Hong Kong’s long-running travel exhibition will return in June 2027, with organisers positioning the show as a gateway for international tourism suppliers seeking trade buyers and high-spending independent travellers from the Greater Bay Area.

The 41st ITE (Leisure) and 22nd ITE-MICE will be held from 10–13 June 2027 at the Hong Kong Convention and Exhibition Centre, retaining the event’s format of separate trade and consumer days. For destinations, hotels, attractions, cruise companies and other tourism suppliers, the commercial focus will again be the Greater Bay Area (GBA), encompassing Hong Kong and Macao alongside nine cities in Guangdong, including Guangzhou and Shenzhen.

ITE organisers put the GBA’s GDP at US$2.15 trillion, while citing Hong Kong’s high level of outbound travel as an indicator of the market’s potential. According to figures supplied by the organiser, Hong Kong residents spent US$30.3 billion on outbound travel in 2025 and made an average 15.7 departures per capita.

The organiser also says Hong Kong accounts for 40% of GBA families with net worth exceeding RMB10 million.

For overseas exhibitors, however, the more immediate attraction is the concentration of buyers attending the exhibition. ITE said two-thirds of its trade buyers in 2026 came from the Greater Bay Area, giving tourism suppliers access to travel intermediaries serving one of Asia’s higher-spending outbound markets.

Trade attendance grows

ITE 2026 attracted 602 exhibitors from 69 countries and regions, according to figures released by the organiser. Trade buyer attendance reached 8,442, up 11%, with 20% coming from Guangdong, 16% from other parts of mainland China and 17% from other Asian markets. Travel agents accounted for 54% of trade visitors, while MICE professionals represented another 22%.

The numbers underline the exhibition’s dual role. ITE is not solely an outbound leisure show: meetings, incentives, conferences and exhibitions remain an important part of its trade proposition, particularly as Asian destinations compete for corporate groups and incentive business. The first two days of ITE 2027 will be reserved for B2B activity, including business-matching sessions, trade seminars, exhibitor presentations, KOL networking and an industry forum covering travel policy and market trends.

ITE also continues to draw participation from mainland China. At the 2026 edition, China’s Ministry of Culture and Tourism organised what ITE described as its largest pavilion at the show, involving exhibitors from 20 provinces and municipalities, including Beijing and Shanghai.

The Hong Kong Tourism Board and Travel Industry Council of Hong Kong are supporters of the event.

Consumer market remains part of the proposition

ITE’s second half shifts the emphasis towards consumers, giving exhibitors an opportunity to reach frequent independent travellers directly. More than 74,000 public visitors attended ITE 2026. An organiser survey found 75% had taken multiple holidays during 2025, while 63% expected to increase their travel budgets in 2026.

That audience is significant for suppliers increasingly looking beyond traditional distribution channels to reach independent travellers, particularly for long-haul, luxury, experiential and special-interest products. he B2C programme includes more than 100 travel seminars, themed displays and KOL-led activities. Exhibitors can also apply for complimentary 25-minute seminar slots and conduct consumer engagement activities at their stands.

ITE said its survey found 43% of public visitors were interested in booking and paying for travel products on-site using mobile payments. Direct sales are permitted at the exhibition subject to compliance with Hong Kong laws and regulations. The organiser is also using digital traffic as an indicator of interest in the event. ITE's trade website recorded 881,102 visits between March and July 2026, including 290,670 visits during June, according to figures supplied by the show.

Exhibitor bookings open for 2027

Booth rates for ITE Hong Kong 2027 start at US$485 per square metre for raw space and US$530 per square metre for a shell scheme. An early-payment discount of 10% is being offered for bookings completed by 10 November 2026.

With outbound demand from mainland China continuing to reshape Asia-Pacific travel flows, ITE’s pitch to international suppliers is increasingly centred on its location rather than simply the scale of the exhibition. Hong Kong provides access not only to its own mature outbound market but to buyers and consumers across the wider Greater Bay Area.

For tourism businesses assessing China and the wider Asian outbound market for 2027, the mix of trade appointments, MICE buyers and direct consumer exposure gives the Hong Kong show a distinct position on the region’s travel exhibition calendar.

Early payment discount of 10% is available for bookings completed by November 10, 2026. [BOOK NOW]  [INQUIRE HERE]