Cultivate business, broker culture: AWE powers UFI Global Congress in Hong Kong

The 92nd UFI Global Congress in Hong Kong welcomed over 600 senior executives from 50 countries and five regions to AsiaWorld-Expo in November 2025.

Beyond sheer floor space, AsiaWorld-Expo’s (AWE) roles as an economic engine and co-creator of experiences were in the spotlight as it welcomed the largest exhibition industry gathering of its kind this month.

From 19-22 November 2025, the 92nd UFI Global Congress in Hong Kong brought together over 600 senior executives from 50 countries and five regions – including organisers, venue operators, industry associations, and partners – in an exclusive, business-focused environment that inspired collaboration and innovation.

Hong Kong shapes the future of MICE

A timely return to Asia, the 2025 Congress marked the centenary of UFI and AWE’s 20th anniversary. Themed Honouring the Past, Celebrating the Present, Shaping the Future, the four-day event celebrated a century of industry progress while charting new pathways forward through a dynamic series of sessions, networking events, and cultural experiences.

Welcoming the congress, Irene Chan, CEO of AWE said: “This special occasion marks AsiaWorld-Expo’s 20th anniversary and UFI’s centennial celebration, showcasing our strength as a world-class MICE venue and Hong Kong’s role as a vibrant cultural hub and gateway to the Greater Bay Area.”

At the opening ceremony, Paul Chan, Financial Secretary of the Hong Kong SAR reaffirmed Hong Kong’s enduring strengths as a “super connector” under the “one country, two systems” framework – an international trade, business and financial hub with unparalleled access to the Chinese Mainland market.

Hong Kong SAR Financial Secretary Paul Chan spoke on Hong Kong’s “super connector” strengths at UFI Global Congress.

AWE’s location further underscored Hong Kong’s connectivity advantage, with delegates enjoying the unparalleled convenience of a world-class venue located right next to Hong Kong International Airport, which connects to over 200 destinations worldwide, and positioned at the bridgehead of the Hong Kong-Zhuhai-Macao Bridge.

Fred Lam, chairman of the Airport Authority Hong Kong, highlighted AWE’s strategic role in future MICE growth, supported by the Airport City project, SKYTOPIA. “We are confident that with the completion of SKYTOPIA, Hong Kong’s position as the region’s exhibition and conference hub will be further enhanced,” said Lam.

Spotlight on the Greater Bay Area

The host session, themed Gateway to Growth: Unleash the Opportunities in the Greater Bay Area (GBA), underscored the region’s growing influence as a nexus for trade, technology, and innovation. Besides being integral to Hong Kong’s strategic advantage, AWE also plays a major role in GBA’s rise as an economic powerhouse connecting Hong Kong, Macao, and nine major cities across Guangdong Province.

With its strategic location next to the Hong Kong International Airport, AWE also plays a major role in the region’s rise as an economic powerhouse – themes that were discussed during the UFI congress.

AWE’s Irene Chan emphasised AWE’s commitment to continuous improvement and infrastructure expansion, as the centre’s HK$1 billion venue-wide renovation nears completion.

The second phase of AWE’s expansion – scheduled for completion in 2028 – will introduce Hong Kong’s largest multi-purpose indoor arena with 20,000 audience capacity and expand exhibition space to 100,000 sqm. These enhancements position AWE’s capacity to host mega-scale trade, cultural, and entertainment events, positioning the venue as an integral part of the SKYTOPIA – an emerging airport city featuring an Art Hub, Jet Fresh Market, Airport Bay Marina, and a sportainment complex.

The session also featured insights from the Hong Kong Tourism Board, Hong Kong Trade Development Council, Macao IPIM, and the Zhuhai International Convention and Exhibition Center. Collectively, they reaffirmed the GBA’s vision is no longer aspirational but already fuelling synergies in the business events sector and beyond.

Co-creating experiences

AWE immersed UFI Congress attendees in Hong Kong’s spirit of creativity and innovation, including introducing them to the Cantonese mahjong – a game of strategy and foresight.

If Hong Kong is where East meets West, the UFI Global Congress at AWE was where business met culture. In celebration of UFI’s 100th anniversary and AWE’s 20th, the host venue co-curated a series of cultural experiences that immersed delegates in the city’s creativity, heritage, and spirit of innovation.

Authentic connections: On the AWE exhibition floor, a Cultural Corner reimagined the traditional trade booth as a sensory showcase. Young artisans, performers, and chefs brought the sights, sounds, and flavours of Hong Kong to life – from live dim sum demonstrations to creative installations curated by the AWE team. Each delegate received exclusive event-themed welcome gifts, including uniquely designed souvenirs and an Octopus Card by a popular local illustrator.

Live dim sum-making demonstrations at AWE showcased the unique culinary charm of Hong Kong.

Creative evenings: The cultural programme extended beyond AWE to A Night at the Museum at M+, Hong Kong’s acclaimed museum of visual culture. As the sun set over Victoria Harbour, delegates dined among modern masterpieces in an atmosphere that was equal parts exhibition and celebration. Each course paid homage to Hong Kong’s culinary artistry, while live music, magic performances, and artist installations brought the city’s creative pulse to life. A highlight was the preview performance of “Kung Fu Artistry – Bruce Lee’s No Way as Way” by the Hong Kong Dance Company, commemorating the 85th anniversary of Bruce Lee’s birth.

Blending business and leisure

Delegates enjoyed tram rides curated by AWE through Hong Kong’s neon-lit streets.

City in motion: As the Congress drew to a close, Hong Kong itself became the stage that blended business connections with cultural discovery. Delegates stepped aboard vintage trams for a AWE-curated journey through the city’s neon-lit arteries – a nostalgic ride into old Hong Kong while looking firmly ahead. The night culminated in a private celebration in Lan Kwai Fong, where the city’s nightlife buzzed with music and laughter.

Extending the experience: Four post-congress tours encouraged participants to extend their stays and discover more of the city’s rich offerings beyond the meeting venues. In turn, organisers gained fresh opportunities to enhance future MICE programmes, fostering a deeper and more immersive appreciation of Hong Kong’s unique cultural landscape.

Together, these experiences showcased AWE’s ability not only to host world-class events, but also to orchestrate them – revealing the seamless synergy between MICE and tourism that aligns with the Hong Kong Government’s “+Tourism” strategy. Delegates departed with valuable business insights and a renewed appreciation for Hong Kong’s spirit – a city where work truly meets wonder.

Discover ways to create transformative events, immersive experiences, and future-ready programmes in the heart of Asia’s most connected gateway. Find out more about AsiaWorld-Expo here.

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