Hong Kong’s new world advertising marketing campaign will “kickstart” the city’s reopening to global travelers, the Hong Kong Tourism Board advised CNBC’s “Squawk Box Asia” on Friday.
As portion of the “Hi there Hong Kong” campaign, which was launched on Thursday, 500,000 air tickets will be presented away above the subsequent 6 months, starting in March.
The tickets will be presented out by means of three Hong Kong’s carriers — Cathay Pacific, HK Convey and Hong Kong Airlines.
The absolutely free tickets are part of the HK$2 billion ($255 milion) aid package deal that the govt provided to airways in 2020, throughout the top of the pandemic.
The Hong Kong Tourism Board is also investing a minimum amount of HK$100 million in the advertising of the campaign’s preliminary section, it explained at the launch ceremony.
But Hong Kong however faces a “dilemma” — its infrastructure has some catching up to do to accommodate the increase in readers, stated Dane Cheng, the tourism board’s govt director.
“I consider this predicament, we have really been observing from other markets and destinations when they begun to reopen in the previous calendar year or so. It’s tough to catch up … specifically for the airlines, the airports and even inns,” he told CNBC.
“[But] you want to kickstart and … notify the earth in a distinct concept that Hong Kong and then mainland — we have ultimately reopened.”
How the tickets are allocated
The ticket giveaway will be phased: It will start out with Southeast Asian markets, adopted by mainland China and North Asia, and lastly, other elements of the environment.
Some 80,000 tickets have also been reserved for Hong Kong inhabitants which authorities intention to give out in the summer.
The number of tickets for each area was primarily based on “site visitors shares” and customer quantities from in advance of the pandemic, explained Cheng.
Fred Lam, the CEO of Hong Kong’s airport authority, also expects the free tickets to have multiplying outcomes on the range of people.
“We hope those who received the tickets will provide 2-3 additional good friends and relatives with them [to Hong Kong],” according to CNBC’s translations of Lam’s remarks at the marketing campaign start ceremony.
“Even nevertheless we are only providing out 500,000 air tickets, we feel it will provide in additional than 1.5 million incoming visitors,” Lam additional. That is about 10% of the full number of guests predicted for the duration of the marketing campaign period of time.
As for how visitors can get their palms on these free tickets, it will count on “neighborhood market polices and customs,” he claimed.
“[That] could include large-scale lucky attracts, giving it out as a result of a 1st-occur-initially provide basis, supplying invest in-on-get-a person no cost tickets, or through game participations,” Lam mentioned.
‘Very obviously reopened’
On Friday, China claimed cross-border travel with Hong Kong and Macao would absolutely resume from Feb. 6, scrapping mandatory pre-departure assessments and lifting arrival quotas, according to a Reuters report.
“I feel it really is quite obvious that the Hong Kong government and also our mainland central govt has been very prudent and they [made] it pretty very clear that all the things wants to be resumed in an orderly and progressive way,” said Cheng.
He extra that right before the pandemic, Hong Kong had “in excess of 25 million overnight guests” every calendar year, and it will get the town time to “get again” those figures.
Return of MICE functions in Hong Kong
Cheng said the past two to three a long time have been “tough” for Hong Kong’s MICE (meetings, incentives, conferences & exhibitions) market, which brought in extra than 1.6 million overseas guests in 2019, just before the pandemic.
“The final year or so, other nations and towns and places have begun opening up and of system we have some fantastic activities that have been in Hong Kong for several years,” said Cheng.
“Anchor situations [were] transferring out and they say sorry, ‘We’re heading to other destinations in Southeast Asia, Middle East,’ or some just essentially postpone or defer.”
Nevertheless, he explained the town is now “assured” and “hunting forward to obtaining visitors” all over again.
That can be viewed through its “Howdy Hong Kong” marketing campaign, which has a 2023 lineup of additional than 250 functions and festivals — which includes the Hong Kong Marathon, the Clockenflap new music pageant and Hong Kong Rugby Sevens.
There are also extra than 100 intercontinental MICE functions prepared for the calendar year, claimed the city’s tourism board.
