Hong Kong rolls out the red carpet for regional FAM groups

Hong Kong is re-asserting its presence in global MICE with a series of industry-focused fam trips. The Hong Kong Tourism Board (HKTB) has hosted a string of fam trips to the city over the past two months. Over 160 MICE planners from mainland China, India and South Korea were invited to explore the latest in Hong Kong’s infrastructure, hotels and MICE offerings.

The trips are part of a comprehensive, multi-pronged and segment-specific strategy to drive short-term recovery and sustain long-term development. More fam trips for agents, associations, and trade media from other short- and long-haul destinations in the coming months are expected, including a mega direct-selling meeting for 28,000 overseas attendees in 2025.

The idea is to “Launch (an) all-new MICE branding campaign to strengthen Hong Kong’s status as 'the World’s Meeting Place’ and refresh visitors’ impressions,” said Kenneth Wong, GM, MICE & Cruise of Hong Kong Tourism Board. “Seeing is believing – that's the best way for anyone to experience what the city has to offer, as new attractions have been unveiled, and innovative MICE products and generous funding support have also been introduced. The HKTB has curated a kaleidoscope of themed incentive experiences covering over 100 new ideas to excite and inspire meeting groups, which we believe will appeal to both short-haul and long-haul markets, as all of the ideas are tailored to their interests.”

Among the organisations the HKTB hosted were New View MICE Service, Hunan Ruizhi International Conference Exhibition, CYTS M.I.C.E. (Shanghai) Service from China, Thomas Cook India, MICE and More from India, and The MICE from South Korea.

Nam Hyo Rim, section manager of The MICE from South Korea, said, “Hong Kong is a multicultural city with a perfect blend of East and West. The new museums in the city’s flagship arts and cultural quarter, WKCD, not only have world-class art exhibitions but also diverse flexible event venues for MICE groups to draw inspiration and stimulate creativity.”

Dipti Narvekar, senior manager – MICE, Thomas Cook India, said, “Hong Kong is full of party ideas, day and night, perfect for team bonding! From bar-hopping to a poolside party at the new Water World Ocean Park, or adrenaline-racing VR Sandbox, or a more premium horse-racing parties, Hong Kong has a lot of action to keep my clients who are party-goers coming back for more!”

Since the announcement of the return of high-profile cornerstone events such as Vinexpo and Fashion Access alongside new events such as BioChina and EDGE Global AI, MICE tourism has been trending up. Overnight MICE arrivals are currently sitting at 62% of pre-pandemic levels and nearly 300 groups have been hosted in 2023 so far.

The Chinese, Indian and Korean trips were a way to keep up the momentum and highlight some of the attractions and developments MICE groups can take advantage of, as well as what separates the city from many of the visitors’ home locations.

“The HKTB [developed] customised MICE products to impress the MICE visitors with a memorable and unique journey in Hong Kong,” said Wong. “The Mainland China market [is] fond of East-meets-West culture, so we would promote the revitalised heritage sites like Tai Kwun, PMQ, The Mills, Central Market as unique event spaces for Chinese MICE planners or organisers.”

In future trips, Thai visitors, for example, may be treated to the HKTB-curated “Great Fortunes” themed itinerary for temple hopping with exclusive privileges.

Among the new developments the fam guests experienced were the expanded Hong Kong Disneyland showcases, such as the ‘Momentous’ nighttime show, Asia’s first year-round Water World Ocean Park Hong Kong, the emergent arts cluster at the West Kowloon Cultural District, home to M+ and the Palace Museum, the city’s newest hotels, harbour cruises and racing at Happy Valley Racecourse.

In addition to the Hong Kong Rewards programme, the HK$200 million (US$25.55 million) budget boost will fund comprehensive incentive schemes, including programmes designed to cater to the full range of MICE group sizes, a subsidy for groups as small as 10, and additional support for groups over 401.

Liquor brand, Luzhou Laojiao, will bring 1,250 best-performing distributors to Hong Kong in five batches this month. Its corporate spokesperson said, “We’re glad to host the first cross-boundary trip after the pandemic! The groups are excited to experience Hong Kong’s latest cultural art quarter and an all-time classic - a cruise party on Victoria Harbour. Through state-of-the-art cross-boundary infrastructure, we can make our multi-destination itinerary of Hong Kong and Macao an enriched and seamless journey.”