Hong Kong looks to boost tourism with new campaign

As the fifth wave of Covid-19 fades and life returns to normal, the Hong Kong Tourism Board (HKTB) recently unveiled a revitalisation strategy to highlight Hong Kong's fresh views and open the door to travellers.

(Photo courtesy of Graham Uden)

Focusing on generating a positive ambience, the HKTB launched the Hong Kong Summer Treats campaign to provide a wide range of discounts and promotional offerings in order to stimulate consumption while the "Arts In Hong Kong" campaign will encourage international art and cultural events like Art Basel to return in a physical format.

"The HKTB has conducted extensive research in 16 markets and found Hong Kong is still well-loved by travellers worldwide. They have specifically identified some major driving factors to visit Hong Kong, including cleanliness, local culture, in-depth experiences, unique cuisine, high accessibility, and ease of communication. These factors are not only core strengths of Hong Kong but also match the trends and tastes of the post Covid-19 travel era," said Dane Cheng, HKTB executive director.

"The importance is to ensure a recovery at home in the run-up to the return of worldwide visitors. These promotions will demonstrate how we have returned to normal. The HKTB will then launch extensive promotions, including the tactical 'Open House Hong Kong' campaign, to welcome back visitors when the time is right. To better respond to market needs, we will also strive to enhance the visitor journey into a seamless experience through a comprehensive digital transformation."

The West Kowloon Cultural District (WKCD) is one of major arts and cultural projects.

The contemporary art museum M+ opened last year and the Hong Kong Palace Museum will welcome its first visitors this summer.

"As a unique cultural hub with unrivalled connectivity in Hong Kong and Asia, WKCD presents the best of the eastern and western culture to visitors, ranging from Chinese arts and antiquities to contemporary visual culture. Visitors can enjoy a holistic experience that blends arts and culture with retail, dining and entertainment," said Betty Fung, CEO of the West Kowloon Cultural District.

Hong Kong International Airport will transform itself into an Airport City to enhance travel experiences with a variety of shopping, dining, entertainment and leisure options. It will provide a commercial platform with convention and exhibition facilities as well as improve connectivity with the Guangdong-Hong Kong-Macao Greater Bay Area.

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