Positioning & Target Markets
The annual ITE Hong Kong, which for many years the city’s only and Asia’s leading international travel fair, will hold in 2025 its 39th edition since launching and its fifth physical edition since Covid-19. Held concurrently is the 20th edition of ITE MICE. It has two days for visitors from local and regional travel and MICE trade, and another two days for public who mainly premium FIT; and has three visitor promotion programs target respectively the travel trade, corporations and MICE, and the public.
Strong Official Support
Each year, ITE receives Message from the Chief Executive of Hong Kong SAR Government to welcome all participants; is strongly supported by China’s Ministry of Culture & Tourism and the China (mainland) pavilion is the largest in ITE; and has other tourism boards and trade associations as Supporters.
Among First to start Recovery
Since Covid-19, ITE held its first physical edition in 2021, and started welcoming back regional trade visitors in 2023 only three months after borders reopened.
Of the 515 exhibitors in ITE2024 and among its 7023 buyers and trade visitors, respectively 87% and 46% came from outside and overseas; and over 63000 quality visitors in public days.
Cover Major Source Markets
Hong Kong and neighboring Guangdong cities like Guangzhou and Shenzhen, which are extensively linked by bridges and speed trains, parts of the Greater Bay Area (the Bay). With a combined population of over 86 million and GDP of US$1.97 trillion in 2023, the Bay would have ranked World’s 11st largest economy after Canada which had a GDP of US$2.122 trillion. Moreover, Hong Kong by international travel spending in 2019 ranked World’s 11st and Asia’s 3rd largest source market.
With some 30% trade visitors from mainland China mainly from the Bay, ITE cover not only Hong Kong but also the Greater Bay Area.
Why FIT Matters?
FIT also include private tour! The ITE 2023 public survey found: “FIT only 70%; Half-Half 22% and Package Tour only 8%”. Thus, the maximum possible range of FIT is 70 + (70 x 70 / 78) = 89.7%! Also, many are frequent travelers and around 2/3 to spend more on travel in coming year! Thus, they are Premium FIT! ITE exhibitors can in public days sell and/or promote directly to tenths of thousands of them who many decision makers.
ITE MICE
With many official pavilions and stands, ITE exhibitors, leisure and MICE included, mainly arranged by geography. However, ITE MICE has its unique visitor promotion say invitations and complimentary tickets for members of various chambers of commerce and professional bodies.
Seminars
In ITE2024, some 100 seminars were held and 80 of them in two public days which often packed with the most popular ones attended by 200 audiences; and 4 seminars were held concurrently in the last hour before ITE2024 closed. These reflect the seriousness and great interest on outbound holidays.
In short, the highly international ITE Hong Kong is a proven and one-stop platform covering in separate days regional and local travel and MICE trade visitors, and premium FIT, who come from major source markets.
