Hong Kong sets 2011 targets, launches new brand

HONG KONG expects arrivals this year to grow by 10 per cent over 2010’s 36 million visitors, and has formulated a strategy to meet this target.

The Hong Kong Tourism Board’s (HKTB) 2011-2012 tourism work plan gives the city a new destination brand, “Hong Kong – Asia’s World City”, and an enhanced calendar of events.

The NTO has identified Vietnam and the Netherlands as emerging markets, in addition to India, the Middle East and Russia. According to HKTB chairman James Tien, this was spurred by Vietnam’s robust economic growth and better air connections between Hong Kong and the Netherlands. The HKTB will also open its office in Taiwan soon.

Business arrivals to Hong Kong increased by 14.4 per cent in 2010, and overnight MICE arrivals surged to by 23.3 per cent to around 1.31 million from January to November. HKTB executive director Anthony Lau expects the uptrend to continue. “We anticipate a 10 to 15 per cent growth this year, with both exhibition and convention segments (performing well).”

On the leisure front, the board will push new products such as Aqua City and Rainforest at Ocean Park, Sky 100, Tai O Heritage Hotel and Hong Kong Disneyland’s Toy Story Land.

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