The Hong Kong Tourism Board (HKTB) has announced the impending launch of the second phase of its global promotional campaign, “Hello Hong Kong 2.0”. This news is particularly timely as it accompanies the rejuvenation of the city’s tourism industry after recent setbacks. HKTB’s executive director, Dane Cheng, divulged in an interview that the campaign will officially roll out within the next two months.
“Hello Hong Kong 2.0” aims to foster and deepen the perception of Hong Kong as a city that extends a warm welcome to all visitors. It encourages tourists to interact with the city’s residents, thereby engaging in an authentic Hong Kong experience.
According to HKTB’s recent reports, the preliminary visitor arrivals for May reached a staggering figure of 2.83 million. This translates to an average daily visitor count of around 90,000, or about 56% of the pre-pandemic figures (average from 2017-2019). Cheng has expressed satisfaction with these numbers, considering they were achieved merely four months after the city lifted its mask mandate in March.
While these are positive strides, Cheng also acknowledges existing hurdles within the aviation industry. Despite the resurge in tourism, the sector remains understaffed, with capacity proving to be a bottleneck. He has hence urged the government to consider importing foreign workers to help tackle this issue.
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In light of the recent changes brought on by the pandemic, shifts in consumption patterns have been observed. For instance, the retail consumption of beauty products has experienced a decline. Cheng attributed the change to the increased duration of tourists’ stay in Hong Kong, which has lengthened from an average of 3.2 days pre-pandemic to the current 3.5 days. This trend is likely due to a rise in business and family visits.
In February, the HKTB kick-started the “Hong Kong Goodies” campaign. It involved distributing over a million cash vouchers for restaurants, shops, and attractions. The initiative received an overwhelming response, exceeding all expectations. Cheng expressed gratitude to the Hong Kong government, airlines, and the Airport Authority for their unwavering support.
As part of the “Happy Hong Kong” campaign, the HKTB is gearing up to launch the Harbour Chill Carnival in July and August. The event will showcase music concerts featuring renowned international singers and bands, coupled with X Games elements and dynamic street performances, such as BMX and skateboarding. The board anticipates attracting roughly 10,000 participants per day, totaling over 100,000 participants.
“This is a groundbreaking endeavour from the HKTB,” Cheng remarked. “Our aim is not only to instil a positive spirit within the local community but also to provide tourists with an additional, exciting attraction for their summer holidays.”
This news is based on the marketing-interactive website.
