The Hong Kong Tourism Board (HKTB) is preparing to step up marketing efforts in its key source markets and hopes to restart mega-events in physical formats in preparation for the recovery of tourism.

The plans were announced by HKTB Managing Director Dane Cheng at the Board’s annual Tourism Update event on Tuesday May 18. During the online event, Cheng discussed tourism trends with around 2,700 trade representatives from Hong Kong, mainland and overseas and shared details of the HKTB’s latest strategic plans.

YK Pang (left) and Dane Cheng at the HKTB’s tourism update appealed to everyone in the tourism industry to take part in the vaccination program

Cheng told representatives that the HKTB was preparing to step up promotions and start a new round of campaign for Hong Kong neighborhoods. In addition, the HKTB hopes to be able to restart mega-events in physical formats.

Cheng said, “In addition to promoting local tourism through the Holiday at Home platform, HKTB has also maintained Hong Kong’s international profile with a series of promotional campaigns throughout the pandemic.

“The global economy has started to recover and Asia is expected to recover sooner and the mainland is expected to outperform other markets in economic growth. Coupled with the gradual easing of the pandemic situation in Hong Kong, this is a good time for Hong Kong to further raise its profile. With the gradual resumption of cross-border travel, HKTB will launch the Open House Hong Kong platform to conduct large-scale promotions in our source markets. “

The HKTB has launched two promotions in recent years as part of its Hong Kong Neighborhoods campaign, Old Town Central and Sham Shui Po, which offer visitors in-depth experiences.

To tie in with the M + visual culture venue opening in late 2021, the HKTB will focus its next promotion on the West Kowloon cultural district and surrounding areas for the next quarter by redesigning the promotion of the neighborhood’s authentic local cultural aspects of Boost the interest of visitors as the resumption of the journey approaches.

If the pandemic situation in the city remains under control, the HKTB also hopes to restart mega-events that Hong Kong people can initially attend. The first event to return in physical format will be the Hong Kong Cyclothon and HKTB is studying the feasibility of extending the route to the Hong Kong section of the Hong Kong-Zhuhai-Macao Bridge to make the event more attractive.

For other mega-events to be held in a hybrid format, new elements of interest will be added to maintain Hong Kong’s global visibility. HKTB will continue to support major international events and conferences in Hong Kong.

The HKTB notes that the pace of global tourism recovery depends on the development of the pandemic and global vaccination rates, and appeals to tourism workers to participate in the vaccination program and help Hong Kong achieve herd immunity as soon as possible.

At the event, representatives of leading mainland and Hong Kong brands shared their insights in two forums titled “Capitalize on Business Development Opportunities in Mainland and Greater Bay Area” and “Global Hong Kong Brands Prepare for Recovery”. The guests of the forums discussed the further path for tourism and the preparatory work.

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