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When Hong Kong decides to make an entrance, it doesn’t slip quietly into the room. It brings the lights, the orchestra and, occasionally, a lion dance.

At AIME 2026, the city is doing precisely that, arriving in Melbourne with its largest delegation since 2013 and a freshly sharpened pitch for Australia and New Zealand’s business events market. At the centre of the push is Incentive Playbook 2.0, a substantial upgrade that reflects a destination very keen to remind planners why Hong Kong still sets the pace in Asia’s meetings and incentives race.

The Hong Kong Tourism Board (HKTB) will bring 29 partners to the Asia Pacific Incentives and Meetings Event (AIME), running from 9–11 February 2026. Airlines, hotels, venues, attractions and destination management companies will all be on hand, signalling not just intent, but confidence.

Launched in October 2025, Incentive Playbook 2.0 is a practical, ideas-rich guide spanning seven themes. Two are new Cruise and Empowerment joining Arts & Culture, Wellness & Nature, Neighbourhoods, Nightlife & Parties, and Hong Kong Signatures. In total, the playbook features more than 200 incentive-ready experiences, designed to move groups beyond the ballroom and into the city’s layered, street-level character.

This is not a theory. It’s a working manual for planners under pressure to deliver experiences that feel meaningful, memorable and, crucially, different.

The line-up at AIME reflects Hong Kong’s depth. Airlines include Cathay Pacific and Hong Kong Airlines, while the hotel contingent ranges from global stalwarts to modern icons, most notably Rosewood Hong Kong, recently ranked first in the World’s 50 Best Hotels 2025. Cultural heavyweights such as M+ Museum and Ocean Park Hong Kong round out a delegation built to answer almost any brief.

The timing is deliberate. According to HKTB, visitors from Australia and New Zealand travelling to Hong Kong for MICE purposes are up 10 per cent year on year, with overall visitation from both markets continuing to climb.

HKTB Director for Australia, New Zealand and the South Pacific, Karen Macmillan, says the market signals are unmistakable.

“Our local MICE and trade team, led by Karen Prideaux in Sydney, is registering an increased number of inquiries from Australia and New Zealand,” she 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.”

Improved air access is adding further momentum. Direct services now link Hong Kong with Sydney, Melbourne, Brisbane, Adelaide, Perth, Auckland, and Christchurch, connectivity that matters for time-poor executives who want maximum impact with minimal transit friction.

On the show floor, HKTB is determined not to be just another stand. The board will sponsor AIME’s hosted buyers’ lunch on Tuesday, 10 February, featuring a traditional lion dance and a menu showcasing Hong Kong’s culinary excellence. Hong Kong–inspired flavours will also feature during afternoon drinks across both exhibition days informal settings designed to spark conversations that PowerPoint rarely can.

Marilyn Tham, HKTB General Manager for Mega Events, MICE and Cruise, will join the delegation, underscoring the city’s commitment to business events across land and sea.

For Australian and New Zealand planners, the message is clear. Hong Kong is not reinventing itself; it is refining what it has always done well, connecting cultures, compressing distance, and delivering experiences that feel effortless yet unforgettable.

To stay updated on developments and planning tools, visit www.mehongkong.com.