Events, roadshows & fairs

ITB, March 2024

General information regarding ITB in Berlin, the world’s leading travel trade show, 5 - 7 March 2024:

• 5,500 exhibitors from 170 countries
• Almost 100,000 visitors attended the fair this year (vs. 90,000 in 2023), exceeding expectations (fvw) 
• Optimistic outlook from industry partners as German’s desire to travel remains unbroken

This year, we were particularly excited about welcoming 27 co-exhibitors to our booth and having a successful stand function with approx. 90 trade and media guests joining. It was a wonderful occasion to highlight Hong Kong’s core experiences and meet face-to-face with trade partners and discuss co-op opportunities for FY24/25.

Chinese New Year

• CNY events with CNTO and CX in Frankfurt and CX at Mandarin Oriental Hotel in Munich with selected trade partners:
  
• CNY event with HKTDC and CX and 70 business partners in Frankfurt presenting core experiences:
  

Luxury Edition of PATA Roadshow in Munich and Stuttgart with 40+ selected trade partners, April 2024

Tactical partnerships

Tactical co-op with the tour operator Journaway

• Journaway is known as the largest comparison and booking portal for round trips in the market
• Multi-destination promotion to Hong Kong + Bali, Hong Kong + Japan as well as Hong Kong only promotion addressing Gen Z target group
• Campaign period: November 2023 - June 2024, travel period: November 2023 - October 2024
• Online and social promotion incl. “Hello Hong Kong” destination page featuring standalone and Multi-D trips to Hong Kong:

Multi-D tour operator co-op with REWE & Penny Reisen

• Sales via the most well-known supermarket chain targeting affluent travellers. Hong Kong added as new stopover destination in combo with Thailand. 3 - 4 nights in Hong Kong to increase LOS.
• Integrated multi-channel communication: Retail, online sales and POS.
  Estimated travel period: September 2024 - March
• Launch of Hong Kong / Thailand combi in Penny and REWE supermarkets via online and offline promotion:

Tactical Campaign with tour operator Studiosus

• Aiming to drive arrivals to Hong Kong by targeting affluent travelers with long-haul affinity.
• Development of a tour series with 12 groups each with a capacity of 22 guests. Tour-series is promoted via the tour-operator trade-mark Marco Polo Reisen. Hong Kong ONLY package with 4 nights sold via selected online & offline media including subscription clientele who are doctors/dentists.
• Targets: Print: 10 pages with a total circulation of 1,221,000 / Online: 241M visits.

Trade FAMs

Trade FAM trip by Tourism Australia with stopover in Hong Kong in June

• 9 selected travel agents/ premier Aussie specialists, feedback was very well received
• Showcasing Hong Kong as attractive stopover destination en route to Australia

Trade FAM trip by Aerticket in coop with CX in June

• 6 selected key account contacts of Germanys biggest air ticket consolidator
• Core experiences featured: Victoria Harbour, WKCD, Temple Street, GOHK via Sai Kung + Big Buddha, Street Art and Foodie Tour

MEDIA

HKTB created a number of positive storytelling covering core experiences and events featured via press releases and influencer coop to generate coverage.

Media Highlights

• Media visit by journalist Andreas Drouve covering GOHK and island hopping resulted in 250+ articles and PV of 1.1M EUR
  
• Hong Kong as cruise hub and its core experiences featured in trade magazine during ITB:
  

Influencer co-op

Blog post and social coverage relating to influencer trip of Michaela Carrot (271k) & partner Dejan (141k) with reach of 189k