HKTB invites mainland KOLs to HK every week to lure Chinese tourists

The Hong Kong Tourism Board (HKTB) will invite mainland KOLs to Hong Kong every week to share their first-hand experiences, aiming to attract visitors to the city.

This comes as lawmaker Duncan Chiu has called for an in-depth study on mainland visitors' situation during the Chinese New Year in Hong Kong to develop new tourism policies and measures that attract more mainland residents, encourage longer stays, and boost their spending.

In response, secretary for culture, sports and tourism Kevin Yeung cited the results of HKTB’s departing visitor survey in a written reply that, 55% of mainland visitors came to Hong Kong for the celebratory activities held during the Chinese New Year holidays. Arts, culture, city walks, and visiting photo hotspots are also among the popular tourism themes for them.

In terms of promotion, Yeung said the HKTB will invite different mainland KOLs to Hong Kong every week to share their first-hand experiences, aiming to help attract visitors to Hong Kong. It also cooperates with well-known mainland lifestyle guides to send out the latest information on offers to visitors to encourage their spending in Hong Kong.

Furthermore, the HKTB strategically distributes customised content to designated customers at a suitable time through different platforms to drive Greater Bay Area visitors to visit and spend in Hong Kong. 

For example, the HKTB will send out weekly notifications featuring travel tips in Hong Kong and introduce mega events of the week and recreation hotspots, on selected mainland media platforms, including news, transport information portals and social media platforms before every weekend. 

When it comes to promoting arts, culture, and city walks to mainland visitors, Young said the HKTB has produced and recommended content for arts and cultural maps and photo hotspots on its official mainland social media accounts, including WeChat, Xiaohongshu, Douyin and Weibo.

Moreover, various airlines and mainland travel agencies also target the affluent young mainland customers with high spending power and roll out travel packages with hotel and attraction spots' tickets to stimulate their spending in town.

Yeung added that the government and the HKTB will continue to promote new thematic travel experiences anchoring different seasons, festivals and mega events which integrate elements such as Chinese and Western arts, pop culture, wine and dine experiences, outdoor explorations and active sports. This aims to cater for the interest of various visitor segments while promoting immersive in-depth tourism activities in the light of the new travel trends.

Don’t miss: HKTB partners Klook to launch outdoor sports tour for Korean travellers

Apart from luring mainland tourists, the HKTB has recently partnered with Klook to launch outdoor sports tour for Korean travellers. 

Also known as the "HK Great Outdoors Festival," the campaign includes various sports activities such as yoga, night running and hiking. It comes as the HKTB has noted that many Korean travellers are interested in incorporating health and outdoor activities into their travel experiences.

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