HONG KONG and THE ANGEL, March 12, 2021 / PRNewswire / – The Hong Kong Tourism Board (HKTB) announced a range of flexible short- and medium- to long-term strategies to prepare for the return of tourists, attract high-income visitors, and fuel the sustainable growth of the tourism industry.

“Despite the global start of vaccination against COVID-19, the pandemic situation remains volatile and unpredictable,” said HKTB Executive Director Mr. Dane Cheng. “We think it’s unlikely Hong Kong Cross-border travel will be fully resumed in the next three to six months. However, we expect this to be possible Hong Kong To welcome tourists from selected markets. “

“In formulating our strategies for 2021/2022, we focused on two main areas. First, we saw the need to support trade and improve the ambience in Hong KongAt the same time, it will ensure that the city continues to be present on the international stage before international travel resumes. Second, we anticipate that after the pandemic ends, competition for tourists will be intense and competitive markets will go to great lengths to bring visitors back. The HKTB therefore makes resources available for large-scale promotions so Hong Kong will stand out from competing goals. ”

Mr Cheng stressed that the HKTB would maintain a flexible approach and use resources prudently as the pandemic continued. “Most of our additional funding is more than HK $ 700 million for 2020/21 has not been used because of the pandemic and the rest will be returned to the government in full, “he said.” For 2021/22 the HKTB will receive additional funding from HK $ 765 millionsimilar to the amount allocated in the last fiscal year. ”

The HKTB will have a marketing budget of HK $ 1,138 million for the 2021/22 financial year including recurring financing. Details on the provision of the marketing budget are given below:

Short term strategies (35%) – focus on bringing visitors back Hong Kong as soon as possible

  1. The HKTB has stimulated local consumption and encouraged the population of Hong Kong explore the city. When the pandemic situation stabilizes, the organization will start a new spend-to-redeem program called “Staycation Delights” to provide an additional option for Hong Kong Local tourism has to offer people to enjoy more experiences.
  2. Start a large-scale advertising platform called “Open House Hong Kong” as cross-border travel gradually resumes. The campaign will use exclusive experiences and city-wide offers to stimulate visitors to travel Hong Kong.
  3. Revise mainland strategies and increase Greater Bay Area (GBA) marketing resources to attract visitors to travel Hong Kong for the freetime.

Medium to long-term strategies (40%) – Capture the high-yielding visitor segment

  1. The HKTB carries out a holistic review Hong Kong’s Tourism brand and positioning. The organization will formulate a long-term advertising strategy for the sustainable development of the local tourism sector. As cross-border travel gradually resumes, HKTB will launch large-scale promotions for the new tourism brand on multiple channels, including digital platforms in source markets around the world, and partner with major international media companies Hong Kong’s reinvented the image of tourism.
  2. Work with other GBA cities to promote and grow the GBA tourism brand worldwide.
  3. Create and improve a digital travel experience for visitors via an e-solution platform from a single source.

Ongoing initiatives (25%) – Support trade and maintenance Hong Kong’s international presence

  1. Keep improving subsidy schemes and encourage trading members to attend trading events to accelerate their business recovery.
  2. Strengthening support for the MICE and cruise sectors and their promotions and soliciting more international conferences in Hong Kong. We will support the gradual resumption of cruise tourism once the global pandemic situation has stabilized.
  3. Organize mega-events and support other events in the city Hong Kong’s international presence.

The 2021/22 work plan is based on an estimate of the pace of tourism recovery. The actual use of resources will depend on factors such as the pandemic situation and progress in resuming international travel and will be assessed and adapted to the respective conditions.

SOURCE Hong Kong Tourism Board

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