HONG KONG and LOS ANGELES, March 12, 2021 /PRNewswire/ — The Hong Kong Tourism Board (HKTB) has announced a series of flexible short-term, mid-term and long-term strategies to prepare for the return of tourists, attract high-yield visitors and drive sustainable growth of the tourism industry.
“Despite the start of COVID-19 vaccinations around the world, the pandemic situation remains unstable and unpredictable,” said HKTB Executive Director Mr. Dane Cheng. “We believe it is unlikely hong kong will see a full resumption of cross-border travel within the next three to six months. However, we expect it to be possible for hong kong to accommodate tourists from selected markets.”
“When formulating our strategies for 2021/2022, we focused on two major areas. First, we saw the need to offer trade support and boost the mood in hong kong, while ensuring the city continues to be exposed on the international stage before international travel resumes. Second, we expect competition for tourists to be intense once the pandemic is over, with rival markets pushing hard to bring visitors back. The HKTB therefore reserves resources for large-scale promotions so that hong kong will stand out from competing destinations.”
Cheng stressed that the HKTB would maintain a flexible approach and be careful in its use of resources as the pandemic continues. “Most of our incremental funding of over HK$700 million for 2020/21 was not used due to the pandemic, and the rest will be returned in full to the government,” he said. “For 2021/22, the HKTB will receive additional funding of HK$765 million, similar to the amount allocated in the previous fiscal year.”
The HKTB will have a marketing budget of HK$1,138 million for the 2021/22 financial year, including recurrent funding. The marketing budget deployment details are listed below:
Short term strategies (35%) – Focus on returning visitors hong kong as soon as possible
- The HKTB has stimulated local consumption and encouraged the people of hong kong to explore the city. When the pandemic situation has stabilized, the organization will launch a new Spend-to-Redeem program called “Staycation Delights” to provide an additional option for hong kong people to enjoy more experiences that local tourism has to offer.
- Launch a large-scale promotional platform called “Open House Hong Kong” when cross-border travel gradually resumes. The campaign will leverage exclusive experiences and city-wide offers to drive visitors’ desire to travel to hong kong.
- Revamp its continental strategies and increase marketing resources for the Greater Bay Area (GBA) to entice visitors to travel hong kong for fun.
Medium and long-term strategies (40%) – Capturing the high-yield visitor segment
- The HKTB conducts a comprehensive review of that of Hong Kong tourism brand and positioning. The organization will formulate a long-term promotional strategy for the sustainable development of the local tourism sector. When cross-border travel gradually resumes, HKTB will launch large-scale promotions on the new tourism brand across multiple channels, including digital platforms in source markets around the world, as well as partnerships with major international media to showcase that of Hong Kong reinvented tourist image.
- Join other GBA cities to globally promote and grow the GBA tourism brand.
- Create and enhance a digital travel experience for visitors through a single electronic solution platform.
Ongoing initiatives (25%) – Support trade and maintain that of Hong Kong international exhibition
- Continue to improve grant programs and sponsor trade member attendance at trade events to help accelerate their business recovery.
- Strengthen support for the MICE and cruise sectors and their promotions, and apply to host more international conferences in hong kong. We will support the gradual resumption of cruise tourism when the global pandemic situation has stabilized.
- Organize mega events and support other events in the city to maintain that of Hong Kong international exhibition.
The 2021/22 work plan is based on an estimate of the pace of tourism recovery. The actual deployment of resources will be subject to factors such as the pandemic situation and progress towards the resumption of international travel, and will be assessed and adjusted according to existing conditions.
Hong Kong Tourism Board