Hong Kong Boosts Global Tourism with ‘Only in Hong Kong’ Campaign and Secures LEAP East for Three Years: Is the City Becoming Asia’s Ultimate MICE Destination?

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Hong Kong is taking its tourism revival to the next level by investing not only in leisure travel but also in business events that generate year-round visitor demand. To maintain the momentum created by rising international arrivals, the Hong Kong Tourism Board (HKTB) has unveiled a new global promotional campaign titled “Only in Hong Kong”, designed to showcase experiences that travellers can find nowhere else.

At the same time, the city has secured another major victory for its Meetings, Incentives, Conferences and Exhibitions (MICE) sector by obtaining the exclusive regional rights to host LEAP East, the Middle East’s flagship technology exhibition, for the next three years.

The combination of destination marketing and high-profile business events signals Hong Kong’s ambition to reinforce its position as one of Asia’s leading tourism and convention hubs. Could this dual strategy be the key to sustaining the city’s remarkable tourism recovery?

“Only in Hong Kong” Campaign Targets Global Travellers

The Hong Kong Tourism Board has launched its latest international marketing initiative, “Only in Hong Kong,” to inspire travellers by highlighting experiences unique to the city.

The campaign promotes Hong Kong’s distinctive blend of East-meets-West culture, world-renowned gastronomy, iconic skyline, vibrant neighbourhoods, harbourfront attractions and year-round festivals.

Rather than focusing solely on famous landmarks, the campaign aims to showcase authentic local experiences, encouraging visitors to explore beyond traditional sightseeing itineraries.

By promoting Hong Kong’s diverse tourism offerings, HKTB hopes to maintain the strong visitor growth recorded during the first half of 2026 while attracting new audiences across both regional and long-haul markets.

Hong Kong Reinforces Its Position as a MICE Powerhouse

Alongside its leisure tourism campaign, Hong Kong has strengthened its standing in the global business events industry by securing exclusive regional rights for LEAP East.

LEAP is widely recognised as one of the Middle East’s flagship technology exhibitions, bringing together innovators, technology companies, investors, entrepreneurs and policymakers from around the world.

Hosting LEAP East in Hong Kong for the next three years positions the city as an important gateway connecting technology ecosystems across Asia and the Middle East.

The event is expected to attract thousands of international delegates, exhibitors and business travellers, generating significant economic benefits for Hong Kong’s tourism and hospitality sectors.

Why MICE Tourism Matters

Meetings, Incentives, Conferences and Exhibitions—commonly known as MICE tourism—play a crucial role in the global travel industry.

Unlike traditional leisure tourism, business travellers often visit throughout the year, helping destinations reduce seasonal fluctuations in hotel occupancy and visitor spending.

Conference delegates also tend to spend more on accommodation, dining, transportation, entertainment and shopping, creating wider economic benefits across multiple sectors.

For Hong Kong, expanding its MICE calendar strengthens demand not only for convention venues but also for airlines, hotels, restaurants, retailers and local attractions.

Hong Kong Offers World-Class Business Event Infrastructure

One of Hong Kong’s biggest competitive advantages lies in its internationally recognised infrastructure for hosting major events.

The Hong Kong Convention and Exhibition Centre (HKCEC) and AsiaWorld-Expo regularly welcome global conferences, exhibitions and trade fairs across industries ranging from finance and healthcare to technology and consumer products.

Supported by Hong Kong International Airport, one of Asia’s busiest aviation hubs, delegates enjoy convenient international connectivity with destinations across Europe, North America, the Middle East and the Asia-Pacific region.

Efficient public transport, a wide selection of international hotels and multilingual business services further enhance Hong Kong’s attractiveness for organisers planning large-scale events.

Business Visitors Also Become Leisure Travellers

An increasing number of conference attendees now extend business trips into leisure holidays, a trend commonly referred to as “bleisure” travel.

After attending meetings or exhibitions, visitors often explore attractions such as Victoria Peak, Victoria Harbour, Hong Kong Disneyland, Ocean Park, Temple Street Night Market and the city’s celebrated culinary scene.

This combination of business and leisure travel generates additional tourism revenue while encouraging longer visitor stays.

The “Only in Hong Kong” campaign complements this trend by encouraging delegates attending international events to discover unique experiences beyond conference venues.

Positive Outlook for Hong Kong Tourism

The launch of a global tourism campaign alongside the acquisition of a major international technology exhibition reflects Hong Kong’s long-term tourism strategy.

Rather than relying solely on holidaymakers, the city continues to diversify visitor demand by strengthening both leisure tourism and business events.

As international travel continues to recover and global conferences return to full scale, Hong Kong appears well positioned to attract a broader mix of travellers while reinforcing its reputation as one of Asia’s most dynamic destinations for tourism, innovation and international business.

Key Stats

• HKTB has launched the “Only in Hong Kong” global tourism campaign.
• Hong Kong has secured exclusive regional rights to host LEAP East.
• LEAP East will be held in Hong Kong for the next three years.
• The event strengthens Hong Kong’s global position in MICE tourism and technology conferences.
• The initiative supports continued growth in leisure and business travel.

FAQ

1. What is the “Only in Hong Kong” campaign?
It is a global promotional initiative launched by the Hong Kong Tourism Board to showcase experiences that are unique to Hong Kong and attract international visitors.

2. What is LEAP East?
LEAP East is the regional edition of the Middle East’s flagship technology exhibition, bringing together technology companies, investors and innovators.

3. Why is LEAP East important for Hong Kong?
Hosting the event strengthens Hong Kong’s MICE tourism sector, attracts international business travellers and reinforces the city’s position as a leading convention and innovation hub in Asia.

Timeline and Events

• 2026: Hong Kong Tourism Board launches the “Only in Hong Kong” global tourism campaign.
• 2026: Hong Kong secures exclusive regional rights to host LEAP East.
• 2026–2028: LEAP East scheduled to take place in Hong Kong over the next three years, supporting long-term growth in business events and MICE tourism.

Conclusion

Hong Kong’s latest tourism initiatives demonstrate a balanced strategy that combines destination marketing with world-class business events. The “Only in Hong Kong” campaign is designed to inspire leisure travellers by highlighting experiences unique to the city, while securing LEAP East for the next three years reinforces Hong Kong’s standing as one of Asia’s leading MICE destinations. Together, these developments position Hong Kong to attract a broader mix of holidaymakers, entrepreneurs and conference delegates, ensuring tourism remains a key driver of economic growth and international connectivity in the years ahead.