ITE Hong Kong at 40: Gateway to Asia’s High-Value Independent Traveler

HONG KONG – January 07, 2026 – As it prepares to celebrate its 40th anniversary, the International Travel Expo (ITE) Hong Kong is solidifying its position as a cornerstone of the Asian travel industry. The upcoming ITE Hong Kong 2026, slated for June 11-14 at the Hong Kong Convention and Exhibition Centre, is not just a milestone event but a powerful indicator of Hong Kong’s enduring role as a strategic gateway to one of the world's most lucrative travel markets. Designated a “Mega Event” by the Hong Kong government, the expo underscores the city's commitment to revitalizing its status as a premier hub for global commerce and tourism.

Organized by TKS Exhibition Services Ltd., the 2026 edition will combine the 40th ITE Leisure and 21st ITE MICE shows. The format, proven successful even through the challenging post-pandemic years with live events held annually since 2021, will again feature two dedicated trade days followed by two public days, creating a unique hybrid platform for both B2B and B2C engagement.

The Rise of the Premium Independent Traveler

A key driver of ITE's continued relevance is its sharp focus on the evolving profile of the Asian traveler. The era of mass-market package tours is giving way to a more sophisticated, high-spending consumer who prioritizes personalized and flexible experiences. Data from ITE's own visitor surveys paints a clear picture of this shift. At the 2025 event, a survey of over 4,200 public visitors revealed that a staggering 72% prefer Free Independent Travel (FIT) for long-haul destinations.

This demographic is not only discerning but also affluent. The same survey found that 91% of attendees planned to maintain or increase their travel spending, with 48% having already taken three or more outbound trips in the first half of 2025 alone. These are mature, university-educated travelers who are actively planning their next adventure, with a third expressing interest in visiting non-Asian destinations within the next six months. ITE’s public days are designed to capture this intent, with 43% of visitors interested in on-site bookings, often using mobile devices to finalize plans and payments instantly.

This trend aligns with broader market analysis, which shows FIT and private group travel leading Hong Kong's outbound tourism recovery, while traditional package tours lag behind pre-pandemic levels. By catering directly to these premium FITs, ITE provides an invaluable platform for destinations, airlines, and travel service providers to engage with a high-value audience that is actively seeking new products and experiences.

A Strategic Gateway to the Greater Bay Area

The strategic importance of ITE is inextricably linked to its geographical location. The event serves as an unparalleled access point to China's Greater Bay Area (GBA), an economic powerhouse with a population exceeding 87 million and a combined GDP that surpassed US$2.1 trillion in 2024. The press release highlights that 67% of ITE's trade visitors are expected from this dynamic region, which includes economic hubs like Shenzhen and Guangzhou.

Hong Kong itself remains a formidable outbound market. Despite a population of just 7.5 million, the city generated 104.7 million departures in 2024, spending a colossal US$28.9 billion on international travel. This performance, which represents a full recovery and a 10.6% increase over 2019 levels, secured Hong Kong's rank as the world's 14th largest source market for tourism spending. The holiday travel surge in late 2025, with 2.32 million departures over a five-day Christmas period, further attests to the population's insatiable appetite for travel.

For the 502 exhibitors from 64 countries who participated in ITE 2025—88% of whom were from outside Hong Kong—these numbers represent a compelling business case. The event offers a highly efficient way to connect with thousands of regional buyers, travel agents, and MICE organizers, as well as tens of thousands of premium consumers from Hong Kong and the GBA.

Four Decades of Adaptation and Growth

Reaching a 40th anniversary is a testament to ITE’s resilience and ability to adapt in a notoriously volatile industry. The event has weathered geopolitical shifts, economic downturns, and a global pandemic, emerging each time as a relevant and vital platform. Its ability to stage a live event every year since 2021 speaks to the organizer's commitment and the industry's deep-seated need for face-to-face interaction.

This evolution is reflected in the event's diverse programming. Beyond traditional exhibition booths, ITE incorporates a robust schedule of over 135 seminars, business matching sessions, and extensive networking opportunities. Recognizing modern marketing trends, the event actively integrates Key Opinion Leaders (KOLs), with over 50 influencers invited to tour the show floor and connect with exhibitors. Themed areas focusing on niches like Youth, Family, and Green Travel demonstrate an ongoing effort to cater to emerging market segments.

This stability is also evident in the event's business model. In an era of rampant inflation, the organizer has made a conscious decision to keep participation accessible, with raw space rental costs for 2026 increasing by a mere 2.2% since 2019. This gesture signals a long-term partnership approach with exhibitors, fostering a stable environment for business development.

With strong support from China's Ministry of Culture and Tourism, the Hong Kong Tourism Board, and other regional bodies, ITE Hong Kong 2026 is poised to be more than just a trade fair. It represents a confluence of economic power, evolving consumer trends, and four decades of industry leadership, cementing its status as an essential event for anyone serious about the future of travel in Asia.