The Hong Kong Tourism Board (HKTB) will invite more than 1,000 travel traders, media workers, film stars, key opinion leaders (KOLs) and Hong Kong super fans to visit the city to generate positive word-of-mouth and good comments.
Secretary for Culture, Sports & Tourism Kevin Yeung made the remarks today as he replied to legislators' questions about the Government’s strategy to attract visitors to Hong Kong.
Mr Yeung said since the launch of the “Hello Hong Kong” global promotional campaign in February, the HKTB and government departments have rolled out a series of activities to send out welcoming messages to the world, promote Hong Kong and attract visitors worldwide to visit the city.
He explained that the HKTB’s goal is to first target short-haul markets in the promotion because it expects that short-haul markets such as the Mainland and Southeast Asian markets and regional travel will resume faster than long-haul markets.
Apart from inviting the travel trade, the media and KOLs on social media platforms in the Mainland to visit Hong Kong in depth, the HKTB also plans to bring CCTV famous news anchors to Hong Kong to introduce the city and invite popular Mainland reality TV variety shows to highlight Hong Kong’s authentic gourmet culture, classic drama and new attractions.
Additionally, the HKTB has organised a number of mega trade familiarisation trips for the travel trade in Southeast Asia to promote Hong Kong’s new tourism products.
It will also invite stars and directors from Korea, Thailand and the Philippines to film in Hong Kong and promote the city.
Throughout this year, the board intends to lead the travel trade to participate in more than 20 major tourism exhibitions and events related to meetings, incentive travels, conventions and exhibitions in the Mainland and overseas.
To complement the “Hello Hong Kong” global promotional campaign, the Airport Authority rolled out another campaign in March to give away around 500,000 airline tickets. About 200,000 have been handed out so far.
Also riding on the “Hello Hong Kong” launch, the HKTB plans to distribute consumption vouchers to one million visitors. As of mid-May, the vouchers have been distributed to more than 760,000 visitors.
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