Reema Lokesh – Mumbai
Hong Kong Tourism Board (HKTB) is all set to strengthen its position in the India market with a refreshingly new approach. With a rather obvious shift to the digital mode, it aims to touch the intangible and appeal to the senses rather than just highlight its tangible tourism offerings. In an exclusive with Express TravelWorld, Peter Hoslin, regional director, Europe and new markets, HKTB, stated that Hong Kong is all set to meet the expectations of Indian travellers, both leisure and business, in a new way. “Our aim is to inspire our visitors by offering them what Hong Kong showcases and what they can feel and do. India is achieving its potential but there is still a lot to explore and execute in the market,” he said.
Going all out to tap the consumer through the digital medium, is part of this renewed strategy. The board has revamped its website and the Facebook section which receives robust response from Indian consumers. They also have a dedicated page for their Indian clientele. The board is also working to bring in through its campaigns, key opinion leaders and celebrities to endorse Hong Kong. Research clearly states that Indians are well travelled and hence an insider’s guide and Hong Kong guide is something worth offering Indians. Visa regulations have been completely eased out encouraging more travel into Hong Kong. As Hong Kong is WiFi enabled, the digital content will soon be converted into an app.
The board is working with an integrated strategy to involve the travel trade. It has constantly worked with the trade to enhance partnerships, provide product updates and conduct education workshops. Business matching is what matters and the board is focused to bring in both the leisure and MICE business under Hoslin’s vision. Hong Kong will also be highlighted through an Indian family soap opera and Life Mein Ek Bar on Fox Life at the end of 2015. The board has increased its budget for India and is ready to offer Hong Kong to the India market aggressively through new media.