After suffering a fall in regional arrivals among other setbacks in recent years, Hong Kong’s inbound tourism is stepping up on destination promotion efforts in international markets, writes Prudence Lui
With Hong Kong’s inbound tourism having hit a few major bumps in recent years, stakeholders are taking a hard look at ways to propel the city ahead of the competition and latch onto the minds of visitors far and wide.
In the face of dwindling arrivals from its top source market China, and rising global competition, the Hong Kong Tourism Board (HKTB) now seeks to pursue a more balanced portfolio of visitorship by allocating a bigger portion of its marketing budget to international markets.
Boosted by additional government funding of over HK$200 million (US$25.8 million) in the 2016/17 Budget, HKTB will launch a new phase of the My Time for Hong Kong global campaign in the second half of this year.
The NTO hopes to maximise the exposure of Hong Kong through international and regional broadcasters and digital platforms. As well, international events such as Hong Kong Wine & Dine Festival, and Hong Kong Cyclothon will be scaled up.
HKTB executive director, Anthony Lau, said: “For shorthaul markets including South-east Asia, we will collaborate with local trade partners, hotels, and tourist attractions to roll out Family Fun and Getaway to Hong Kong campaigns, targeting the family and youth segments respectively.”
Various special packages will be introduced as part of the Family Fun campaign − first launched in South-east Asia in March/April − to leverage school holidays and weekends in individual markets.
Added Lau: “Hong Kong is still a popular and preferred stopover destination (for longhaul travellers). HKTB will continue its partnership with destinations in Pearl River Delta and also explore opportunities brought about by China’s One Belt, One Road initiative to boost arrivals from longhaul markets.”
General manager of Tour East Hong Kong, Daniel Tam, welcomed the NTO’s stronger focus on the international markets.
“Fee waivers extended to (more) overseas trade shows organised by the HKTB this year (has translated to) bigger delegations and collective efforts from the trade to promote Hong Kong (against stronger marketing efforts from neighbouring destinations like Macau),” he said.
Hong Kong Association of Travel Agents (HATA) vice chairman Richard Willis would like the HKTB, apart from fee waivers at trade shows, to subsidise airfares and accommodation for agents too.
Said Willis: “(Some HATA members) argue that the industry is facing stiff competition and high trade show expenses… Singapore and Macau are already offering agents free hotel nights and cash subsidies.”
Providing a snapshot of how international visitorship has been performing, Harbour Plaza 8 Degree Hotel recorded a 30 per cent growth in terms of roomnights from major longhaul markets such as the US, Canada, Australia, the UK and France, and a six per cent increase from Japan, South Korea, Singapore and other South-east Asian countries, general manager Christina Cheng told TTG Asia.
She said: “Guests from longhaul markets mostly prefer multi-destination packages combining travel to major cities in China, Macau and other South-east Asian countries.”
The hotel has its sights trained on the international market by increasing the number of triple and quad rooms to meet growing demand from the family and student segments, in addition to introducing a halal menu for Muslim guests.
But to better tackle dipping tourist numbers, HATA’s Willis opines that more attractions are still needed for Hong Kong.
He said: “Many (regional travellers) comment that it’s better to stay away from touristy areas like Stanley. They want to experience unusual events, (which means) we can promote weekend markets in Kam Tin and Quarry Bay.”
This article was first published in TTG Asia, July 8, 2016 issue, on page 24. To read more, please view our digital edition or click here to subscribe
