Recently, the 2025 WTCF Hong Kong Fragrant Hills Tourism Summit opened in Hong Kong, with the theme “Innovate City Branding to Elevate Tourism Excellence”. Co-hosted by the World Tourism Cities Federation (WTCF) and the Culture, Sports and Tourism Bureau of the Government of the Hong Kong Special Administrative Region, the summit aimed to leverage WTCF’s global platform and Hong Kong’s strategic position as an international regional hub to build a high-level, cross-sectoral platform for exchanges and cooperation. It brought together representatives from over 60 cities across 43 countries, including member cities, international organizations, and tourism enterprises.

Key events included the Opening Ceremony, Mayors’ Forum, Research Outcome Release, City Brand Building and Inbound Tourism Development Forum, Hong Kong Tourism Development Forum, Beijing-Hong Kong Tourism Trade Fair, and Beijing Inbound Tourism Policy and Resources Promotion Conference. More than 570 tourism business talks took place, resulting in intended transaction volume totaling nearly RMB 200 million.