Trade Central To Hong Kong Tourism Board's Recovery Plans
Anna Kroupina, Open Jaw
Hong Kong Tourism Board Chairman YK Pang (left) and Executive Director Dane Cheng provided updates on Hong Kong's tourism development and introduced the HKTB’s upcoming plan for tourism recovery.
The Hong Kong Tourism Board has begun to conceptualize the destination's tourism recovery plan for when social distancing guidelines relax and travel begins to resume, and the trade will be central to those efforts.
The HKTB has announced earlier that it will be allocating more than $70 million to support promotions by the trade.
When travel does finally open up, HKTB Chairman YK Pang said in a web conference on April 24 that it will be a different experience from the one we are used to.
"In the post-pandemic world, we will see a shift in preference and behaviour among travellers – the public health conditions of destinations, and the hygiene standards of transportations, hotels and other tourism facilities will become a top priority; people will prefer short-haul breaks and shorter itineraries; wellness-themed trips will become a new trend," he said.
"It is in fact an ideal time for us to review and rethink Hong Kong’s position in the global tourism market and elevate service standard. Together with the travel trade, the HKTB is going to map out the long-term development strategy for our tourism industry."
The HKTB says it believes the mainland market will be the first to rebound, followed by short-haul and new markets. It expects outbound travel from long-haul markets to resume in the last two quarters of 2020 "at the earliest."
"Ethnic Asian visitors are expected to be the first to visit Hong Kong after the pandemic. Consumer sentiment is comparatively more positive in Canada, France and Germany and outbound travel is expected to recover at a faster rate in these markets," noted HKTB in a news release.
HKTB Executive Director Dane Cheng says that the organization has devised a three-phase plan to reinvigorate Hong Kong tourism. The exact timeline will depend on the development of the pandemic.
Phase 1 (Now) – Resilience - The HKTB is preparing a recovery plan for Hong Kong tourism.
Phase 2 – Recovery When the pandemic shows signs of abating, the HKTB will first focus on local markets by encouraging locals to rediscover different neighbourhoods and community cultures "in order to send a positive message to visitors and restore their confidence in the city."
Meanwhile, the HKTB will launch "tactical promotions" with the trade in select markets to stimulate people’s interest to visit Hong Kong.
Phase 3 – Relaunch Mega events and a new tourism brand campaign will be launched to rebuild Hong Kong’s tourism image.
Anna Kroupina Journalist
Anna is OJ's newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she's new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.