Why the world’s biggest events are landing in this Asian city

Across Asia, the events landscape has grown well beyond conferences and trade fairs. Stadium concerts, international tournaments, art fairs and festivals now compete for the same travelling audiences, often drawing attendees from several continents at once.

The numbers suggest Hong Kong is steadily rebuilding its position. The city recordedabout 26.71 million visitor arrivals in the first half of 2026, up 13% year on year, and arrivals from France, Canada, Australia and other long-haul markets each grew by 20% or more.

While MICE activity is staking Hong Kong’s claim as a regional events hub, the city is also proving to be a magnet for live entertainment, sporting events and lifestyle experiences. A vibrant and ever-growing calendar of high-profile events draws crowds from around the globe to the regional landing pad of Hong Kong, which is connected with over 100 destinations worldwide just based on the Cathay Group’s network alone.

The 50th edition of the Cathay/HSBC Hong Kong Sevens attracted a record 113,395 fans; while Art Basel Hong Kong 2026 welcomed 91,500 visitors, with 240 galleries from 41 countries and regionsand representatives from more than 170 museums and foundations across 27 countries and regions.

A broader calendar, a bigger stage

New infrastructure is propping up the city’s large-scale live events ambitions. Kai Tak Sports Park opened in March 2025 with a main stadium that seats 50,000. Pollstar ranked Kai Tak Stadium third globally for ticket sales in 2025 and first in Asia.

Meanwhile, AsiaWorld-Expo is undergoing an ambitious expansion plan, set to boost total exhibition space to 100,000sqm. The convention centre, located next to Hong Kong International Airport, houses Hong Kong’s largest purpose-built indoor performance arena, with capacity for 20,000.

While the city’s infrastructure shapes up for bigger and better events, its home hub airline has also evolved its Event Travel proposition, expanding beyond the traditional MICE focus to support a broader range of events-related travel needs.

“The rebrand reflects how event-related travel has evolved. Demand is increasingly driven not only by MICE, but also by sporting events, concerts, festivals and other live experiences that bring international audiences together,” said Stephen Lawson, Vice President of Global Sales at Cathay.

Smooth landing for events

Hong Kong's role as an international aviation hub is an advantage, with the city ranking among the busiest airports in the world for international passenger traffic and connecting with more than 220 destinations worldwide. Building on this strong standing, passenger traffic rose 11.7% to 32.8 million in the first half of 2026.

For organisers, reliability matters as much as reach. Events depend on speakers, athletes, performers and delegates arriving on time, and on attendees being able to adjust plans if schedules change.

“For event organisers, a world-class hub means removing friction entirely, ensuring that global talent and international spectators arrive seamlessly, safely, and on schedule, " said Lawson, “With our group’s global connectivity covering over 100 destinations, Cathay is proud to act as the primary bridge connecting major global events with eager audiences worldwide, providing the schedule reliability and network depth that modern organisers demand.”

Beyond dedicated events travel expertise and tailored support, Cathay Pacific’s enhanced proposition also encompasses dedicated fares, ticket flexibility, baggage benefits and support services for organisers. As the title sponsor and official carrier of the Cathay/HSBC Hong Kong Sevens, Cathay orchestrates large-scale travel demands across four continents, encompassing more than 20 teams, match officials, and performers from around the world. Despite this multi-origin complexity, organisers coordinate everything through a single, dedicated point of contact at Cathay, drastically cutting down communication time and administrative friction to guarantee a smooth arrival for athletes and fans alike. 

Where business and leisure blur

Attendees increasingly treat an event as part of a longer trip. A Nielsen survey of fans at the 2025 Hong Kong Sevens found that more than 90% of visitors planned to stay in the city for more than two days. The tourism board expects conventions and exhibitions in the second half of 2026 to attract more high-value overnight visitors and their families.

Cathay has observed a steady rise in travellers building multi-day stopovers around major Hong Kong events, increasingly converting single-purpose trips into extended holidays to explore the city and the wider region.

“We are seeing a clear shift in how our passengers travel, with people naturally blending event attendance, business, and leisure into a single journey," said Lawson. "Travellers no longer want a flying visit, they want to make the most of their time away. By providing flexible travel windows and seamless connections through our home hub, we are making it easier than ever for them to extend their itineraries and experience everything Hong Kong has to offer.”

The hub still matters

As Asia's events market grows more competitive, the cities that win will not only be those with the best venues, but also those that make the journey easiest. For organisers weighing where to bring their next event, how people get there is becoming as much a part of the decision as what awaits them on arrival.


This article is brought to you by Cathay Pacific.