Hong Kong Tourism Board signs MoU with the Bordeaux Wine Council to enhance wine and dine showcase. Photo Credit: iStock/Giuseppe Lombardo
Hong Kong Tourism Board has renewed a five-year partnership with France’s Bordeaux Wine Council (CIVB) to step up on food and wine promotion.
The memorandum of understanding extends a relationship that began in 2009 and has helped shape the annual Hong Kong Wine & Dine Festival into one of Asia’s most recognisable food events, according to HKTB chairman Peter Lam.
Under the renewed agreement, Hong Kong and Bordeaux will strengthen partnership across five key areas: an elevated showcase at the annual Hong Kong Wine & Dine Festival; joint promotions in priority overseas markets; collaborative programmes to inspire global consumer interest; strengthened knowledge exchange on wine and food tourism; and deeper industry‑to‑industry collaboration between the two cities’ wine and gastronomic sectors.
The signing ceremony took place in Bordeaux on 11 May, attended by tourism and city officials from both sides, including Hong Kong’s Secretary for Culture, Sports and Tourism, Rosanna Law, and Bordeaux mayor Thomas Cazenave.
Hong Kong also plans to leverage Bordeaux’s globally known wine festival, Bordeaux Fête le Vin, as an international platform to promote the city’s own culinary identity and emerging wine culture to overseas audiences.
For Bordeaux, the partnership reinforces Hong Kong’s role as a gateway into China and wider Asia for French wine and gastronomy brands.
CIVB VP Philippe Tapie said: “This agreement opens up opportunities to enhance cultural and gastronomic exchanges, and to leverage Hong Kong as a gateway for showcasing Bordeaux wines and cuisine to audiences across China, Asia and beyond.”