The Hong Kong Tourism Board (HKTB) has announced a notable recovery in MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism for the first half of 2024, with 700,000 MICE visitors, representing approximately 80% of the 2018 level. MICE visitors spent an average of HK$8,000 (US$1,024), representing a 20-30% increase over other travellers, and stayed an average of 3.7 nights.
The HKTB has successfully secured over 60 major international MICE events for the 2024-2026 period, including ACM SIGGRAPH Asia 2025, SmartCon 2024, and World Cancer Congress 2026. These events are expected to attract over 180,000 visitors.
To maintain the growth in MICE tourism, the HKTB has outlined five strategies:
- Securing Major Events: Continued efforts to bid for significant international MICE events.
- Funding Schemes: Supporting events through various funding schemes.
- Targeted Marketing: Using multi-pronged strategies like the Hong Kong Incentive Playbook.
- Enhancing Experiences: Offering value-added activities like sightseeing tours and museum tickets.
- Highlighting Advantages: Emphasizing Hong Kong’s role as a connector and its world-class venues and infrastructure.
These measures aim to solidify Hong Kong’s position as a leading MICE destination and drive growth in this sector.
