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Opinion | Hong Kong’s brand must keep up with the times to draw tourists
- As cities ebb and flow, so will their image and brand, and this brand must keep up with tourists’ constantly evolving tastes and expectations
- Hong Kong could benefit from moving away from images of junk boats, dim sum bamboo baskets and rickshaws to something more modern, vibrant and relevant
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With the government launching a global “Hello Hong Kong” promotion campaign featuring videos broadcast on different platforms worldwide and 500,000 free air tickets to be distributed globally, Hong Kong is ready to receive a surge in “revenge” travellers seeking to get away after lengthy lockdowns and social restrictions.
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Under the campaign, delegations spearheaded by the government will reach out to various parts of the world, including the mainland. They aim to foster cultural exchanges and trade while presenting the story of the city under “one country, two systems”.
Even with today’s convenient video conferencing and personal communication apps, high-level face-to-face interactions by such delegations can sometimes deliver better business results. Chief Executive John Lee Ka-chiu’s visit to Saudi Arabia with a high-level delegation is a case in point.
During the visit, Lee reached an agreement to bring the Aramco Team Series women’s golf tournaments – sponsored by Saudi Aramco, one of the world’s largest oil companies – to Hong Kong for the first time. It is hoped that subsequent delegations dispatched around the world will continue to bring good news.
The “Hello Hong Kong” campaign is arguably a long time coming, given that the tourism and hospitality sectors eagerly await a revival in post-Covid Hong Kong.
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I am certain this campaign is the collective work of many experts and visionaries, but I would like to contribute my two cents on how to further enrich and strengthen the campaign from the angle of promoting the city.
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