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The Hong Kong Tourism Board has charted a fresh course for destination promotion under the renewed leadership of Chairman Peter Lam Kin-ngok, who reassumed his role last month.
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At a media briefing today, Lam outlined an innovative approach that shifts focus from raw visitor numbers to attracting higher-value overnight tourists through themed campaigns and strategic partnerships.
The newly launched "Hong Kong Summer Viva" exemplifies this strategy, weaving together multiple attractions into a cohesive seasonal narrative.
The campaign connects Hong Kong Disneyland's 20th anniversary celebrations with Ocean Park's panda twins' first birthday festivities and the upcoming Hong Kong Football Festival.
Visitors can enjoy exclusive benefits including limited-edition commemorative postcards at Disneyland and specially arranged early park entry passes, while Ocean Park offers combined tickets for its main attractions and water park.
Recognizing the growing influence of digital content creators, the HKTB will welcome over 100 international influencers from 13 key markets between July and August. These carefully curated familiarization trips are projected to generate content reaching more than 100 million followers worldwide.
The tourism body is tailoring its approach to different source markets, with initiatives ranging from producing micro-variety shows for mainland Chinese audiences to launching Japan's "Kawaii Hong Kong" campaign targeting young female travelers through adorable-themed dining guides and media familiarization tours.
Two of Hong Kong's signature events will return with refreshed formats this year. The Hong Kong Wine & Dine Festival will condense into an intensive four-day celebration in late October, featuring premium tasting experiences and exclusive wine selections.
Meanwhile, the Hong Kong Cyclothon is scheduled for November 30, with plans underway to reintroduce UCI-sanctioned urban road races in 2025.
As island tourism gains popularity, the HKTB is introducing weekly "R2G Sai Kung Volcanic Rock Sea Tours" running every Tuesday and weekend from June through August. The board has also enhanced its digital presence with a dedicated "Island Hopping" section on its official travel platform.
