Hong Kong gears up its tourism strategy and confirms seven MICE events

Asia Coronavirus Updates News
Hong Kong gears up its tourism strategy and confirms seven MICE events

The Hong Kong Tourism Board (HKTB) has announced that it is gradually resuming promotions in local and source markets, reviving tourism through a combination of short-term and long-term strategies. The Board also noted seven MICE events had been confirmed.

Locally, the HKTB is restarting promotions with the ‘Holiday at Home’ campaign, which it says is designed to “create a positive atmosphere in Hong Kong and encourage consumption”.  

HKTB chairman, Dr YK Pang, said: “The HKTB is working diligently on the ‘Open House Hong Kong’ platform. It is anticipated that the Mainland, in particular the Greater Bay Area, and some short haul markets will be open for travel relatively soon and the HKTB is planning promotions and tactical offers targeting these markets, which will be launched immediately once cross-boundary travel resumes. In the meantime, we will continue to maintain Hong Kong’s presence in source markets through a variety of promotions and mega events. 

“Looking ahead, Covid-19 has transformed the global tourism landscape, resulting in a new normal for the industry. The HKTB will take the opportunity to review Hong Kong’s tourism positioning and will continue to seek to attract high-yield visitors. Recently, seven major MICE events were confirmed, boosting confidence in Hong Kong’s ability to draw high-yield MICE visitors in future.”

The MICE events include first-time events for Hong Kong and the Greater China region, and the largest MICE event of its kind in Asia.  

The International Air Transport Association (IATA) World Cargo Symposium, the Asia Sports Technology Conference, the Congress of the Asian Society of Transplantation, and the China Millions Forum Elite Annual Meeting will be held in Hong Kong for the first time.  

Two other MICE events, rescheduled because of the pandemic, will be staged in Hong Kong following lobbying by the HKTB. Between them, the seven events are expected to attract 20,000 participants. The HKTB announced that provisional visitor arrivals in August were 4,450, amounting to a year-on-year decrease of 99.9%.

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