HKTB and Bordeaux ink deal to cement HK’s status as Asia’s wine capital

The Hong Kong Tourism Board (HKTB) and the Bordeaux Wine Council (CIVB) have renewed their long-standing vows, signing a comprehensive five-year memorandum of understanding (MoU) designed to redefine the global landscape of wine and food tourism.

This strategic renewal elevates a partnership that began in 2009, moving beyond simple event participation into a deep, multi-dimensional collaboration. The new agreement focuses on five strategic pillars: an enhanced presence at the Hong Kong Wine & Dine Festival, joint promotions in high-priority international markets, global consumer engagement programmes, cross-border knowledge exchange, and intensified B2B collaboration between the gastronomic sectors of both regions.

HKTB chairman Peter Lam (pictured top left) said, “With the steadfast support of CIVB since 2009, we have successfully established the Hong Kong Wine & Dine Festival as one of Asia’s most anticipated annual gastronomy events. Bordeaux wines have consistently stood out as a favourite highlight among festival goers."

"This exciting new agreement sets a good milestone as well as marks the beginning of a new chapter in the relationship between Hong Kong and Bordeaux—two cities united by a shared passion for exceptional food and fine wines," he added.

Lam continued, “We express our sincere gratitude to mayor’s continued support. We look forward to seeing this strengthened partnership come to life at the Hong Kong Wine & Dine Festival, taking the event to new heights. Hong Kong will also leverage the world-renowned Bordeaux Fête le Vin as a global platform to showcase our rich culinary heritage and emerging wine culture to international audiences.”

CIVB vice-president Philippe Tapie (pictured bottom right) said, “Following the successful cooperation between Hong Kong and Bordeaux since 2009, we are delighted to further deepen our highly successful partnership with Hong Kong. This agreement opens up exciting opportunities to enhance cultural and gastronomic exchanges, and to leverage Hong Kong as a gateway for showcasing the excellence of Bordeaux wines and cuisine to audiences across China, Asia and beyond.”

Don't miss: HK Wine & Dine Festival draws 163,000 visitors

With the support of CIVB, last year’s Hong Kong Wine & Dine Festival drew a global audience from more than 30 countries and regions—including mainland China, the US, Canada, the UK, Australia, and Germany. The festival hosted over 300 booths, divided between wine (70%) and gourmet cuisine (30%).

The event was also sponsored by brands such as The Bank of East Asia (BEA) and Towngas. Exhibitors in the BEA Grand Wine Pavilion—where wine lovers could explore the nuances of winemaking and purchase limited-edition vintages at a discount under expert guidance—reported double-digit growth from the previous edition. This increase was supported by the extended hours and enriched programming.

The festival also ventured into the intellectual property (IP) sector through a partnership with Water Parade. The "Water Parade X Wine & Dine: Victoria Harbour Playful Delights" collaboration featured specialty desserts inspired by popular IPs.

HKTB will continue to enhance the festival experiences to establish the festival as the “must-visit” culinary event in Hong Kong and showcase Hong Kong as the events capital of Asia.

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