Commercial hub and gateway to Asia, Hong Kong is the destination of choice for organisers looking to get more out of their shows:
Hong Kong has a long-established reputation as the trade show capital of Asia. It is a central meeting point for Asian and international markets – a location where organisers, buyers and sellers congregate from all over the world. Its business-friendly market and status as a global commerce hub make the city ideally-positioned to help organisers get more out of their shows.
In 2019, Cvent voted Hong Kong the best MICE destination in Asia- Pacific. Now that the region has finally emerged from the constraints of Covid, organisers are returning to Hong Kong in strength to capitalise on its commercial potential.
Hong Kong is the destination of choice for over 60 large-scale international MICE events scheduled to run between 2024 and 2026. Some of the major events include Airspace Asia Pacific 2025, Vinexpo Asia and Super Terminal Expo 2024.
Phoebe Shing, director, business development team lead, MICE, at the Hong Kong Tourism Board, says: “The notable wins and success cases are a vote of confidence from the organisers… We will fuel this growth momentum by stepping up promotion and working cohesively with Hong Kong partners to showcase how Hong Kong offers more for trade shows.”
Monica Lee-Müller, MD of Hong Kong Convention and Exhibition Centre Limited (HKCEC) , reports a pattern of returning business: “100% of recurrent trade exhibitions have now returned to our venue, reflecting Hong Kong’s unique advantages for hosting international events remain.” The centre has also managed to secure 14 new exhibitions.
The HKCEC is one of Hong Kong’s two major venues, located in Wan Chai district. The other is AsiaWorld- Expo (AWE) on Lantau island – a centre that opened in 2005 after a $300m construction project.
AWE will be hosting the UFI Global Congress in 2025. The association last hosted the Congress in Hong Kong in 2000. Returning to the region after 25 years shows trust in the region’s future for exhibition success. What’s more, AWE recently signed a multi-year Diamond Sponsorship programme with UFI, gaining year-round promotion and visibility across all UFI events.
Irene Chan, CEO at AWE, said the partnership with UFI would reinforce Hong Kong’s role as an essential hub for international exhibitions, and enable “exhibitors and organisers from around the globe to access and capitalise on the vast potential… of GBA [the Greater Bay Area].”
Stuart Bailey, chairman of the Hong Kong Exhibition & Convention Industry Association, says that the rebound, though expected, was helped along by government investment and HK$1.4bn (US$180m) Incentive Scheme for Recurrent Exhibitions (ISRE Scheme) launched in July 2023, designed to support the recovery of the exhibition industry by incentivising organisers to stage their recurrent exhibitions in Hong Kong.
Triumphant return of trade shows
Rodolphe Lameyse, CEO of Vinexposium Group, organiser of Vinexpo Asia, notes: “If my client wants to address the Chinese market through my shows, it will happen only in Hong Kong. Vinexpo’s long-standing partnership with Hong Kong has been instrumental in the city’s transformation into a global hub for the wine and spirits industry. We have 35 wine producing countries at Vinexpo. Reaching Hong Kong is easy wherever you are in Asia.”
Asia’s leading fresh fruit and vegetable trade show, ASIA FRUIT LOGISTICA, also returned to Hong Kong, 4-6 September. This year’s edition, at AWE, lined up 750 exhibitors from 40 countries and regions. David Axiotis, MD of show organiser, Global Produce Events, commented: “This year’s show floor was bigger than ever, and we have welcomed 13,000 trade visitors. Our exhibitors and visitors have had a great time in Hong Kong. The show has once again pushed the bar higher for a busier, bigger and better ASIA FRUIT LOGISTICA.”
An exhibition making its debut in Hong Kong is the Super Terminal Expo, 5-7 November 2024. With one of the world’s busiest deepwater seaports and airports, as well as the largest multi-level air cargo terminal, Hong Kong is an obvious destination for the Expo. Michael Duck, executive vice-president of commercial development at event organiser, Informa Markets, comments: “The Asia-Pacific region is the largest global logistics and passenger transport market, and Hong Kong sits right at its heart. The market presents a raft of opportunities for businesses to tap into the growing demand for logistics and passenger transportation services.”
Vivian Cheung, COO of Airport Authority Hong Kong, said: “I am thrilled to bring significant industry events to our city, which reflects the role of Hong Kong as a leading aviation, transportation and logistics hub. As a member of the Hong Kong Convention Ambassador programme, I look forward to welcoming even more business events and delegates from around the world.”
To gain insight into the industry’s performance, the Hong Kong Exhibition & Convention Industry Association conducted a study, which showed that the 125 large-scale exhibitions (occupying over 6,500sqft of floor space) hosted in Hong Kong in 2023 represented a 30% increase in number over 2022.
Extensive infrastructure and favourable commercial regulations have long made Hong Kong a top trade show destination. Now exhibitions are returning to the region in full force. For shows with a global audience, Hong Kong is the epicentre of Asian and international markets. Organisers can look to Hong Kong as a destination where their shows will achieve bigger and better results. EW
