FOOD AND WINE proved to be the ideal ingredients as Hong Kong laid on an exclusive dinner for MICE-travel organisers from key markets as the city’s tourism board launched a new version of its Incentive Playbook.
The “Toast to Success: Hong Kong Top Travel Agents Celebration & Gala Dinner”, was held in a VIP event marquee at the Hong Kong Food & Wine Festival, along Central Harbourfront – an annual event that is gaining huge popularity among locals and visitors alike. This year the flagship event was given theme of “Remix. Best of All Worlds”.
Hosted by Hong Kong Tourism Board (HKTB), the dinner featured awards for travel organisers and a Cantonese menu crafted by five master chefs who are also recognised for their roles in promoting Hong Kong. Dishes were paired by a sommelier with several wines including a choices from vineyards in China.
HKTB took the opportunity presented by the festival to highlight the city’s growing reputation as a “world-class epicurean capital and premier destination for business and leisure”. Leaders involved with several conferences in the city were invited to the dinner.
More than 80 top-tier travel agents from nine short-haul markets – mainland China, India, South Korea, Thailand, Indonesia, Malaysia, Singapore, Vietnam and the Philippines – also participated in a familiarisation trip from October 22-27, organised by HKTB.
The day before the festival dinner, new incentive products in the “Hong Kong Incentive Playbook 2.0: New Discovery” were revealed to 300 travel organisers and industry partners at Ocean Park Marriott.
Jennifer Ma, executive president of Grand China MICE Holdings, said corporate groups from mainland China placed particular importance on food, making the Hong Kong Wine & Dine Festival highly attractive to them. The festival’s event format allowed participants to sample local Hong Kong life with a cultural experience that blends East and West. “This kind of opportunity is especially popular among many young people in Chinese enterprises,” Ma said.
She added that the upgraded Hong Kong Incentive Playbook 2.0 together with its new ‘Empowerment’ theme and HKTB’s curated familiarisation trip in Hong Kong provided insights into many new tourism resources, such as events and venues. This will help corporate organisers in mainland China plan MICE-travel activities to Hong Kong.
Expanding on the first edition’s success, Playbook 2.0 delivers 200-plus new activities, from fencing workshops and billiard masterclasses to tours of grand auction houses, iconic movie sets and traditional Chinese temples, immersing MICE travellers in Hong Kong’s vibrant culture.
Themes of the new incentive ideas covered “cruise” and “empowerment” with activities that blend team-building with personal enrichment. Delegates are encouraged to take the Hong Kong experience to the sea, ensuring professional growth and unforgettable moments in Victoria Harbour. Some of the ideas were previewed during the fam trip for MICE-travel organisers.
Ornnichcha Chomraka of Bonus Travel, Thailand said the Hong Kong Wine & Dine Festival, held in late October, coincided with public holidays in Thailand, making it an ideal time for Thai food lovers to visit Hong Kong. She noted the growing interest among companies in cruise liners sailing from Hong Kong. This helps her company expand and enrich its MICE travel offerings – for example, combining a two-day Hong Kong land itinerary with a cruise.
Chomraka also praised HKTB’s Hong Kong MICE Guide, which helps industry professionals design premium experiences for corporate clients. Whether for automotive, insurance, or pharmaceutical companies, the guide’s curated Hong Kong experiences cater to the diverse needs of different corporate clients.
Coinciding with the Wine & Dine Festival were several international conferences and exhibitions in the city. They included Hong Kong Arbitration Week 2025, the International Conference of Legal Regulators 2025, the IATA World Sustainability Symposium 2025, iFX EXPO Asia 2025, The Mega Show Hong Kong 2025 (Part 2) and the Global Sources Hong Kong Show.
To highlight how Hong Kong can integrate business events with leisure experiences, HKTB invited thousands of attendees from these business events to join the Wine & Dine Festival 2025. The events spanned five key sectors – legal services, aviation, financial services, manufacturing and trade.
HKTB said the vibrant atmosphere surrounding the Wine & Dine Festival encouraged overseas participants to prolong their stay in Hong Kong to explore and experience more of the city.
Main picture: Award winners join Hong Kong government and tourism officials on stage during the gala dinner to celebrate business event success and new incentive ideas for visiting groups
