The Hong Kong Tourism Board (HKTB) has announced a comprehensive recovery plan to boost tourism and resume international travel. The plan outlines the division of an HK$1.138 billion (£127 million) budget for the next financial year. It has been split into two phases with the short strategy focused on bringing back international travellers to Hong Kong at the earliest.
HKTB to launch campaign designed to restore visitor arrivals
Once borders open, HKTB will launch ‘Open House Hong Kong,’ a campaign designed to restore visitor arrivals through interesting offers and exclusive experiences. For their medium-to-long-term plan, HKTB is reviewing Hong Kong’s tourism brand and positioning.
When travel resumes, HKTB will launch large-scale promotions through multiple channels including digital platforms in key source markets. They will also develop multi-destination partnerships with cities in the Greater Bay Area (GBA), such as Macao and Guangzhou.
HKTB executive director, Dane Cheng, said: “Despite the start of vaccinations against Covid-19 worldwide, the pandemic situation remains volatile and unpredictable. We consider it unlikely Hong Kong will see a full resumption of cross-border travel in the next three to six months. However, we do expect it to be possible for Hong Kong to welcome tourists from selected markets.”He added “In formulating our strategies for 2021/22, we focused on two major areas.
Hong Kong has remained mostly unaffected by COVID-19, recording only 202 deaths. However, it has witnessed a major disruption to international travel with China closing its borders.