Hong Kong Tourism Board (HKTB) will promote the Hong Kong Incentive Playbook 2.0 to the Australia and New Zealand market with its largest delegation since 2013 at the upcoming Asia Pacific Incentives and Meetings Event (AIME).
Launched in October 2025, the Hong Kong Incentive Playbook 2.0 spans seven key themes, including new “Cruise” and “Empowerment” categories alongside “Arts & Culture”, “Wellness & Nature”, “Neighbourhoods”, “Nightlife & Parties”, and “Hong Kong Signatures”.
The comprehensive guide features over 200 unique and authentic ideas to inspire and reward incentive groups for an immersive journey in Hong Kong.
HKTB will bring a team of 29 Hong Kong MICE partners to AIME including Cathay Pacific and Hong Kong Airlines, venues and attractions such as M+ Museum and Ocean Park Hong Kong; DMC, and 15 hotels – including Rosewood Hong Kong, which placed first in the recent ‘World’s 50 Best Hotels 2025’.
With the number of visitors from Australia and New Zealand travelling to Hong Kong for a MICE purpose up 10 per cent year on year, and all-round visitation booming from these markets, AIME presents an excellent opportunity to continue this business events growth, according to Karen Macmillan, HKTB’s director for Australia, New Zealand & South Pacific.
The Hong Kong Incentive Playbook 2.0 spans seven key themes.“Our local MICE and trade team, led by Karen Prideaux in Sydney, is registering an increased number of inquiries from Australia and New Zealand,” she said.
“This market recognises that Hong Kong’s state-of-the-art infrastructure, East-meets-West culture and elevated dining experiences make the destination highly desirable for meetings, conferences, events and incentives.
“The increased air connections between Hong Kong and Australia and New Zealand are supporting increased demand with direct flights to Sydney, Melbourne, Brisbane, Adelaide, Perth, Auckland and Christchurch.”
HKTB will also sponsor the AIME hosted buyers’ lunch to showcase the city’s energy and gastronomic charms on Tuesday 10 February – complete with a spectacular Lion Dance performance. It will also bring Hong Kong–inspired flavours during afternoon drinks across both exhibition days.
The full list of Hong Kong Tourism Board partners for AIME 2026 (Stand A28):
Airlines
- Cathay Pacific
- Hong Kong Airlines
Hotels
- Harbour Plaza Hotels & Resorts
- Hopewell Hotel
- InterContinental Grand Stanford Hong Kong
- JW Marriott Hotel Hong Kong
- Mandarin Oriental Hong Kong
- Mira Hotel Collection
- New World Millennium Hong Kong Hotel
- Nina Hospitality
- Novotel Century Hong Kong
- Regala Skycity Hotel
- Renaissance Harbour View Hotel Hong Kong
- Rosewood Hong Kong
- Shangri-La Hotels and Resorts
- Sheraton Hong Kong Hotel & Towers
- The Murray Hong Kong, a Niccolo Hotel
Attractions
- Lamma Fisherfolk’s Village
- Ocean Park Hong Kong
- The Peak Tram & The Peak Tower
- West Kowloon Cultural District Authority
Venues
- AsiaWorld-Expo Management Limited
- M Plus Museum Limited
DMCs
- ATI Travel
- Crown DMC Co. Ltd.
- Destination Asia Hong Kong
- FTT Travel Limited
- PC Tours and Travel
- Splendid Tours & Travel
