The 41st edition of ITE Leisure and the 22nd ITE MICE are scheduled for 10-13 June 2027 at the Hong Kong Convention and Exhibition Centre (HKCEC). The twin events aim to connect global exhibitors with serious trade buyers and affluent travellers, with a particular focus on the Greater Bay Area (GBA) — the economic powerhouse that includes Hong Kong, Shenzhen and Guangzhou.
Greater Bay Area: a premium travel market
The GBA's combined GDP of US$2.15 trillion places it among the world's top 10 economies. Hong Kong alone is home to 40% of the region's high-net-worth families, and its residents spent US$30.3 billion on outbound travel in 2025, averaging 1.57 departures per capita annually. At ITE Hong Kong, two-thirds of trade buyers come from the GBA, making the show a key gateway into China's premium travel segment.
“The GBA is not just a source of volume; it is a source of high-value travellers who are willing to invest in unique experiences,” said a spokesperson for the event organiser. “ITE Hong Kong provides the platform for destinations and suppliers to tap into this discerning audience.”
Strong exhibitor and buyer base
The 2026 edition of ITE attracted 602 exhibitors from 69 countries and regions, drawing 8,442 trade buyers. Of these, 20% came from Guangdong province, 16% from other Chinese provinces, and 17% from other Asian markets. The public days saw over 74,000 visitors, with 75% having taken multiple holidays in 2025 and 63% planning to increase their travel budgets in 2026.
These figures underscore the event's dual appeal: a serious B2B marketplace and a consumer show that reaches affluent families. The organiser's strategy is to leverage Hong Kong's position as a hub for the GBA, offering exhibitors direct access to buyers from Shenzhen's tech elite and Guangzhou's business community.
B2B and B2C programmes
ITE Hong Kong 2027 will feature a robust B2B programme, including pre-scheduled business matching, KOL networking sessions, and rentable meeting rooms. The B2C side will offer more than 100 seminars and themed displays, designed to attract young affluent parents and their children. Exhibitors can engage visitors through interactive seminars, photo opportunities and games, with booth rentals starting at US$480 per square metre.
The event's timing in June aligns with the summer travel planning season, and its location at HKCEC — a short ride from the mainland border — makes it convenient for GBA residents. For international exhibitors, ITE Hong Kong remains one of the most efficient ways to meet qualified buyers from China's southern economic corridor.
As the travel industry increasingly looks to Asia for growth, events like ITE Hong Kong are becoming critical for building relationships in the region. The show's focus on the GBA is a strategic response to the area's rising influence, and its ability to attract both trade and consumer audiences sets it apart from other regional travel fairs.
For travel professionals seeking to expand their footprint in China, ITE Hong Kong offers a direct line to a market that is both wealthy and travel-hungry. With the 2027 edition already generating interest, the organisers are confident that the event will continue to be a cornerstone of the Asia-Pacific travel calendar.
