In a recent announcement, the Hong Kong Tourism Board (HKTB) said that it is preparing for the recovery of tourism and the resumption of international travel with strategic plans. The Board outlines the division of a HK$1.138 billion budget for the next financial year, which has been split into two phases.
While the short-term strategy focuses on encouraging back international visitors to Hong Kong, HKTB will launch ‘Open House Hong Kong,’ when borders reopen and global travel resumes. The campaign is designed to restore visitor arrivals through tactical offers and exclusive experiences.
In the medium-to-long-term, HKTB is conducting a holistic review of Hong Kong’s tourism brand and positioning. After the resumption of travel, HKTB will launch large-scale promotions through multiple channels including digital platforms, media and tour operator co-ops to present Hong Kong’s reinvented image.
Also, HKTB will develop multi-destination partnerships with cities in the Greater Bay Area like Macao and Guangzhou.
These partnerships will enhance Hong Kong’s reputation as the gateway into mainland China and build on the GBA tourism brand.
The two-phased approach to the plan will complement the ongoing initiatives to support the travel trade, cruise and MICE industries, as well as maintain Hong Kong’s international exposure.
Though Hong Kong has been relatively unaffected by Covid-19, with only 202 deaths, it has seen major disruption to international travel as China closed borders to guests in early 2020. The city has also been shaken by major political protests against creeping Chinese influence in recent months, with demonstrator demanding a return to the democratic norms established under the constitution.
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