Hong Kong has declared itself open and ready to welcome back the world, pulling up the curtains on a massive new international campaign involving 500,000 free air tickets and one million ‘Hong Kong Goodies’ from over 16,000 local businesses.
Headlined by a cinematic television commercial featuring Hong Kong celebrities including Cantopop stars Aaron Kwok, Sammi Cheng and Kelly Chen, the holistic campaign is designed to showcase the city as a tourism hub that is once again open and ready for business.
Various other videos featuring business leaders, social influencers and passionate local Hong Kong residents will add to the campaign, which is expected to appear on more than 3,000 platforms worldwide.
Check out the campaign commercial here:
The Airport Authority Hong Kong will give away 500,000 return airfares in multiple phases over various markets in coming months, in collaboration with Cathay Pacific Airways, Hong Kong Express and Hong Kong Airlines.
The ‘Hong Kong Goodies’ vouchers will enable visitors to enjoy free meals, drinks, transportation to various locations around the city and shopping discounts.
Hello Hong Kong also aims to showcase the many new and upgraded tourist attractions along with longstanding favourites across the city.
These include an upgraded Peak Tram, new exhibitions at the Hong Kong Palace Museum, an upgraded Water World Ocean Park, new shows at Hong Kong Disneyland and enhanced waterfront activations along Victoria Harbour.
Speaking at the campaign’s launch, Hong Kong Chief Executive John Lee said Hello Hong Kong was designed to reignite tourism, business and investment in the city.
“There will be no isolation, no quarantine and no restriction on experiencing our great wine and dine scene, on doing business, on joining events and outings, on doing sports, on enjoying the hustle and bustle of Asia’s World City,” Lee said.
Hong Kong Tourism Board Chairman, Dr Pang Yiu-kai said the city is brimming with confidence that travellers will return to the city in big numbers.
“Hong Kong is now open for not only business but also leisure and pleasure. So, we believe that definitely Hong Kong is coming back,” Dr Yiu-kai said.
“The pandemic measures are all progressively being relaxed, and we believe that, once again on the gradual and on a progressive basis, our tourist and visitor numbers will begin to rise.”
Hong Kong has also unveiled a comprehensive social calendar of more than 250 events and festivals taking place throughout 2023, including the Hong Kong Marathon, Hong Kong Rugby Sevens, a Wine and Dine Festival, music and art showcases and much more.
The city will also play host to more than 100 MICE events, allowing various professional sectors and industries to gather, network and complete business opportunities.
Despite surging optimism surrounding the campaign’s launch, industry observers have called for patience as visitors may find much of Hong Kong’s tourism industry heavily understaffed as businesses rebuild their workforces.
‘Hello Hong Kong’ is the first major step by the Hong Kong Tourism Board to rebuild a battered image endured by the city over recent years both during and prior to the pandemic.
In addition to only allowing citizens and permanent residents to return, Hong Kong enforced one of the world’s strictest quarantine policies on all arrivals, with those infected with COVID-19 or showing symptoms whisked to government accommodation in an effort to prevent further spread.
Hong Kong’s tourism sector was also severely affected in 2019 by social unrest instigated by pro-democracy protestors which led to widespread riots and strong-armed police tactics.
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