HKTB reveals revival strategy

Strengthening of existing support for conference and cruise sectors announced in Hong Kong Tourism Board’s Work Plan after government budget vowed cash boost to reinvent city’s tourism image

SUPPORT for Hong Kong’s MICE and cruise will continue to be strengthened under a 2021/22 Work Plan announced by Hong Kong Tourism Board following an increase in cash support promised in the regional government’s annual budget.

Hong Kong Tourism Board executive director Dane Cheng announced short- to medium-term strategies to rebuild the city’s image as an international destination and drive the recovery of the local travel and hospitality sector with sustainable tourism initiatives.

Cheng said conditions in the travel and business events remain “volatile and unpredictable” even though worldwide vaccinations to combat Covid were underway.

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He said it was unlikely that Hong Kong would see a full resumption of cross-border travel in the next three to six months, but there was a possibility of welcoming tourists from selected markets.

HKTB will have a marketing budget of about US$146.7 million for the upcoming financial year including recurrent funding.

Initiatives include the launch of a large-scale promotional platform called “Open House Hong Kong” as cross-border travel gradually resumes.

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Ongoing initiatives to support the city’s travel trade and maintain Hong Kong’s international exposure among MICE organisers include support for participation in trade shows, a drive to win more international conferences, mega events and gradual resuming of cruise-ship visits.

“In formulating our strategies for 2021/22, we focused on two major areas. Firstly, we saw a need to offer support to the trade and boost the ambience in Hong Kong, while ensuring the city’s continued exposure on the international stage ahead of the resumption of international travel,” Cheng said.

“Secondly, we anticipate competition for tourists will be intense once the pandemic is over, with rival markets going to great lengths to bring visitors back. The HKTB is therefore setting aside resources for large-scale promotions so that Hong Kong will stand out against competing destinations.”

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