He shared that the HKTB has formulated short-and medium-to-long-term strategies and has decided that HKTB will encourage visitors to choose Hong Kong as their first destination when cross-border travel resumes in addition to its continuous efforts to enhance the local atmosphere and support the travel trade. He also added that it will reinvent the city’s tourism brand and captivate the high-yield visitor segments in future. He further mentioned that since the government has started the large-scale COVID-19 Vaccination Programme, authorities are hoping the public will actively participate in the programme, so that the tourism industry can recover from the pandemic as soon as possible.
There will be three main focuses for the additional funding. The short-term strategies will aim to cheerlead and boost domestic consumption to support the local trade and organise large-scale promotions to drive industry recovery when cross-border travel resumes. The medium-to-long-term strategy will conduct a holistic review of the Hong Kong tourism brand to reinvent Hong Kong’s tourism image and captivate high-yield visitor segments. It will also focus on ongoing works like enhancing the subsidy schemes and sponsor trade members’ participation in trade events to speed up business recovery, organising and supporting mega-events to maintain Hong Kong’s international exposure.
