“Hong Kong feels more confident and more accessible”

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Beverly Au Yong, Director Middle East & Central Asia at the Hong Kong Tourism Board, talks about Hong Kong as a MICE destination, the “Only in Hong Kong” campaign and the experiences that make the city unique. We have known each other for many years, and it was a real pleasure to meet again at The Mira Hong Kong during a fam trip. 

Lina Moskvina. CEO MICE&more: What was your first impression of Hong Kong, and how did it change over time?

Beverly Au Yong, Hong Kong Tourism Board: My impression of Hong Kong has always been that it is a city of energy and contrasts: world-class infrastructure and global connectivity, paired with a strong local identity and culture. Over time, that “pulse” has only intensified for me.

In the past, I often viewed Hong Kong through the lens of speed: busy streets, iconic skyline views, and efficient daily life. Today, I see it as more than just a fast-paced hub. There’s been a noticeable shift toward a more experience-led city: more attention to arts and culture, neighbourhood storytelling, and new visitor-friendly initiatives that make it easier to discover what makes each district unique.

Overall, Hong Kong feels more confident and more accessible. It’s still distinctly itself, but it is evolving, offering richer experiences while preserving the characteristics that first made it stand out to me.

Lina Moskvina. CEO MICE&more: Why is Hong Kong the ideal destination for MICE (Meetings, Incentives, Conventions and Exhibitions)? Give five key reasons.

Beverly Au Yong, Hong Kong Tourism Board:

1. Global Connectivity

Hong Kong is a reputable international business hub and an ideal destination to meet, explore opportunities, and exchange ideas. Hong Kong offers visa-free entry for about 170 countries and territories. Logistically, Hong Kong is extremely convenient, connecting the city to over 200 destinations worldwide.

2. Gateway to Chinese Mainland and the GBA

Hong Kong’s location next to Chinese Mainland creates a wide range of opportunities for travellers. The city offers a convenient gateway to Chinese Mainland by air, car, and high-speed rail. International travellers who enter Hong Kong have visa-free access to Guangdong Province for up to 240 hours. This also unlocks the vast potential of the Greater Bay Area (GBA), which has a market of over 87 million people and approximately US$2 trillion in GDP.

3. World-class MICE Destination

Hong Kong has been recognized as the international trade fair capital of Asia; it is dynamic business-focused environment connects events to the region’s most robust markets, making it the premier meeting destination.

4. Unique & Diverse Experiences

Hong Kong balances Chinese tradition with modern, global vibes, making it ideal for business event guests. Its iconic east-meets-west cultural mix delivers unique and layered experiences. The city also offers a dynamic range of post-MICE event options, from local street food to Michelin dining and exclusive cultural festivals alongside skyline landmarks, which balance business and leisure for MICE travellers.

5. Government support and special programs for MICE groups

Hong Kong is a city that purposefully invests in attracting business groups. Behind this effort is the Hong Kong Tourism Board and its specialized division, Meetings & Exhibitions Hong Kong (MEHK), which provide comprehensive support from event bidding to hospitality offers curated for events.

MICE groups arriving in Hong Kong can enjoy an array of exclusive offers and attractive benefits throughout their trip, from arrival at the airport to the event, sightseeing, and all the way to the day they depart. The Hong Kong Rewards program includes dining and shopping offers at Hong Kong Disneyland, promotions at Ocean Park Hong Kong, horse racing experiences at the Shatin and Happy Valley Racecourses, special deals for major museums, exclusive air and rail offers, free cultural boosts, and access to world-class attractions.

Lina Moskvina. CEO MICE&more: “Only in Hong Kong” is your new marketing campaign. What is it about, and what is the main idea?

Beverly Au Yong, Hong Kong Tourism Board: The “Only in Hong Kong” campaign redefines how the city is experienced and differentiates Hong Kong as Asia’s World City. Moving beyond a place to see, the campaign reveals Hong Kong made to be felt. By capturing the city’s sights, sounds, and rich flavours, “Only in Hong Kong” reveals the true soul of the city, transforming everyday moments into lifelong memories.

Lina Moskvina. CEO MICE&more: Is this destination self-sufficient, or can it be combined with others? If so, with which ones?

Beverly Au Yong, Hong Kong Tourism Board: Hong Kong is completely self-sufficient. It has everything for a full holiday of 1 to 10 days: from urban entertainment to nature parks, from museums to beaches. At the same time, it combines perfectly with neighboring regions.

The most common combinations are:

Macau – a quick ferry ride, just one hour away, offering a multicultural heritage and Chinese culture with casinos, European architecture, and a unique culinary scene.

Southern China (Shenzhen, Guangzhou, Hainan) – high-speed trains get you to major mainland cities in a couple of hours, and Hainan Island is only a 1.5-hour flight away.

Southeast Asian countries (Thailand, Vietnam, Singapore, the Philippines, Malaysia) – Hong Kong serves as an ideal hub for Asian itineraries.

Lina Moskvina. CEO MICE&more: If you have only 24 hours in Hong Kong, what are the must-see places and must-try dishes? 

Beverly Au Yong, Hong Kong Tourism Board: I would start with Victoria Peak, taking the Peak Tram to enjoy the panoramic view of the city and the harbour. Then I would explore Central, the Mid-Levels escalators and Tai Kwun, where old historic buildings, modern skyscrapers, art, culture and heritage come together.

An evening cruise on the aqualuna junk and a visit to the West Kowloon Cultural District are also must-see experiences.

As for food, I would recommend trying dim sum, Hong Kong-style milk tea, Hong Kong roast goose and egg waffles (“gai daan jai”). Be sure to visit Hong Kong’s famous bars – Bar Leone was named the world’s best bar in 2025 by the World’s 50 Best Bars ranking. 

And, of course, experience Five O’clock Tea at the historic Peninsula Hotel.

Lina Moskvina. CEO MICE&more: What large-scale and iconic events characterize Hong Kong? Which events attract guests from around the world?

Beverly Au Yong, Hong Kong Tourism Board: Chinese New Year celebrations turn the city into a nonstop show, with a night parade, fireworks over Victoria Harbour, lion dances and concerts.

WinterFest transforms the heart of the business district into a festive wonderland with light shows, festive markets and seasonal experiences.

Art Basel Hong Kong is a centerpiece of the Asian art scene. In 2026, it featured 240 galleries from 41 countries and regions.

Dragon boat races are another important part of Hong Kong’s identity. The city is considered the birthplace of modern dragon boat racing, and the Hong Kong International Dragon Boat Festival attracts teams from around the world.

The Hong Kong Wine & Dine Festival brings together hundreds of pavilions featuring fine wines and food from countries and regions around the world. Hong Kong is also one of the world’s jewelry trading hubs, hosting several prestigious International Gem and Jewelry Shows every year.

The Hong Kong Football Festival brings world-class football stars from prestigious clubs to the city. In 2026, the festival features European giants such as Manchester City, Chelsea, Inter Milan, and Juventus.

These world-class business events and mega events highlight Hong Kong as “The World’s Meeting Place” and the “Events Capital of Asia.”