2024 is set to be a year of recovery for Hong Kong, according to Hong Kong Tourism Board. Photo Credit: Adobe Stock/leungchopan
The Hong Kong Tourism Board (HKTB) recently convened its annual
tourism overview at the Hong Kong Convention and Exhibition Centre on 21
March, assessing the results of its campaigns and promotions for 2023
and outlining its plans for continued recovery in 2024. In attendance
were approximately 1,200 local travel agents, hotel operators, airline
and F&B representatives, retailers and MICE and cruise sector
partners, among others.
General arrivals have continued to trend upwards, despite airlift
capacity at just 75% of pre-pandemic levels. All in all, Kenneth Wong,
HKTB general manager (MICE & cruise) paints an optimistic picture
for Hong Kong’s MICE and cruise sectors for the coming year.
MICE recovery was relatively rapid in 2023, bouncing back to 66% of
pre-2020 volumes, and posting 1.3 million overnight arrivals. The
biggest source market was mainland China (53%), with short-haul visitors
totalling 29% and 18% from global markets. In terms of segment share,
meetings and incentives accounted for 61% of overnights, which Wong
attributed to the relatively short planning lead times involved.
Conventions and exhibition contributed 14% and 25% shares respectively.
To maintain the momentum, Wong said HKTB will introduce an impactful
MICE thematic campaign aimed at showcasing Hong Kong’s opportunities and
positioning the city as the world’s meeting place. “We will position
Hong Kong as a city where you can achieve more for business events.”
For MICE business, the HKTB plans on leaning into Hong Kong’s
position as the hub of the emerging Greater Bay Area, as well as
reinforcing its “Seeing is believing” campaign from last year.
“We have created a dedicated GBA campaign with two customised themes:
Meet Hong Kong and Meet GBA, targeting international and mainland
organisers respectively,” Wong explained. “International organisers can
fully leverage Hong Kong as a unique super-connector, and mainland
organisers can leverage Hong Kong as the window to their expansion.”
Renewed focus on strategic sectors
As part of the
campaign, the HKTB is also earmarking finance, trade, IMT, arts and
culture, medical science, tourism, education and youth development for
2024, and will be restarting the second term of the Hong Kong Convention
Ambassadors Programme, which was launched in 2020.
Thus far, 120 local business, academic and public leaders and 25 mainland association heads have helped secure 16 events.
The HKTB will also continue to fund for small- and medium-sized trade
groups and DMCs, support recurring trade shows and exhibitions by
offering participation fee waivers, target Muslim markets with
customised promotions highlighting Muslim-friendly MICE offerings, and
launch the new Hong Kong Incentive Playbook to focus on arts and
culture, wellness, nightlife, neighbourhoods and Hong Kong signatures.
According to Wong, the Playbook features over 100 new and authentic
ideas for meeting venues, team-building activities, immersive tours and
dining options for DMCs and agents. “This will serve as a very handy
guidebook for them to plan exciting incentive trips for their clients.”
He said.
The campaign is set to launch in April.