The pulse of Hong Kong’s exhibition and trade show industry is quickening as excitement builds for what this year has in store. Riding the wave of recovery from 2024, the sector is set to leap forward propelled by initiatives from the Government and growing international participation.
While stakeholders continue to navigate geopolitical tensions, trade tariffs and global economic uncertainties, the prevailing sentiment is optimistic. Last year, the global exhibition market was projected to reach a valuation of US$44 billion, marking a strong rebound from the pandemic downturn.
In Hong Kong, Hong Kong Trade Development Council (HKTDC) projected 4% increase in overall exports this year, with export levels continuing on the upward trajectory maintained throughout 2024, signalling an upward trend for the local C&E industry.
HKTDC will organize around 40 trade fairs and industry conferences this year. “Spanning diverse industries, from innovation and technology (I&T), sustainability and healthcare to logistics, fashion, design and film, our events attract industry players from over 190 countries and regions. We will continue to focus on our core themes of innovation, sustainability and wellness across our work, all key drivers of growth today,” stated HKTDC Executive Director Margaret Fong.
She said HKTDC’s anchor fairs and conferences received a great response in 2024, with attendance in some cases, such as the Asian Financial Forum and Belt and Road Summit, exceeding pre-pandemic levels. Many participants were regular returnees as well as newcomers.
In 2023-2024, the Hong Kong Convention and Exhibition Centre (HKCEC) hosted 823 events, including 122 exhibitions and 81 conferences. Attendance exceeded 7.3 million – a significant increase from the previous year's 765 shows and 5.4 million attendees. Notably, all major recurrent trade fairs at the HKCEC returned in 2024, with the recovery of traditional trade shows varying by industry. In 2023/24, niche B2B exhibitions (such as tech and ESG) performed well in terms of scale.
“We are encouraged to note that the number of events at HKCEC has now surpassed 80% of pre-Covid levels, reaffirming Hong Kong’s status as ‘Asia’s Events Capital’ and enhancing its role as a super-connector between the Mainland and the world,” said Monica Lee-Müller, Managing Director of HKCEC (Management) Limited (HML).
2025 – A Full Calendar
HKTDC’s toys, baby products and stationery fairs last month attracted over 80,000 buyers from 119 countries and regions. Coming up in March are twin jewellery shows and FILMART, with InnoEX and electronics fairs scheduled in April. In summer, the public can enjoy fairs on books, sports, food and wellness. The annual fashion showcase Centrestage, autumn electronics fairs and Eco Expo, HKTDC’s flagship sustainability event, will be held in August. HKTDC’s signature start-up event, Entrepreneur Day, will close out the year.
Industry conferences include the Asian Financial Forum, the Asia Summit on Global Health, the Belt and Road Summit (celebrating its 10th edition this year), and the Asian Logistics, Maritime and Aviation Conference, along with the Business of IP Asia Forum.
New shows at HKCEC include Consensus Hong Kong 2025, an influential cryptocurrency, blockchain and Web3 event, which is expanding its global footprint beyond North America; and Bitcoin Asia 2025. Returning exhibitions that successfully debuted in 2024 include Hong Kong Holiday & Travel Expo and the Hong Kong Illustration and Creative Show.
At the Hong Kong Exhibition and Convention Industry Association (HKECIA), sentiments reflect cautious optimism.
“After speaking with several HKECIA members, it seems that many remain cautious about what the upcoming year may hold,” stated HKECIA Chairman Stuart Bailey. “In 2024, most large trade events returned to nearly pre-pandemic levels, achieving about 90% attendance, with a healthy number of exhibitors. However, overseas buyers, particularly from long-haul destinations, are yet to reach the levels seen in 2018 and 2019.”
He said opening the airport’s third runway and a robust roster of long-haul flights have made travel more affordable for trade visitors. Nevertheless, the strong U.S. dollar continues to be a significant challenge, particularly for Southeast Asian visitors.
“It was great to see that HKTDC’s toy and gift fairs started strong with the exhibition halls bustling with activity – a promising sign. However, we still face economic challenges in the Mainland, along with the U.S. President's rhetoric regarding potential trade tariffs on products from China. It remains uncertain whether this will have a tangible impact on global trade and, consequently, on trade exhibitions,” Bailey explained.
On a positive note, he said many targeted industry events in Hong Kong are performing well. Sectors such as jewellery, wine, art and antiques, cosmetics and food appear relatively buoyant and are likely to remain stable regardless of external trade factors.
Wendy Wen, Managing Director, Messe Frankfurt (HK) Ltd, said the company’s shows in Hong Kong include the Hong Kong International Stationery & School Supplies Fair, a platform for global buyers to meet industry suppliers in one of Asia’s most crucial sourcing cities. Eco Expo Asia, supported by the Environment and Ecology Bureau, is a global trade platform for the environmental protection industry. Both fairs are organized in partnership with HKTDC and drew strong local and international participation last year.
AsiaWorld-Expo (AWE) also anticipates a fruitful 2025 with significant exhibitions and conferences across various sectors. “This year, we will welcome a diverse array of significant exhibitions and conferences, particularly in the aviation and logistics sectors, as well as cutting-edge technology showcases,” said AWE CEO Irene Chan.
Lying adjacent to Hong Kong International Airport, the sprawling complex will host the global aviation convention Routes World for the first time in September. The annual event provides a platform for over 260 airlines, airports, tourism organizations and other stakeholders, with over 3,000 industry leaders expected to converge in the city. The inaugural “Airspace Asia Pacific 2025” will be held in December.
AWE will also host four concurrent tech expos in July. Build4Asia 2025, focusing on creating smart, equitable cities, will run alongside Battery Show Asia, Mobility Tech Asia and the brand-new fair Data Center Asia.
Another big AWE draw is the inaugural edition of the Longines Hong Kong International Horse Show (14-16 February). The international event, which boasts over 50 years of history in London, will feature show jumping classes, dressage displays as well as leisure and entertainment. Exhibition halls will transform into an indoor equestrian hub with stables, luxury shopping village and dining area. The show is expected to attract over 25,000 visitors from across Asia.
Feedback from new and returning international exhibitors regarding Hong Kong has been positive, according to Chan.
Sara Grasso, an exhibitor at the Asia Fruit Logistica show at AWE last year, said she found the fair lively. “At our stand, there were visitors from various countries across Asia. In strategic terms, the event is an important opportunity to plan sales of kiwifruit, apples and plums in Asian markets.”
Welcoming New Connections
The Government has been fostering stronger connections with Middle East and Belt and Road markets, with increasing numbers of exhibitors to Hong Kong post-pandemic.
Lee-Müller said HML had geared up to welcome business visitors from these regions, especially Islamic nations. HKCEC was recently accredited as a Muslim-friendly MICE venue and has secured Halal-certified suppliers to provide food at concession stands.
ASEAN markets also show substantial promise. Messe Frankfurt (HK) Ltd is actively connecting exhibitors with buyers in these regions, facilitating significant business opportunities. “We have three fairs in Vietnam and one in Jakarta dedicated to Indonesia’s two-wheeler industry. In 2024, the company established seven trade fairs in Central Asia.“
“In all three regions, participation from Hong Kong and Mainland exhibitors was very positive,” said Wen. “Helping domestic suppliers reach these high potential markets and more traditional markets is a vital part of our business and a key channel for them to increase sales and exports in challenging times.“
The company will also lead Hong Kong exhibitors into key markets across Greater China in 2025, organizing 45 shows across various industry clusters.
Outlook for 2025 and Beyond
To stimulate growth, Chief Executive John Lee announced an additional HK$500 million for the Incentive Scheme for Recurrent Exhibitions 2.0 in his 2024 Policy Address. The scheme has already supported over 110 exhibitions by August 2024, involving total incentives of about HK$538 million. By mid-2025, the Government aims to support over 200 exhibitions under this initiative.
“There remain challenges such as hotel prices and flight resumptions, affecting non-Hong Kong exhibitors' willingness to travel,” said Fong. “Nonetheless, with our enhanced event offerings and robust Government support, we are optimistic about continued success in 2025.”
Besides grappling with a manpower shortage, the industry requires more exhibition space, especially during peak season. A Government-commissioned consultancy study estimates a peak period shortfall of about 132,000 sqm by 2028, according to HKTDC Research. At AWE,
Phase 2 development and expansion will feature the largest indoor multipurpose performance arena in Hong Kong, expanding its C&E space from 70,000 sqm to 100,000 sqm.
Wen said participating in relevant trade fairs remains essential as the world faces economic instability. “In challenging times, networking and staying updated on trends is crucial,” she reiterated.
Overall, Bailey believes Hong Kong can expect a continuation of last year's positive trends in the events sector. “The Government's development blueprint for Hong Kong's tourism industry 2.0 is encouraging, outlining important metrics that we hope will support the exhibition sector, particularly in attracting more overseas participants.”