As China prepares to open borders between Macau and the mainland, Hong Kong Tourism Board (HKTB) is ramping up efforts to resume promotion of Hong Kong in regional source markets, reviving tourism through a combination of short- and long-term strategies.
HKTB's plans to step up its marketing presence comes as the city relaxes Covid-19 restrictions after two weeks of mass testing and the pandemic situation appears to come under control. The city’s two theme parks, Ocean Park and Hong Kong Disneyland Resort, are now allowed to open, as are convention centres, bars and swimming pools.
Locally, the HKTB has restarted promotions with the Holiday at Home campaign to create positive atmosphere in Hong Kong and encourage consumption.
Discussions with other destinations on forming travel bubbles are also progressing well, lending confidence to the tourism and business events sector’s recovery.
“It is anticipated that the mainland, in particular the Greater Bay Area, and some short-haul markets will be open for travel relatively soon," said HKTB chairman, YK Pang. "HKTB is planning promotions and tactical offers targeting these markets, which will be launched immediately once cross-boundary travel resumes."
Pang added: “Looking ahead, Covid-19 has transformed the global tourism landscape, resulting in a new normal for the industry. The HKTB will take the opportunity to review Hong Kong’s tourism positioning and will continue to seek to attract high-yield visitors," he stated.
Pang added that the tourism board is also working on Open House Hong Kong – a co-platform between the HKSAR Government and trade partners serving to inform international visitors and planners of the destination’s Covid-safe status, together with a host of attractive offerings and experiences.
Driving this momentum is a slew of recent event wins, which include first-time meetings such as The International Air Transport Association (IATA) World Cargo Symposium, the Asia Sports Technology Conference, the Congress of the Asian Society of Transplantation, and the China Millions Forum Elite Annual Meeting.