Hosted by Hong Kong Airlines, the Hong Kong Tourism Board, Melbourne Airport and Hong Kong International Airport, the event marked the continued momentum of the airline’s new direct routes from Melbourne and Sydney, which launched in December 2025.
Hong Kong Tourism Board director for Australia, New Zealand and South Pacific, Karen Macmillan, said visitation from Australia had climbed 19 per cent in the first quarter of 2026, helped by Hong Kong’s growing global profile across dining, hotels and nightlife.
Recent accolades include Bar Leone being named No. 1 by The World’s 50 Best Bars, Rosewood Hong Kong taking out the World’s Best Hotel award, and The Chairman and Wing ranking among the world’s top three restaurants.
Hong Kong Airlines assistant president, Gloria Slethaug, said demand for the Melbourne to Hong Kong route had exceeded expectations, with the airline is set to increase services from three flights a week to daily flights from September.
She also introduced the airline’s recently appointed Sydney-based general manager for sales and marketing in Australia, Pingtao Huang, who will serve as its Australian representative.
The expanded services are expected to strengthen both inbound and outbound MICE travel, offering more convenient access and smoother planning for groups.
Calling it an “important and growing corridor for conferencing”, Macmillan said MICE demand was building strongly, with Hong Kong bringing 29 partners to AIME in Melbourne this year, its largest delegation since 2013.
