While some organisations represented their whole market, others partnered with industry members comprising venues, hotels, attractions, associations and DMCs.
Six national bodies throughout Asia shared with micenet their business events opportunities and the buyer response.
“The Hong Kong Tourism Board’s (HKTB) participation was a remarkable success,” said Karen Macmillan, HKTB’s director for Australia, New Zealand and the South Pacific.
“The alliance of 16 Hong Kong partners and the team introduced the city’s latest venues and experiences along with the introduction of our award-winning Hong Kong Incentive Playbook campaign.”
HKTB reported strong interest from a diverse mix of local and international buyers and agents, keen to discover the latest developments and happenings in Hong Kong.
The event generated substantial leads and enquiries for 2026 and beyond, with the majority of discussions centred on meetings and incentive trips.
Korea Tourism Organization (KTO) showcased Korea’s rich historical and modern culture. The Korea pavilion featured a palace-inspired roof as its centrepiece alongside Korean hit series Squid Games-themed activations. The Squid Game activities, including presentations, green tracksuits for participants and the Dalgona Candy Challenge, captivated 100 participants.
In collaboration with five DMCs, Busan Tourism Organization and Incheon’s INSPIRE Entertainment Resort, the pavilion attracted over 300 visitors across two days, generating varied MICE enquiries. The blend of historical and contemporary culture under one roof highlighted Korea’s appeal as an exciting and unique business events destination noted KTO.
While several Japanese hotels, convention bureaus and destination marketing organisations took their own stands, the two-member Japan National Tourism Organization (JNTO) team promoted all destinations in Japan. They provided information, resources and consultations covering all areas of the country.
Talking points included the World Expo 2025 in Osaka, up-and-coming MICE cities such as Fukuoka and Kobe and regional areas for incentive groups like Fukui and Tochigi prefectures. Buyers and trade visitors ranged from automobile and tech industries to Australian state governments and regional food and wine shows.
Thailand Convention and Exhibition Bureau (TCEB) launched ‘Meet Well’, a new campaign offering ideas for mindful and meaningful events centring on wellness activities, well-balanced, low-carbon MICE routes, two-city destinations in one trip and tailored solutions from service providers.
TCEB acquired 24 leads totalling 11,000 pax mainly from the healthcare, automobile and insurance industries, proving Thailand’s strong appeal among Australian clients. Even before AIME 2025, two Australian groups with 200 pax had confirmed their trips this year, TCEB revealed.
Association convention buyers looking to host events in the region cited convenience of access and focus on impactful events as key factors for their interest in Thailand.
Led by Malaysia Convention & Exhibition Bureau (MyCEB), Malaysia marked its eighth appearance at AIME with partners Business Events Sarawak, Sabah International Convention Centre, Borneo Convention Centre Kuching, Kuala Lumpur Convention Centre, PARKROYAL Resort, Shangri-La Kuala Lumpur and Mandarin Oriental Kuala Lumpur.
Together, they highlighted Malaysia’s capabilities in hosting world-class business events and building international partnerships.
Singapore had a larger presence at AIME this year, with eight industry partners joining the Singapore Tourism Board (STB) to promote the destination’s latest offerings.
“The majority of buyers were seeking venues and fresh ideas for their corporate meetings and incentives and Singapore’s reputation as an innovative and ever-evolving destination meant there would be new options to consider for their next event,” said Kimberly Spykerman, STB’s area director for Oceania.
