The Hong Kong Tourism Board will earmark approximately HK$100 million to attract visitors from around the world as the city gears to reopen international borders.

The global promotion scheme will initially target short-haul visitors from Southeast Asia. China is excluded as quarantine-free travel with the mainland has yet to resume.

The board's executive director Dane Cheng Ting-yat said yesterday limited aviation capacity and strong Hong Kong dollars has added to costs, so he does not expect an immediate "v-shaped rebound" in tourist numbers even if authorities move to 0+0 arrangement for arrivals.

"Revenge tours will not be seen either," Cheng said, but added he is confident tourists will return to the city in the future.

The board hopes to lure tourists by launching a global promotion drive via social media and public engagement platforms to show the SAR's vibrancy, while inviting 500 travel influencers and Hong Kong "super fans" to the city.

The board will launch five theme activities for visitors, including arts and culture tours, new taste tours, new attractions tours and urban oasis tours.

Lastly, the board hopes to hold large-scale events such as Hong Kong WinterFest, RISE 2024 and New Year Countdown Celebrations.

It has successfully secured a number of MICE events - meetings, incentives, conferences and exhibitions. In addition, it plans to introduce different promotions through collaborations with airlines, travel agencies and hotels.

On reports about a "big giveaway" of 500,000 airline tickets to global visitors, the board said the tickets were purchased by the Airport Authority from airlines in 2020 as a relief measure for the aviation industry.

After the SAR launched 0+3 last week, the board's visitor center at Star Ferry Pier in Tsim Sha Tsui has been receiving inquiries from tourists, including a man surnamed Shan from Guangzhou and a woman surnamed Teh from Malaysia.

The couple had been separated since the outbreak of the pandemic, and they eventually decided to meet in Hong Kong this week. The relaxation of border policies has allowed them three extra days to travel in the city.

Through the tourism board's "Hong Kong Travel Buddy" online consultation service, the couple tried the city's signature pineapple bun and hiked in Sai Kung.

Tourism Board staff attend to tourists who are reunited in Hong Kong after virus curbs were eased.

$100m tourism push as borders reopen