Hong Kong organizes its first familiarization trip and launches a trio of tourism strategies

Hong Kong appears to have determined it is finally time to bring foreign tourism back, after nearly three years of adhering to some of the world’s toughest pandemic-related travel restrictions.

The Hong Kong Tourism Board (HKTB) has revealed that it recently organized its first mega familiarization trip for the Southwest Asia (SEA) tourist market as part of renewed efforts to attract tourists. international visitors.

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The five-day, four-night FAM trip included approximately 60 SEA travel industry representatives from countries including Thailand, Malaysia, Indonesia, the Philippines and Singapore. Recent visitor arrival figures reveal SEA travelers are the first groups to return to Hong Kong.

This SEA delegation had the distinction of being the first group of “post-pandemic” inbound travelers to fully experience the new tourism offerings and special winter festivities of the Chinese Special Administrative Region (SAR).

At the end of September, Hong Kong officially ended the quarantine requirement and continues to take gradual steps towards full reopening, although it has so far followed China’s “Zero-COVID” model.

Just yesterday, the Hong Kong government ended its so-called “code orange agreement”, which barred visitors from entering various types of premises in the city. The “Vaccine Pass” program remains in effect, but, with the exception of people who test positive for COVID, who will be subject to “Code Red” restrictions, all other people will receive a “Code Blue” designation.

HKTB Executive Director Dane Cheng said in a statement released today, “It is pleased to see the lifting of the Code Orange agreement for incoming visitors. This marks the opening of Hong Kong’s tourist doors. Seizing this opportunity, HKTB introduces the brand new experiences to our overseas travel industry partners, whom we haven’t seen for a while, hoping that they will introduce brand new tourism products and share the Hong Kong’s tourist attraction for visitors to their respective markets and will bring them back to Hong Kong as soon as possible. Today’s familiarization trip marks the first important step in our continued efforts to invite business partners to Hong Kong. travel and media industry from other visitor source markets. We will also launch a global promotional campaign to partner with various sectors across the city to drive together mble the full revival of tourism in Hong Kong. »

According to Hong Kong News, the government said in its announcement that the decision to further ease its anti-COVID measures was taken in light of its latest assessment of the region’s epidemiological development, and “taking into account the need for resume social and economic activities”. ”.

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Hong Kong FAM participants enjoy seasonal Christmas activities. (photo courtesy of the Hong Kong Tourism Board)

In order to accelerate the return of international visitors, the HKTB will implement three new strategies:

Launch a global promotional campaign with the slogan “Hello Hong Kong”, which will highlight Hong Kong’s iconic tourist offer and unique experiences. Along these lines, he plans to invite hundreds of industry representatives, travel industry media, key opinion leaders (KOLs) to come and enjoy the city. The HKTB also plans to participate in overseas fairs again to promote the destination.

Offer visitors benefits and special promotional offers. During the first months of the campaign, around 100 partner restaurants and bars across the city will participate by offering a series of hospitality ‘treats’, such as special welcome drinks. The HKTB also plans to partner with various sectors, including airlines, hotels and tour operators, to ensure the availability of exciting offers to attract potential visitors. One such promotion – a giveaway of 500,000 free airline tickets – has already been announced.

Organize an exciting series of mega-events. To mark Hong Kong’s return to the international stage by boosting the city’s global visibility and generating positive word-of-mouth, HKTB will continue to host an exciting lineup of mega-events. The tourism body confirmed that more than 200 events and events are planned for Hong Kong for 2023, with more than 100 large-scale MICE events also to be held next year.


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