Guests gathered for a group photo after the signing ceremony. Back row, from left: Dan Ye, Vice President of Informa Markets; Marilyn Tham, HKTB General Manager, Mega Events, MICE & Cruise; Joanne Chu, Acting Commissioner for Tourism; Dr. Peter Lam, HKTB Chairman; Stephen Carter, Group CEO of Informa Group; Enid Low, Chief Strategy Officer of AsiaWorld-Expo; Suzanne Wang, Chief Financial Officer, Informa Markets Asia; and Michael Duck, EVP Commercial Development, Informa Markets Asia. Front row: Anthony Lau, HKTB Executive Director (left), and Margaret Ma Connolly, President & CEO, Informa Markets Asia (right).
This article contains affiliate links. We may earn a commission at no extra cost to you.
A New Luxury Travel Format Is Taking Shape in Hong Kong
Luxury travel is increasingly shifting beyond hotels and venues into entire city ecosystems—and Hong Kong is now positioning itself at the center of that transformation. A new partnership between Informa Markets and the Hong Kong Tourism Board (HKTB) will launch The Festival of Connoisseurs in November 2026, marking a significant evolution in how global luxury events are staged.
The initiative reflects a broader tourism strategy aimed at turning Hong Kong into a citywide luxury experience platform, blending travel, culture, and high-end commerce into one immersive format.
Key Facts
- Partners: Informa Markets & Hong Kong Tourism Board (HKTB)
- Destination: Hong Kong
- Announcement date: May 27, 2026
- First edition: November 2026 (soft launch)
- Full rollout: 2027 expansion
- Format: Citywide “City-as-Your-Showroom” luxury festival
- Core concept: Multi-sector luxury activation across the city
Key Takeaways
- Hong Kong expands luxury tourism positioning through citywide experiential format
- Travelers gain access to immersive, multi-district cultural luxury programming
- Signals shift from venue-based events to destination-wide tourism experiences
- Reinforces Hong Kong’s role in Asia’s high-value travel and MICE ecosystem
- Reflects growing competition among global cities for ultra-luxury visitor segments
What Is The Festival of Connoisseurs?
The Festival of Connoisseurs is designed as a multi-layered luxury lifestyle platform spanning Hong Kong’s key cultural and commercial districts.
Instead of a single exhibition venue, the city itself becomes the stage. The concept activates landmarks, waterfronts, galleries, and lifestyle districts across Hong Kong.
The festival will debut with nine “worlds of connoisseurship,” including Marina, Marque, Vault, Galerie, Estate, and Culinaire, each representing a different segment of luxury living.
In its 2027 expansion, the event will scale into a broader international showcase with more brands and experiences integrated into the city.
Why Is This Important for Travelers?
For high-end travelers, this signals a shift toward destination-wide programming rather than isolated events.
Visitors will be able to experience luxury automotive, yachting, art, real estate, gastronomy, and design across multiple districts in a single trip.
This model encourages longer stays, higher spending, and more immersive engagement with the destination.
How Does This Impact the Travel Industry?
The “City-as-Your-Showroom” model reflects a growing industry trend: cities competing as integrated lifestyle destinations rather than just travel locations.
For tourism boards, this approach blends MICE, cultural tourism, and luxury retail into one unified strategy.
It also strengthens partnerships between event organizers and destination authorities, signaling a new era of co-created tourism ecosystems.
Why Hong Kong Is Pushing Luxury Tourism Now
Hong Kong continues to position itself as a global “super-connector” between mainland China and international markets.
With a high concentration of ultra-high-net-worth individuals and strong arts and finance ecosystems, the city is leveraging its infrastructure and cultural identity to attract high-value visitors.
This initiative also aligns with government strategies promoting yacht tourism and diversified visitor experiences beyond traditional retail tourism.
What Trend Does This Reflect?
This development reflects a clear global trend: the evolution of cities into experiential luxury platforms.
Instead of standalone events, destinations are increasingly curating multi-sensory, multi-location experiences designed to drive tourism demand and global visibility.
It also highlights growing competition among major hubs like Dubai, Singapore, and Hong Kong for ultra-luxury travelers.
About the Destination
Hong Kong remains one of Asia’s most influential tourism and business hubs, known for its skyline, harbourfront experiences, and deep cultural blend of East and West.
The city is a major centre for luxury finance, art trading, and high-end lifestyle experiences.
Its infrastructure and global connectivity continue to support its role as a leading MICE and premium tourism destination.
Industry Insight
Luxury tourism is increasingly being redefined by experience-led city activation rather than static hospitality offerings. This shift is pushing destinations to design integrated cultural and commercial ecosystems.
For travelers, this means more curated, multi-layered itineraries that combine events, dining, art, and lifestyle experiences in one destination.
For cities, it represents a competitive strategy to attract high-spending, experience-driven visitors in an increasingly fragmented global tourism market.
Check Availability
Travelers planning their trips to Hong Kong may find the following tools useful for comparing prices for hotels, tours, and travel experiences across multiple booking platforms.
Compare hotel prices on Trip.com
Book hotels on Booking.com
Find hotel deals on Agoda
Search hotel deals on Expedia
Explore tours and travel experiences on Klook
Travel Tools
When planning multi-destination trips, many travellers rely on travel tools we recommend and travel gear frequently used on our trips. You can explore our curated list of useful travel products here.
Related Coverage
Travelers interested in this story may also enjoy:
Vista Unveils Global 8000 Jet in Hong Kong and Shanghai Amid China Private Aviation Growth
AHOCA Launches Asia Chapter in Hong Kong, Strengthening US-Asia Hospitality Links
Lanson Place Causeway Bay Named Among Tatler Best 10 Hotels in Hong Kong for 2026
JLL Appoints Cleavon Tan as SVP to Expand Hong Kong Hotel Advisory
ITE Hong Kong 2026 Expands with Ice Travel and Global Exhibitors
The Hari Hong Kong Art Prize 2026 Announces Winners in Latest Edition
Marriott Bonvoy Returns as Official Partner of Cathay/HSBC Hong Kong Sevens 2026
Mandarin Oriental The Landmark Hong Kong Reopens 1 June 2026 After Major Renovation
Hong Kong Tourism Recovery: WTTC Urges Strategy to Diversify International Visitors
