Rachel Yip has joined the Hong Kong Tourism Board (HKTB) to lead its consumer marketing and PR across the UK and northern Europe.
It is one of two appointments aimed at HKTB’s UK market, with The PC Agency also brought in to run its UK destination PR. Both follow steady growth in British arrivals, which rose 13.1% in the first half of 2026.
Yip started as senior manager, consumer marketing and public relations, UK and northern Europe, on 3 August. She is based in HKTB’s London office. Her remit covers integrated marketing campaigns, media relations, influencer partnerships and brand collaborations.
She previously worked at Six Degrees PR and Corsair, delivering multichannel programmes for brands in Hong Kong and international markets.
Anette Wendel-Menke, HKTB’s director for Europe, said: “We are delighted to welcome Rachel to the team. Her expertise in integrated marketing and public relations will be instrumental as we continue to strengthen Hong Kong’s brand presence across the UK and Northern Europe.”
The PC Agency, led by CEO Paul Charles, will work to raise Hong Kong’s profile in the UK. The brief is to position the city as somewhere to stay longer rather than pass through, growing both the number of UK visitors and how much they spend.
Hong Kong welcomed more than 300,000 UK visitors in 2025, up 15% on 2024. Arrivals in June 2026 were up more than 20% year-on-year.
Charles said: “We’re thrilled to be working with the Hong Kong Tourism Board to bring the region’s energy to life for UK travellers, and give them every reason to stay longer once they arrive.”
Food and drink are central to the pitch. The 2026 Michelin Guide awarded stars to 77 Hong Kong restaurants, and the city’s Bar Leone became the first bar from Asia to be named the World’s Best Bar.
HKTB is also launching a new brand campaign, Only in Hong Kong, and will promote events including the Hong Kong Sevens, Arts Month and the Hong Kong Wine & Dine Festival. It expects the recently announced visa-free travel for UK visitors to mainland China to further boost interest in the region.
