HONG KONG is set to host a new wave of high-end luxury events under a partnership between the city’s tourism board and Informa Markets under a three-year partnership that will see the launch of a new collection of events called The Festival of Connoisseurs.
The initiative will bring a portfolio of premium, globally recognised event formats to the city, marking a strategic push to position Hong Kong as Asia’s leading platform for luxury-led exhibitions and experiences.
An MoU was signed yesterday between Hong Kong Tourism Board (HKTB) and Informa Markets to position the new luxury events platform to the premium end of the exhibitions market.
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Framed as Asia’s first “city-as-your-showroom” concept, The Festival of Connoisseurs (TFOC) will see a portfolio of high-end MICE formats staged across multiple venues and landmarks in Hong Kong, rather than being confined to a single exhibition centre.
The partnership aligns HKTB’s destination marketing efforts with Informa Markets’ global portfolio of luxury-focused events. Formats that have proven successful for Informa in established markets such as Dubai, Monaco and the United States will be adapted into a Hong Kong-wide experience, targeting both trade buyers and high-spending leisure segments.
“This partnership is of great significance,” said HKTB Chairman Peter Lam. “It not only elevates Hong Kong’s position as a premier global destination for high-end MICE tourism, but also affirms the city’s vital role as a ‘super-connector’ and a ‘super value-adder’ between the Chinese Mainland and the world. At the same time, the collaboration drives the development of Hong Kong’s high-end tourism market and helps attract more international brands and high-value visitors to the city.
“We would like to take this opportunity to thank the Tourism Commission, our trade partners and stakeholders for their unwavering support as we work hand in hand to advance Hong Kong’s journey as the World’s Meeting Place,” Lam said.
Informa Markets is positioning TFOC as an extension of its established high-end events portfolio, which spans sectors including yachts, supercars, jewellery, private aviation and fine art. According to the organiser, the concept draws directly on experience from flagship events in markets such as Monaco and the US, as well as luxury showcases in Dubai and the Gulf region.
Hong Kong has been at the heart of Informa’s story in Asia for over three decades. In that time, we have grown alongside this city – through its transformations, its resilience, and its continued reinvention as one of most influential business destinations in the world.”
– Margaret Ma Connolly, President and CEO,
Informa Markets Asia
“The decision to launch The Festival of Connoisseurs here is not simply a commercial one. It is a profound statement of conviction. We believe Hong Kong stands as the sovereign gateway between the world’s second largest economy and the global stage, where the Eastern prosperity meets the Western artistry,” Ma Connolly added.
“By bringing together the resources, know-how and expertise of Informa’s global luxury portfolio – from the world’s most prestigious boat shows to the finest jewellery fairs, from the exclusive private aviation platforms in Dubai to the spectacular supercar showcases in Monaco – and anchoring them here in Hong Kong, we are establishing Asia’s definitive luxury show platform for the long term.”
The approach suggests a deliberate shift away from traditional exhibition hall formats towards experiential, city-wide showcases that mirror the aspirational positioning of luxury brands and audiences.
Central to TFOC is its distributed event model, which will activate multiple venues and public spaces across Hong Kong, including waterfront locations and landmark sites.
Rather than concentrating activity within a single venue, the format is designed to allow different product categories to be presented in context – for example, yachts and marine products along harbourfront locations, or art and jewellery within cultural and lifestyle districts. While the source material does not specify exact venues, it confirms that TFOC will extend across “multiple landmarks and signature locations” citywide.
The programme will span sectors including supercars, yachts, haute jewellery and horology, high-end travel, art, luxury real estate, private aviation, fine dining and wellness.
In addition to targeting professional buyers, the event is structured as a B2B2C platform, engaging both trade audiences and the general public to create broader tourism impact.
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Under the MoU, Hong Kong will host TFOC from 2026 to 2028, with ambitions to build it into an annual flagship event and expand its international reach over time.
As part of the collaboration, HKTB will also participate in selected Informa Markets luxury events globally – including the Monaco Yacht Show, Palm Beach International Boat Show and Top Marques Monaco – as a way of promoting Hong Kong as a destination to high-end travellerss.
For organisers, the initiative reflects a broader industry shift towards integrated destination-led event strategies, where exhibitions function not only as trade platforms but also as curated experiences embedded within the city itself.
Main image… HKTB executive director Anthony Lau and Informa’s Margaret Ma Connolly hold copies of the signed MoU with HKTB and Informa executives in the background
