92nd UFI Global Congress Concludes Successfully at AsiaWorld-Expo,  Worldwide Delegates Experience Hong Kong’s Unique Charm and Vast Opportunities

Celebrating both UFI’s centenary and the 20th anniversary of AsiaWorld-Expo (AWE), the 92nd UFI Global Congress concluded successfully after four days of dynamic exchanges at AWE in Hong Kong. Returning to the city after 25 years, the international flagship event drew 600 exhibition and convention leaders from over 50 countries. Beyond delegates from Greater China, Europe, the Americas, the Middle East, and the Asia-Pacific, the Congress also welcomed industry elites from South America, Africa, and Eastern Europe.

This year’s programme also featured a special host session offering an in-depth exploration of the Greater Bay Area’s development potential as Asia’s emerging economic powerhouse.

The Opening Ceremony on 20 November was officiated by Mr Paul Chan, Financial Secretary of the HKSAR. Remarks were also delivered by Mr Fred Lam, Chairman of Airport Authority Hong Kong (AAHK); Dr Peter Lam, Chairman of the Hong Kong Tourism Board (HKTB); and Mr Hugh Jones, President of UFI.

In the opening remarks, Mr Chan noted: “At its core, exhibitions are about forging business connections and promoting trade in products and services. Your choice of the AsiaWorld-Expo as the congress venue speaks volumes about your focus on connectivity. The Hong Kong International Airport is the gateway to the Chinese Mainland, the broader Asian region and beyond, with over 1,100 flights to over 200 destinations every day. Indeed, Hong Kong’s role has always been a “super connector”. Under the “one country, two systems” framework, we enjoy convenient and sometimes priority access to the Chinese Mainland market, while maintaining the characteristics that define our success as an international trade, business and financial hub.”

Spotlight on GBA cooperation: driving industry transformation

One of the Congress highlights, the Host Session gathered representatives from AsiaWorld-Expo, the Hong Kong Tourism Board, the Hong Kong Trade Development Council, Macao’s Commerce and Investment Promotion Institute, and the Zhuhai International Convention & Exhibition Center. The session showcased successful collaboration models and illustrated the GBA’s immense potential for global MICE development.

Dual-gateway positioning unlocks new economic momentum

AWE CEO Irene Chan highlighted the venue’s strategic location next to Hong Kong International Airport and the Hong Kong–Zhuhai–Macao Bridge, enabling it to fully capitalize on the fast-growing GBA market. With Hong Kong connected to over 200 global destinations and within a five-hour flight of half the world’s population, the city is uniquely positioned as a Dual Gateway—attracting major international exhibitions and mega events while helping local and Mainland enterprises expand globally through Hong Kong.

AWE’s Phase 2 expansion is progressing rapidly, increasing total exhibition space to 100,000 square metres. The project includes Hong Kong’s largest indoor multipurpose arena, with capacity for 20,000 spectators, slated for completion in 2028. Meanwhile, Airport Authority Hong Kong is developing SKYTOPIA where AWE is located—a world-class Airport City integrating business, culture, art, and entertainment—with facilities designed to generate strong synergy with AWE’s diversified event portfolio.

Cultural and artistic experiences elevate the MICE journey

AWE curated a dedicated Cultural Corner within the venue, offering an immersive experience based on three pillars: gastronomy, cultural heritage, and creative arts. From Hong Kong-style dim sum and red-white-blue cultural motifs to Cantonese mahjong encounters and local art installations, delegates were invited to explore Hong Kong’s vibrant cultural identity while networking in an engaging, relaxed environment.

The Congress also extended the MICE experience beyond the venue. A highlight gala dinner was held at the M+ Museum, where AWE created a lively “city street” ambience with neon-light photo zones, nostalgic snack stalls, and live magic performances. Guests enjoyed an exclusive excerpt from Hong Kong Dance Company’s acclaimed production Grand Dance Drama Kung Fu Artistry, inspired by the 85th anniversary of Bruce Lee’s birth, blending martial arts aesthetics with contemporary choreography.

Immersive post-congress program: showcasing HK’s nightlife and heritage

As a special highlight after the congress, , AWE arranged a vintage tram night tour and a Lan Kwai Fong celebration for delegates. Cruising through the bustling districts of Central, Sheung Wan, and Wan Chai, guests enjoyed wine onboard while discovering layers of Hong Kong’s cultural history. The evening continued in Lan Kwai Fong, where participants experienced the city’s iconic nightlife and festive energy firsthand.

With a strategic focus on business-leisure (Bleisure) tourism, AWE leveraged the presence of global industry leaders to enhance Hong Kong’s appeal as an international MICE and travel hub. Many delegates chose to arrive early or extend their stay, generating additional economic benefits while exploring the city’s diverse cultural and urban attractions. These experiences also provide overseas event organizers with fresh inspiration to design richer, more innovative itineraries—strengthening Hong Kong’s position as a premier destination for international meetings, incentives, conventions, and exhibitions.