HONG KONG — The Hong Kong Tourism Board (HKTB) and Informa Markets have signed a three-year partnership to launch The Festival of Connoisseurs (TFOC), a new business-events platform that will position Hong Kong as part of the exhibition experience.
Announced in a memorandum of understanding covering 2026 to 2028, the partnership aims to establish TFOC as an annual flagship event that combines luxury exhibitions, business networking, and destination experiences. The initiative introduces what organisers describe as Asia’s first “city-as-your-showroom” concept, extending activities beyond a single venue and into multiple locations across Hong Kong.
According to HKTB and Informa Markets, TFOC will cover sectors including superyachts, private aviation, luxury travel, jewellery and watches, fine dining, art, wellness and premium real estate. Rather than concentrating activities within a convention centre, the event will utilise hotels, waterfront locations, retail districts and other city landmarks as part of the overall experience.
The agreement also includes collaboration on a number of Informa’s international luxury event brands, including the Monaco Yacht Show, Palm Beach International Boat Show, Fort Lauderdale International Boat Show, Jewellery Arabia, and Top Marques Monaco. Top Marques Monaco will also make its first move into Asia by expanding into Hong Kong.
Speaking at the signing ceremony, HKTB Chairman Peter Lam said the partnership supports Hong Kong’s efforts to strengthen its position within the global MICE market while attracting high-value visitors and international brands. Margaret Ma Connolly, President and CEO of Informa Markets Asia, described Hong Kong as a strategic gateway between international markets and mainland China, and said the city would serve as the long-term home of the new platform.
The launch reflects a broader shift within the business events industry towards integrating destination experiences more closely into event design. As destinations compete for premium visitors and high-value events, organisers are increasingly exploring ways to move beyond traditional venue-based formats and use the wider city as part of the delegate experience.
