In the short period since Hong Kong fully reopened for travel and tourism in February this year, the number of arrivals to Hong Kong from Southeast Asia has been strong.
From January to July 2023, 971,000 tourists visited the region, representing 6 percent of the total number of visitors to Hong Kong (16.4 million). The strongest markets are the Philippines (36%), Thailand (23%), Singapore (18%), Indonesia (12%) and Malaysia (11%).
HKTB has a series of events planned for the coming months, including the Wine and Dine Festival 2023 in October, and the Christmas Light Up and New Year Countdown Party in December.Winterfest 2022 Photos
As a result, the region is now Hong Kong’s second largest supply market after China.
During the same seven-month period, 13 million people arrived from China.
Martin Gwee, Hong Kong Tourism Board (HKTB) director for Southeast Asia, told TTG Asia: “January and February were slow for us as borders had not fully reopened at the time, but once we “Once the last barrier is lifted,” he said. , Southeast Asian travelers have returned very early since March. ”
He said the Philippines “has proven to be a strong market” with 70,637 arrivals in July, exceeding the number of arrivals in July 2019. The Philippines’ trading partners said many Filipinos have made Hong Kong their first overseas holiday destination after the lockdown.
For Indonesians and Filipinos, the biggest attraction in Hong Kong was not just shopping, but new tourist attractions and experiences. Local food and pop culture were popular in Singapore and Malaysia markets. For Thais, Hong Kong’s temples and riches tours were a priority.
Gwee said Vietnam is currently a developing marketing destination for HKTB, so travelers “everything Hong Kong has to offer is new and every experience is new to them.”
Gwee believes HKTB’s Hello Hong Kong campaign will help reignite Southeast Asians’ interest in Hong Kong.
The campaign, launched to coincide with Hong Kong’s full reopening, is fronted by three legendary pop icons: Aaron Kwok, Sammy Cheng and Kelly Cheng. One of the commercials showed Kwok dancing and roaming around different parts of Hong Kong, Cheng excitedly spinning around at an eatery serving a number of popular local dishes, and Cheng jogging down a path. In another commercial, Kwok told viewers that Hong Kong has much more to offer in terms of food and shopping.
When asked if these pop icons resonate with non-Chinese Asian markets, Gwee said Hong Kong’s pop culture has a strong influence across the region.
He said: “This campaign has been well received in other Southeast Asian markets as well. The three pop artists, especially Aaron, are well-known faces to both older and younger generations in Thailand, Indonesia, the Philippines and Vietnam. In fact. , the 10-year-old TVB (Hong Kong-based broadcasting company) drama is still popular with Vietnamese viewers. During a recent trade visit to Indonesia, many agents met Andy Lau and Tony Leung ( We asked about other popular Hong Kong entertainment talents.
“This campaign highlights the cultural closeness between Hong Kong and Southeast Asia, helping us return to the hearts of travelers from the region.”
The star-studded Hello Hong Kong campaign will soon be updated with new content, Gwee has revealed. Stories highlight aspects of Hong Kong that appeal to younger audiences, focusing on food, entertainment, the great outdoors and culture. Hong Kong’s nightlife will also be promoted. The updated campaign visual is scheduled to be released at the end of September.
In October this year, HKTB will host a reunion for 30 Hong Kong superfans from Southeast Asia, which is expected to further spotlight Hong Kong’s youthful and vibrant face, as they attend the destination’s Wine & Dine Festival and I’m planning to attend a Halloween party. These participants are popular content creators and celebrities who are strong supporters of Hong Kong as a tourist destination.
