The Hong Kong Tourism Board (HKTB) has entered a three-year strategic partnership with global trade exhibition organiser Informa Markets to bring a portfolio of premium international event IPs to the city.
Under a Memorandum of Understanding (MoU) spanning 2026 to 2028, the collaboration will establish a luxury business-to-business-to-consumer (B2B2C) platform named The Festival of Connoisseurs.
Departing from traditional convention centre formats, the flagship event will debut Asia’s first “city-as-your-showroom” concept. Instead of confining exhibits to a single venue, the festival will activate multiple landmarks and signature locations across Hong Kong to display high-end sectors, including supercars, yachts, haute jewellery, horology, private aviation, fine art, and rare spirits.
The event will see a high-impact soft launch in November 2026 before expanding into a full-scale annual festival in 2027.
To build out the festival’s footprint, Informa Markets plans to anchor several events from its global luxury portfolio in Hong Kong. This includes expanding major international IPs to the city, such as Top Marques Monaco, which will debut in Asia through this initiative.
As part of the reciprocal agreement, the HKTB will also participate in five of Informa’s major global high-end exhibitions including the Monaco Yacht Show, Palm Beach International Boat Show, Fort Lauderdale International Boat Show, and Jewellery Arabia, to actively promote Hong Kong’s high-end tourism capabilities to international audiences.
