The Hong Kong Tourism Board (HKTB) has entered into a three-year strategic partnership with Informa Markets to attract a portfolio of international premium exhibition brands to Hong Kong and expand the city’s appeal as a global meetings, incentives, conferences and exhibitions (MICE) destination.
Under the Memorandum of Understanding (MoU), signed on 27 May, the two organisations will jointly develop The Festival of Connoisseurs (TFOC) as an annual flagship event in Hong Kong from 2026 to 2028. The initiative aims to attract high-value international visitors while strengthening Hong Kong’s position as a leading destination for luxury-focused business events.
A key feature of the partnership is the introduction of Asia’s first “city-as-your-showroom” concept. Unlike traditional exhibitions held within a single venue, TFOC will utilise multiple landmarks and locations across Hong Kong, integrating the city itself into the event experience.
The festival will showcase sectors including supercars, yachts, jewellery and watches, luxury travel, art, premium real estate, private aviation, fine dining, rare spirits, wellness products and lifestyle services. Organisers said the format is designed to engage both trade buyers and affluent leisure travellers through a business-to-business-to-consumer approach.
The collaboration also includes joint participation in several major international luxury exhibitions organised by Informa Markets. These include the Monaco Yacht Show, Palm Beach International Boat Show, Fort Lauderdale International Boat Show, Jewellery Arabia and Top Marques Monaco, which is expected to debut in Asia through an extension into Hong Kong.
HKTB Chairman Peter Lam said the partnership would reinforce Hong Kong’s role as a global MICE hub and strengthen its position as a bridge between mainland China and international markets.
Informa Markets Asia President and CEO Margaret Ma Connolly said the company plans to leverage its global luxury exhibition portfolio to establish a long-term platform for premium events in Hong Kong, bringing together international brands, buyers and visitors from across key luxury sectors.
The initiative forms part of Hong Kong’s broader strategy to attract high-spending visitors, expand its luxury tourism offering and enhance its competitiveness in the global MICE market.
