The Hong Kong Tourism Board (HKTB) has announced its plan to prepare for the resumption of tourism and the resumption of international travel.
The strategic plan outlines the allocation of a budget of HK $ 1.138 billion (£ 127 million) for the next fiscal year, which has been split into two phases.
The short-term strategy will focus on returning international visitors to Hong Kong as soon as possible.
When borders reopen and world travel resumes, HKTB will launch “Open House Hong Kong,” a campaign 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 travel resumes, HKTB will launch large-scale promotions through multiple channels, including digital platforms in key source markets, as well as media and tour operator cooperatives to showcase Hong Kong’s reimagined tourism image.
In addition, HKTB will develop multi-destination partnerships with cities in the Greater Bay Area (GBA), such as Macau and Guangzhou.
These partnerships will strengthen Hong Kong’s reputation as a gateway to mainland China and build on the GBA tourism brand.
The plan’s two-phase approach will complement ongoing initiatives to support the tourism, cruise and MICE sectors, as well as maintain Hong Kong’s international exposure.
HKTB Executive Director Dane Cheng said: “Despite the start of Covid-19 vaccinations around the world, the pandemic situation remains volatile and unpredictable.
“We consider Hong Kong unlikely to experience a full recovery in cross-border travel in the next three to six months.
“However, we expect it to be possible for Hong Kong to accommodate tourists from selected markets.”
He added: “In formulating our strategies for 2021/22, we have focused on two main areas.
“First of all, we saw the need to offer trade support and boost the mood in Hong Kong, while ensuring the city’s continued visibility 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 making great efforts to bring visitors back.
“The HKTB is therefore reserving resources for large-scale promotions to set Hong Kong apart from competing destinations. ”
Hong Kong has been relatively untouched by Covid-19, with just 202 deaths, but has seen a major disruption in international travel as China closed its borders to guests in early 2020.
The city has also been rocked by major political protests against rampant Chinese influence in recent months, with protesters demanding a return to democratic standards established by the constitution.