Travel Market Report – Advertorial Series

• B2B advertorials showcasing Wine & Dine Festival and the culinary offerings as well as the promotion of nightlife in Hong Kong
• Results: 27,726 articles read with total impression of 221,663 with 25% open rate
• Articles:
  1. A Taste of HK will leave Clients craving more
  2. Hong Kong is a city that Shines Brightest at Night

ConnectHK FAM, 6 - 12 November 2023, Hong Kong

• Objective: Seeing is Believing: to be able to develop new products for 2024/25
• Eight tour operators and one trade media participated

United States Tour Operator Association Annual Meeting (USTOA) – 2 - 6 December 2023, Los Angeles

• Share HKTB 2024 marketing strategies & identify co-op marketing partners.
• USTOA tour operator member survey reveals 2024 travel forecast
• One-on-one appointments – 29: Tour Operators (15); Media (5); Suppliers including airlines, consortia and NTO (9)

HKTB/CX - Chicago Relaunch Trade Activities & West Coast Updates

• Trade dinner attended by 40 travel agents and Relaunch Reception attended by 65 Corporate / business & luxury tour operators.
• West Coast Updates
  • San Francisco (lunch & learn) – attended by (15) retail agencies/ Los Angeles (afternoon tea) – attended by (13) retail agency owners, consolidators, and mainstream tour operator representatives

Monthly e-Newsletter

Sent out to about 6,000 trade contacts with an average open rate of 38%.

Hello Hong Kong Programmatic Video Campaign (November 2023 - March 2024)

To support the launch of Hello Hong Kong 2, a video campaign to generate awareness that Hong Kong is ready to welcome visitors was kicked off in November. The videos featured Hong Kong activities and high energy to best illustrate travelling to Hong Kong in key gateway markets. To encourage “bizcation” travellers extending their stay, the campaign aimed to inspire their off-hours enjoyment of Hong Kong’s new attractions, restaurants and more.

Results: over 1.3 million completed video views on video networks thus far. The campaign runs until March 2024.

"Field Trip with Curtis Stone” – Hong Kong episode to debut on PBS in February 2023

The one-hour special episode of “Field Trip with Curtis Stone” is a love letter to Hong Kong’s culinary prowess, great outdoors, heritage and tradition, and modernity and leading-edge moments. This program will be airing nationally at the beginning of February on Public Broadcasting System (PBS) and NBC Peacock streaming platform.

HKTB News

HKTB News is distributed to 1,000 journalists and social media influencers through a monthly e-newsletter to share updates on upcoming activations, dining and hotel experiences and must-see attractions, with an average open rate of 43%.

NYC Media Luncheon

HKTB US organized an exclusive media event in NYC to introduce Michael Lim as the new Director of the Americas and educate media and influencers about new tourism developments in the destination for 2024. The event was held at CHI in New York City and featured two iconic Hong Kong cocktail.

PARTNERSHIP AND TRADE EVENTS (July - December 2023)

As the MICE market rebound persists, HKTB continues to strategically engage with top partners via outreach, participation in domestic trade shows and conventions, as well as a long-term outreach programme to build on brand awareness and keep planners apprised with Hong Kong’s latest updates and MICE campaigns.

• American Society of Association Executives [ASAE], Atlanta, Georgia, 5 - 8 August 2023
  
  

  The ASAE Annual Meeting & Exposition is where thousands of association professionals and industry partners gather to exchange time, resources, strategies, solutions, and more.

  This organization is celebrating its 100th anniversary and currently boasts 46,000 association executives and 7,400 organizations as members. This annual meeting and expo resulted in the HKTB meeting with 67 association professionals regarding the latest info on association convention trends and new happenings in Hong Kong.

  The Hong Kong booth was well received with almost 100 visitors and prospects engaged.

• IMEX America, Las Vegas, Nevada, 17 - 19 October 2023
  
  

  The annual IMEX America trade show is the largest hospitality and tourism DMO trade event in the Western hemisphere. There were 4,200 buyers and HKTB had 368 engagements and 43 leads – up 68% and 126% respectively.

  HKTB hosted one on one meetings, group presentations, and sponsored an invitation only cocktail reception at this year’s booth, which included 16 partners from Hong Kong – the largest amount since 2019.

MARKETING PROMOTIONS (ONGOING)

• Monthly e-Newsletter
  

  HKTB continues to engage top partners throughout the year with consistent, monthly direct e-blasts that cover a plethora of Hong Kong’s most recent happenings (Hong Kong wins, upcoming trade show attendance, and Hong Kong special events), as well as how they can tie in with the best MICE itineraries, and MEHK LinkedIn page subscriptions. Sent out to about 1,100 contacts with an average open rate of 32%.