GCC Consumer Outreach through DHK Facebook Arabic:

HKTB promoted Hong Kong Winterfest celebrations and generated 17,121 website visits for the DHK Arabic website and 5.4mn reach for the Discover Hong Kong Arabic Facebook page.

GCC Trade Co-ops:

Prisma Media with Cathay Pacific Airways (end of campaign)

HKTB collaborated with leading OTAs like Musafir.com in UAE & Almatar in KSA to introduce Hong Kong’s new and diverse tourism experiences to the young affluent Arabic speaking audience who is continuously look out for travel inspirations to explore new destinations on their travel app.

• Almatar:

• Musafir.com:

Corporate Outreach in UAE & KSA:

HKTB participated in MICE Arabia & Luxury Travel & Kingdom Business & Luxury Travel congress to introduce Hong Kong’s new infrastructure, new attractions and new opportunities and latest MICE offerings to the leading corporates, government offices and Royal representatives.

Trade Outreach in UAE & KSA:

HKTB organised sales visits and hosted destination updates for leading travel companies in UAE and KSA to update them about Hong Kong and latest tourism developments for them to put Hong Kong back into their sales and promotion calendar. We also provided detailed destination information pack including the contact list of Hong Kong DMC, destination presentations & video playlist, list of Halal & Muslim friendly facilities and Hong Kong Rewards offers and benefits.

Trade Posts via Mustakshif (HKTB Gulf Rep):

Participated in Meetings Arabia and Luxury Travel Congress (MALT) 20th -21st September & Kingdom Business & Luxury Travel (KBLT) Congress KBLT 25th – 26th September 2023

These events provided a two-day extensive networking opportunities with corporate MICE buyers, aiming to consider Hong Kong as a destination for the year. Key objectives included building a future pipeline of M&I group leads, gathering prospective movement information, and reconnecting with existing clients. The event aimed to enhance visibility, engage with pre-qualified corporate buyers, and leverage opportunities with last-minute groups facing visa and airfare challenges. MEHK educated buyers on new Hong Kong developments, gathered insights on trends, and familiarized corporates with unique Hong Kong experiences.

During the events, we effectively showcased Hong Kong's preparedness and new developments in attractions, experiences, and the Hong Kong Rewards (HKR) program to corporate attendees. We gathered market insights on prospective movements for 2023-24 and demonstrated Hong Kong's suitability for small and medium-sized immediate movements. Exclusive one-on-one meetings with corporate decision-makers facilitated focused discussions and networking opportunities.

Partnered with 3 leading travel brands in GCC to promote Hong Kong among the Arab travellers

1. Wego’s Campaign: Promote Hong Kong as a prime travel destination from the Middle East & North Africa, offering a wide range of activities such as winter sports, gastronomy, eco-tourism, culture & heritage, nature & adventure, shopping, and health.
   • Promote Special Deals & Stopover Itineraries: Encourage potential visitors to take advantage of special deals and stopover itineraries to explore Hong Kong during their stay.
   • Leverage Wego App: Promote the use of Wego as the app of choice for booking any travel services
   
2. Dnata campaign: focused on building awareness and driving consideration for Hong Kong as the best possible place to experience the culture and glamorous lifestyle of East Asia. The campaign highlighted:
   • Culture Immersion: Showcasing the rich cultural heritage of Hong Kong.
   • Art: Promoting Hong Kong's vibrant art scene.
   • Shopping, Lifestyle, and Entertainment: Highlighting the shopping districts, lifestyle experiences, and entertainment options.
   • The Great Outdoors: Emphasizing outdoor activities and natural attractions.

   The campaign title was “Hello Hong Kong: Your Holiday Destination for 2024” and “Captivating Hong Kong.” The target audience included families, friends, and solo travelers for summer, as well as nationals and expats for Eid Al Adha.

   
3. Musafir.com Campaign: marked Musafir.com's first major campaign for Hong Kong after the pandemic. The campaign's main focus was raising awareness and creating interest in Hong Kong as a leisure tourism destination. The objective was to attract a broad audience, from solo travelers to families, through engaging content and exclusive offers.
   

Co-sponsored the Dragon Boat Race 10th & 11th February 2024 in Dubai

The Hong Kong Economic and Trade Office (HKETO) in Dubai sponsored the Hong Kong Dragon Boat Race Carnival during the Chinese New Year celebrations on 10th and 11th February 2024 to bring the vibrant culture and unique traditions of Hong Kong to UAE nationals. The Hong Kong Tourism Board (HKTB) participate and promoted Hong Kong as a prime travel destination though various showcase of HK tourism offerings and also roped in key trade partner Dnata Travels to promote and sell Hong Kong travel deals and offers to the 2,000 visitors over the two days including Arabs, expats, and corporates.

Supported HKETO organised CNY Gala Dinner in Abu Dhabi, 28 Feb 2024

The HKTB also had the opportunity to collaborate with the Hong Kong Economic and Trade Office (HKETO) for the Chinese New Year Gala Dinner in Abu Dhabi in Feb 2024. Hosted by the Commerce and Economic Development Secretary, the event was attended by over 200 corporate and leading organizations. HKTB showcased new tourism developments and offerings to reinforce Hong Kong's appeal as a premier travel and business destination to this influential audience.

Participated at the Arabian Travel Market (ATM), Dubai 6-9 May 2024

The Arabian Travel Market (ATM) in Dubai is the premier global event for the travel and tourism industry that was attended by over 41,000 attendees from around the world

• In 2024, the Hong Kong Tourism Board (HKTB) participated in ATM Dubai, using it as a vital platform to showcase Hong Kong's latest tourist attractions, cultural experiences, culinary offerings, and Muslim-friendly/halal options tailored for Middle Eastern visitors.
• The Hong Kong trade delegation at ATM Dubai 2024 included 31 partner organizations.
• The participation at ATM Dubai 2024 also provided an extensive business meeting opportunity for Hong Kong's travel trade over the 4-day event.
• During the event, HKTB signed Memorandums of Understanding (MOUs) with two leading travel brands: a) dnata Travel Group b) Emirates Airlines
• The purpose of these MOU signings was to establish annual strategic partnerships to help grow visitation into Hong Kong.
• As part of our participation, HKTB unveiled a new campaign called "Travel in LUXE Hong Kong". This campaign showcased Hong Kong's top-tier art, culture, leisure, and hospitality experiences, all presented through a lens of luxury and exclusivity. The "Travel in LUXE Hong Kong" campaign was aimed at highlighting Hong Kong's premier tourism offerings that would be appealing to high-end, affluent travelers from the Middle East region.

Co-hosted “Surprise and Delight Hong Kong” FAM Trip from UAE, 17-21 May 2024

HKTB hosted a delegation of key government officials from the UAE, supported by trade partners like dnata Travel, Shangri-La, and Cathay Pacific. This familiarization trip allowed HKTB to directly showcase Hong Kong's capabilities in catering to the affluent and Muslim-friendly travel segments from the UAE and GCC region.

• The 5-day customized itinerary showcased Hong Kong's luxury travel experiences and the city's diverse offerings, including outdoor activities, shopping, horse racing, and VIP access to attractions.
• The trip was supported by dnata, a UAE government-owned OTA that has been a strategic partner for HKTB in reaching audiences in the key GCC (Gulf Cooperation Council) markets.
• The primary objective was to position Hong Kong as a premier luxury and high-end travel destination for UAE/GCC visitors, as well as to demonstrate Hong Kong's readiness to cater to the Muslim travel market.
• The delegation included key UAE government representatives and trade partners.
• The feedback from the delegates was very positive - they felt that Hong Kong has the right offering to succeed in the Muslim travel market from the GCC, with its vast range of high-quality tourism experiences, luxury hospitality, exclusive VIP offerings, halal dining, great shopping, and vibrant neighborhoods.
• The delegates expressed a strong intent to introduce Hong Kong as a destination for both business and leisure travel within their respective government offices, which will be supported by the dnata Travel Group.