In a bid to revitalize its tourism sector and brand itself as the prime hub for Meetings, Incentives, Conventions, and Exhibitions (MICE), the Hong Kong Tourism Board (HKTB) has rolled out its Development Blueprint for Hong Kong Tourism 2.0. This initiative aims to entice high-yield visitors and enhance their overall experience in the city.

A shining example of this vision came to life during the Asia Financial Forum (AFF), Hong Kong's leading financial conference that kicked off the new year. Hosted by the HKSAR Government and now in its 18th year, the AFF attracted around 100 prominent guests from the global financial community. Echoing the sentiments of Phoebe Shing, Director of Business Development for MICE at HKTB, the event was not just a financial gathering but a celebration of Hong Kong's renowned hospitality and cultural richness.

Beyond its role as a financial epicenter, Hong Kong is positioning itself as an ideal destination for 'bleisure' travel — a blend of business and leisure. Attendees at the AFF were encouraged to explore iconic experiences that showcase the city’s diverse offerings. From breathtaking views aboard the Peak Tram to a serene cruise on Victoria Harbour, the guests had a plethora of options designed to highlight the city's unique blend of tradition and modernity.

The carefully curated experiences included visits to the historic Man Mo Temple for a glimpse of traditional Chinese culture, as well as tours of the revitalized heritage site Tai Kwun, which reflects Hong Kong's rich history and architectural grandeur.

As the city continues to strengthen its appeal as “The World’s Meeting Place,” the combination of high-level business engagements and unparalleled leisure experiences is set to attract even greater numbers of international visitors in 2025 and beyond. With ambitious plans and exciting offerings on the horizon, Hong Kong is eagerly stepping back into the spotlight as a premier destination for both business and pleasure.