HKTB promotes the Hong Kong Incentive Playbook 2.0 to Australia and New Zealand

The Hong Kong Tourism Board (HKTB) is promoting the Hong Kong Incentive Playbook 2.0 to the Australian and New Zealand market with its largest delegation since 2013 at the Asia Pacific Incentives and Meetings Event (AIME) from 9 to 11 February 2026 in Melbourne.

Launched in October 2025, the Hong Kong Incentive Playbook 2.0 spans seven key themes, including new “Cruise” and “Empowerment” categories alongside “Arts & Culture”, “Wellness & Nature”, “Neighbourhoods”, “Nightlife & Parties”, and “Hong Kong Signatures”. The comprehensive guide features over 200 unique and authentic ideas to inspire and reward incentive groups for an immersive journey in Hong Kong.

HKTB is bringing a team of 29 Hong Kong MICE partners to AIME, including Cathay Pacific and Hong Kong Airlines; venues and attractions such as M+ Museum and Ocean Park Hong Kong; DMCs; and 15 hotels – including Rosewood Hong Kong, which placed first in the recent ‘World’s 50 Best Hotels 2025’.

With the number of visitors from Australia and New Zealand travelling to Hong Kong for a MICE purpose up 10% year on year, and all-round visitation booming from these markets, AIME presents an excellent opportunity to continue this business events growth, according to HKTB Director for Australia, New Zealand & South Pacific, Karen Macmillan.

“Our local MICE and trade team, led by Karen Prideaux in Sydney, is registering an increased number of inquiries from Australia and New Zealand,” Macmillan said. “This market recognises that Hong Kong’s state-of-the-art infrastructure, East-meets-West culture and elevated dining experiences make the destination highly desirable for meetings, conferences, events and incentives.

“The increased air connections between Hong Kong and Australia and New Zealand are supporting increased demand with direct flights to Sydney, Melbourne, Brisbane, Adelaide, Perth, Auckland and Christchurch.”

HKTB is sponsoring the AIME hosted buyers’ lunch to showcase the city’s energy and gastronomic charms on Tuesday 10 February – complete with a spectacular Lion Dance performance – and is also bringing Hong Kong–inspired flavours during afternoon drinks across both exhibition days.

These specially curated sessions provide a valuable platform for buyers to connect with HKTB’s co-exhibitors, fostering open communication in a relaxed environment. Marilyn Tham, HKTB General Manager, Mega Events, MICE & Cruise, will also form part of the Hong Kong AIME contingent.

Full List of Hong Kong Tourism Board partners for AIME 2026: