Hong Kong Tourism Board pledges to lure tourists with global promotional campaign

The Hong Kong Tourism Board (HKTB) is introducing a number of initiatives to bring back visitors and travellers to Hong Kong, including rolling out a global promotional campaign, after the further easing of Covid-19 restrictions in the city. 

Also known as “Hello Hong Kong", the campaign aims to showcase Hong Kong’s iconic tourism appeals and new experiences, as well as to send out the message that different sectors in the city stand together to warmly welcome visitors to Hong Kong.

HKTB said in a statement on Wednesday that it will invite hundreds of industry representatives, travel trade media, KOLs and Hong Kong Super Fans from around the world to visit the city in person and experience the city for themselves. For example, a group of directors from Southeast Asia will be invited to Hong Kong to make microfilms to showcase Hong Kong’s charms. HKTB will join hands with the travel trade to participate in overseas trade shows to tell good Hong Kong stories through tourism.

This comes as Hong Kong’ chief executive John Lee announced earlier that travellers will no longer receive an amber code in their LeaveHomeSafe apps, hence they can enter restaurants and other businesses during their first three days after landing in Hong Kong. Also, visitors in Hong Kong do not have to scan their LeaveHomeSafe apps when entering premises and restaurants. However, vaccine proofs are still mandatory when they visit certain premises. 

Other initiatives include showering visitors with hospitality treats and a wide range of offers. A series of hospitality treats, such as special welcome drinks, will be provided to visitors arriving in Hong Kong in the first month of the campaign. About 100 restaurant and bar partners are expected to participate and other hospitality treats will also be available.

HKTB will also partner with various sectors, including airlines, tour operators, and hotels, to offer various treats to continuously drum up visitors’ intention to come to Hong Kong. It will also support the Airport Authority and airlines, especially in overseas promotions, in free air tickets giveaway.

Furthermore, HKTB will also continue to organise an exciting line-up of mega-events, including events that are specially designed for visitors, to showcase Hong Kong’s return to the international stage, generate positive word-of-mouth for Hong Kong and strengthen the city’s visibility around the world. As of now, more than 200 events and happenings are confirmed to be staged in Hong Kong in 2023. Over 100 large-scale MICE events will also be staged in town in 2023.

As part of the global campaign, HKTB has also brought back a mega familiarisation trip for about 60 Southeast Asia (SEA) travel trade representatives from Thailand, Malaysia, Indonesia, the Philippines and Singapore to allow them to experience in person Hong Kong’s new tourism appeals and winter festivity. As the Hong Kong government lifted the amber code, the SEA delegation was the first inbound visitor group to fully enjoy Hong Kong’s dearly-missed cuisines and diverse experiences.

The 5-day-4-night familiarisation trip took trade delegates to check out the newest attractions, including M+ and Hong Kong Palace Museum in West Kowloon Cultural District; a voyage through the religious site in “Hong Kong Neighbourhood – West Kowloon” to experience Hong Kong’s authentic local culture; experience new rides and performances in theme parks. The delegates also left their footprints at the Christmas town of HKTB’s “Hong Kong WinterFest” and made a wish at the tallest outdoor Christmas tree in town.

HKTB also assisted the SEA trade delegates in liaising with the local travel trade, arranging meetings with both sides to explore future cooperation and open up business opportunities.

Dane Cheng, HKTB's executive director, said: “It is glad to see the lifting of amber code arrangement for inbound visitors. It marks the opening of tourism doors of Hong Kong. Seizing this opportunity, HKTB presents Hong Kong’s brand new experiences to our overseas travel trade partners, whom we haven’t seen in a while, hoping that they will introduce brand new tourism products and share Hong Kong’s tourism appeal to visitors in their respective markets and bring them back to Hong Kong as soon as possible.

"The familiarisation trip marks the milestone first step to our continuous efforts in inviting travel trade partners and media organisations in other visitor source markets to Hong Kong. We will also roll out a global promotional campaign with a view to teaming up with various sectors across the city to drive the full revival of Hong Kong’s tourism together,” Cheng added. 

MARKETING-INTERACTIVE has reached out to Hong Kong Tourism Board for further information.

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