Victoria Harbour provides an ideal setting for combining business events with relaxing cruise experiences, allowing corporate groups to experience the city’s famous skyline and natural beauty in a unique way.

Hong Kong’s Dual Appeal as a Business and Culinary Destination
The integration of food and wine with MICE offerings not only boosts the appeal of Hong Kong as a business tourism destination but also helps to solidify its position as a leading gastronomic hub. This dual appeal sets Hong Kong apart from other cities in the region, offering an unmatched combination of business facilities, cultural experiences, and world-class dining.

By merging MICE tourism with culinary events, the HKTB is creating a unique selling proposition for Hong Kong, one that will likely attract high-yield visitors who are seeking both professional development and memorable leisure experiences. This strategic initiative is expected to increase the city’s profile as a must-visit destination for business travelers, further strengthening its economy and tourism industry.

Hong Kong’s Innovative Approach to MICE Tourism

Hong Kong has tailored its innovative synergies in business events. Integrating first-class dining with traditional MICE services has raised standards in the industry. As the HKTB incorporates food, wine, and cruise tourism as part the Hong Kong Incentive Playbook 2.0, they seek to position the city as the primary destination for high-yield business travelers. As an increasing number of businesses seek to unwind while working, Hong Kong stands ready to welcome corporate groups looking for unforgettable, immersive unique incentive travel.