《香港旅游發展局：2021-2022年香港旅游年度報告（英文版）（75頁）.pdf》由會員分享，可在線閱讀，更多相關《香港旅游發展局：2021-2022年香港旅游年度報告（英文版）（75頁）.pdf（75頁珍藏版）》請在三個皮匠報告上搜索。

1、Chairmans Message&EDs Statement4Chairmans MessageExecutive Directors Statement 4 6Board Members8Our Support To Economy10Our Initiatives14Holiday at HomeHong Kong Neighbourhood West KowloonMega EventsGlobal VisibilityTrade PartnershipSustainable Tourism Development 18 23 36 60 76 82About Us88Awards&A

2、chievementsWorldwide Offi ces&RepresentativesCorporate InformationIndependent Auditors Report 90 94 96 102CONTENTSThe persistent COVID-19 pandemic has brought immense challenges to the tourism industry.Throughout these difficult times,the Hong Kong Tourism Board(HKTB),as a tourism promotion organisa

3、tion,has adjusted its strategy and programme with flexibility and agility.Now,as global tourism gradually recovers,Hong Kong is preparing to reopen its doors to the world.The biggest challenge to the industry is to respond to a changed global tourism landscape,and the need to stand out from regional

4、 competitors.I strongly believe that Hong Kong will continue to compete favourably if we capitalise on our well-established strengths and seize the limitless opportunities presented to us by new national policies.Understanding our New Role and Seizing OpportunitiesFirst,we must fully understand Hong

5、 Kongs position in global tourism.The Central Governments National 14th Five-Year Plan and Development Plan for the Tourism Sector during the 14th Five-Year Plan Period categorically states its support for Hong Kong developing into an East-meets-West Centre for international cultural exchange and an

6、 international aviation hub.In addition,the Outline Development Plan for the Guangdong-Hong Kong-Macao Greater Bay Area and the Culture and Tourism Development Plan for Guangdong-Hong Kong-Macao Greater Bay Area support Hong Kong in developing into an international tourism hub and becoming a core de

7、monstration zone for multi-destination tourism,while setting a direction to enhance tourism experiences through arts and culture and promoting cultural development with tourism resources.These policies are enlightening and inspiring.Not only do they define Hong Kongs position and role in the Nationa

8、l context,but they also lay out a roadmap for the future of our citys tourism industry,driving the integration of culture,sports,and tourism.Hong Kong will draw on its rich experiences in culture and arts,as well as sports mega events to tell the Hong Kong good stories through tourism,and leverage H

9、ong Kongs position as an international tourism hub and becoming a core demonstration zone for multi-destination tourism,to step up partnerships within the Greater Bay Area(GBA)and jointly build a powerful GBA tourism brand for promoting to international audiences.Integrating Culture,Sports,and Touri

10、sm East-meets-West arts and culture,and international mega events,are core strengths of the Hong Kong tourism industry,along with our diverse and exciting culinary and shopping experiences.With newly-commissioned world-class arts and cultural venues such as Xiqu Centre,M+and Hong Kong Palace Museum

11、in the West Kowloon Cultural District,and the soon to open East Kowloon Cultural Centre,along with internationally-acclaimed art events such as Art Basel and Art Central,Hong Kong has both the infrastructure and the intangible assets to become a global hub for arts and culture.The integration of cul

12、ture,sports,and tourism is set to become a major trend in worldwide tourism,in response to the growing demand for cultural tourism and immersive experiences.The HKTB has been a pioneer in presenting Hong Kongs world-class events,facilities,and authentic local culture to a worldwide audience through

13、our continuous promotion of arts celebrations,the launch of the Hong Kong Neighbourhoods campaign,and the promotion of large-scale sports events in town.Leveraging this momentum,The HKTB will continue to enrich Hong Kongs tourism assets and experiences,and enhance the citys soft power in arts and cu

14、lture.At the same time,the HKTB will tell the Hong Kong good stories to travellers from around the world and positively promote understanding and the appeal of Hong Kong through tourism.Chairmans MessageEstablishing a GBA Tourism Brand TogetherAlthough the pandemic held back tourism,Hong Kong has co

15、ntinued with the development of new and revamped tourism products and experiences including the brand new Water World Ocean Park Hong Kong,the Castle of Magical Dreams at Hong Kong Disneyland,and a sixth-generation Peak Tram.These attractions,in addition to the commencement of operation of the third

16、 runway and construction of SKYCITY at Hong Kong International Airport,will not only enrich Hong Kongs tourism offerings,but also enhance the overall tourism competitiveness of the GBA.Hong Kong has the unique advantage of“leveraging the support from the motherland while connecting with the world”,a

17、nd is ideally positioned to act as a gateway between the Mainland and cities worldwide.The HKTB will make use of our privileged position,in combination with our expertise and products,to partner with GBA cities and establish a GBA tourism brand for regional and international markets,promoting multi-

18、destination tourism and creating new itineraries and tourism products.I am confident that the tourism industry of Hong Kong can play a role in raising the overall competitiveness of tourism in the GBA.Navigating a Path to Recovery TogetherAs I am writing this message,Hong Kong is setting out on the

19、journey to fully resume international travel.The HKTB will continue to work closely with all stakeholders,including the Government,the travel industry and related trades,and draw on its solid tourism foundation and the combined benefits of our hardware,intangible assets and policies,to positively te

20、ll the Hong Kong good stories to the world,and cement our status as one of the worlds leading tourism destinations.Dr Pang Yiu-kai,GBS,JP Chairman,Hong Kong Tourism BoardCHAIRMANS MESSAGE&EDS STATEMENTTosca di Angelo,The Ritz-Carlton,Hong Kong Chairmans Message&EDs StatementHong Kong Tourism Board A

21、nnual Report 2021/224The theme of this years annual report is Navigating the Future Together.The title reflects how,despite the continued impact of COVID-19 on the global tourism industry,the Hong Kong Tourism Board(HTKB)rose to the challenges in 2021/22,launching a raft of innovative initiatives to

22、gether with the travel trade to generate a positive ambience while creating new business opportunities for tourism and related sectors.The HKTB has also successfully revived some of its iconic mega events in imaginative ways to showcase Hong Kongs vibrancy and dynamics to the world.With travel still

23、 restricted by the pandemic,the HKTB adjusted its focus to first generate a positive ambience and encourage residents to be tourists in our own city,discovering unexpected delights and gaining a richer understanding of Hong Kong.The HKTB extended the popular Holiday at Home promotions and launched S

24、pend-to-Redeem“Free Tours”and“Staycation Delights”promotions with increased quotas,together with a“Free Tours Lucky Draw”,which encouraged and rewarded citizens for getting vaccinated.These promotions proved popular with members of the public and the travel trade alike and quotas were filled within

25、days or even hours of the tours/events being launched.In light of the promotions,the travel trade also created new routes and experiences as they warm up to the return of Mainland and overseas visitors.Meanwhile,capitalising on the development of a cluster of new world-class arts venues in the West

26、Kowloon Cultural District,the HKTB launched a“Hong Kong Neighbourhood West Kowloon”promotion,inviting the public to explore the areas cultural highlights.The promotion also guided the public through unexplored streets and lanes to discover fascinating attractions and authentic local experiences,enco

27、uraging local to share by word of mouth to their friends and friends outside Hong Kong.Executive Directors StatementThe HKTB also gradually resumed a number of signature events in physical format,premising on safeguarding public health and safety,including the“Hong Kong Wine&Dine Festival”,“Hong Kon

28、g WinterFest”,and the“New Year Countdown Celebrations”.The revived events adopted novel approaches and elements to capture the worlds attention and maintain Hong Kongs exposure in visitor source markets.The New Year Countdown Celebrations,for Instance,were held for the first time with an outdoor cou

29、ntdown concert at the Arts Park in the West Kowloon Cultural District,along with an enhanced version of A Symphony of Lights and a countdown clock on the giant M+faade next to Victoria Harbour.The event attracted more than 100 media outlets from Hong Kong,the Mainland,and overseas,including CCTV,CNN

30、,and BBC,reaching a worldwide audience of 2.4 billion people.The series of mega events and promotions not only attracted the attention of the worldwide audiences but also won the HKTB recognition from global and local markets.For instance,Holiday at Home won four major awards,including a Bronze Awar

31、d in the HKMA/Viu TV Awards for Marketing Excellence and Excellence in Agility and Crisis Management.Similarly,“Hong Kong Neighbourhood West Kowloon”also won 14 awards,including the Grand Award in Marketing in the Pacific Asia Travel Association(PATA)Gold Awards 2022.Mega events aside,the HKTB made

32、use of diverse promotional channels to keep Hong Kong on the minds of international travellers.It signed a three-year Memorandum of Understanding with Asias leading entertainment company CJ ENM to arrange for Korean dramas and variety shows to be filmed in Hong Kong when travel resumes,attracting Ko

33、rean showbiz fans to the city.The HKTB also extended the“360 Hong Kong Moments”promotional series and developed a series of 360-degree and ASMR(autonomous sensory meridian response)videos featuring Hong Kongs great outdoors to immerse viewers in the territorys stunning scenery.In addition,the HKTB p

34、artnered with a selection of internationally-renowned media organisations to produce and broadcast travel documentaries and reality shows about Hong Kong.These initiatives shared one goal to maintain Hong Kongs profile with global visitors as a vibrant and action-packed destination.Meanwhile,the HKT

35、B maintained close ties with the global travel trade,organising and participating in online and offline trade shows and conferences in Hong Kong,the Mainland and overseas to provide support and partnership opportunities to the trade.The HKTB continued its work in the fight against the pandemic.In 20

36、21/22,the HKTB extended the fee waivers to eligible trade partners to participate in the“Anti-Epidemic Hygiene Measures Certification Scheme”.Around 3,000 outlets and venues have been certified so far.For the cruise sector,we also stepped up publicity on cruise safety and hygiene standards to rebuil

37、d the confidence of visitors and members of the public.Looking ahead,as the pandemic brought along a new normal,the HKTB is constantly reviewing the latest market updates and Hong Kongs tourism brand and positioning,with a series of research conducted.We will timely launch the new tourism brand to t

38、ell the Hong Kong good stories and drive the full revival of the tourism industry according to the actual pace of cross-boundary/border travel.As we prepare for the new global tourism landscape,the HKTB will uphold Hong Kongs international profile through a broad array of promotional programmes.I wo

39、uld like to thank the Government,the tourism and related sectors,our trade partners,sponsors,and members of the public for their trust and support in our work,as well as our board members for their guidance and advice.I would also like to thank my colleagues in the Hong Kong Head Office and our elit

40、e teams at the 22 worldwide and representative offices for their hard work and dedication in achieving success for our events and promotions despite the challenges under the epidemic.The door to Hong Kongs international connectivity is gradually opening up.The HKTBs work plan to revive the tourism i

41、ndustry is ready to launch,and we will continue to closely monitor the response of source markets to inbound control measures and the pace of flight resumption in order to roll out our initiatives for reviving the industry in a timely manner.I am convinced that Hong Kong tourism is rich in opportuni

42、ty,and we have every reason to be optimistic and full of expectation as we move forward together into a bright new future for our tourism industry.Dane Cheng Executive Director,Hong Kong Tourism BoardWest Kowloon Cultural DistrictChairmans Message&EDs StatementHong Kong Tourism Board Annual Report 2

43、021/227BOARD MEMBERSAs at October 2022Dr Pang Yiu-kai,GBS,JPChairman&Chairman ofQTS CommitteeDeputy Managing DirectorJardine Matheson LimitedVivian Sum,JP Deputy ChairmanCommissioner for Tourism Culture,Sports and Tourism BureauThe Government of the Hong Kong SAR Abraham Chan,SCBarrister Senior Coun

44、selTemple ChambersSonia ChengChief Executive Offi cerRosewood Hotel Group Vanessa CheungGroup Managing DirectorNan Fung Development LtdMargaret FongExecutive Director Hong Kong Trade Development CouncilFong Lik-sunDirectorHong Kong SwimmingAcademy Ltd.Dr Allen FungExecutive Director Sun Hung Kai Pro

45、perties LimitedMary Huen,JPExecutive Director and Chief Executive Offi cer,Hong KongCluster CEO,Hong Kong,Taiwan&MacauStandard Chartered Bank(Hong Kong)Limited Rebecca KwanSenior Vice President of Sales HK&UKHead of Operations EuropeGeneral Manager Lan Kwai Fong Hotel Kau U Fong Dorsett Hospitality

46、InternationalNotes:(i)Appointment eff ective from 1 August 2021.(ii)The following members also served the Board during the year ended 31 March 2022:Ms Carrie Yu retired on 31 July 2021;Mr Clarence Leung resigned on 25 July 2022.Alice KwokChairman of Staff andFinance CommitteeChief EditorHong Kong Ec

47、onomic Journal Co.Ltd.Lavinia LauDirector Customer TravelCathay Pacifi c Airways LimitedJason ShumChairman of AuditCommitteeExecutive DirectorNan Hwa(Express)Travel Service LimitedJoyce TamManaging DirectorGoldman Sachs(Asia)L.L.C.Ricky SzetoChief Executive Offi cer and Executive DirectorHung Fook T

48、ong GroupHoldings LimitedJames WongChief Executive Offi cerKwoon Chung BusHoldings LimitedJason Wong,JPChairman of Marketing and Business Development CommitteeGeneral ManagerSin Ma Tours LimitedDennis ChowDeputy ChairmanDeloitte Global ChairmanDeloitte Asia Pacifi c(note i)Clarence Leung(note ii)Car

49、rie Yu(note ii)Simon Wong,BBS,JPChairman and CEOLH GroupBoard MembersHong Kong Tourism Board Annual Report 2021/22Board MembersHong Kong Tourism Board Annual Report 2021/2289OUR SUPPORT TO ECONOMYTourism Performances of 2021HKTB InitiativesSpend-to-Redeem Programmes&Free Tours Lucky DrawOUR SUPPORT

50、TO ECONOMYNotes:1.Projections made in January 20212.Because of the unusual circumstances in 2020 and 2021,Total Destination Consumption Expenditure and Tourism Expenditure Associated to Inbound Tourism(TEAIT)were estimated based on very limited data and information available.Readers are strongly adv

51、ised to interpret the numbers with caution.The HKTB has communicated and agreed with the Tourism Commission and Census and Statistics Department on the assumptions for the estimates3.Based on the Departing Visitor LITE Survey(DVS-LITE)results and estimations agreed with Census and Statistics Departm

52、ent4.Based on Departing Visitor LITE survey from end-Sep to end-Dec 2021Direct SubsidiesHK$40mHOTELS40,000room nightsHK$47.6mhotel revenuesTOUR AGENTS40,000quota1,270local toursDININGCitywideRETAILCitywideAverage Spendingper redemption60%-80%morethan required$1,300-$1,440$Our Support To EconomyHong

53、Kong Tourism Board Annual Report 2021/22Our Support To EconomyHong Kong Tourism Board Annual Report 2021/221213OUR INITIATIVESNAVIGATING THE FUTURE TOGETHEROUR INITIATIVESThe COVID-19 pandemic has brought unprecedented challenges to the tourism industry.In 2021/22,the Hong Kong Tourism Board(HKTB)re

54、mained agile,fl exible and continued to adjust its strategy and work directions to maintain Hong Kongs tourism competitiveness and exposure.While the HKTB continued its eff orts in cheerleading for a positive local ambience through“Holiday at Home”,a brand-new promotion on“West Kowloon”was launched

55、in the year under HKTBs“Hong Kong Neighbourhoods”platform to further showcase Hong Kongs diverse travel experiences and connect the community with tourism.On the other hand,the HKTB brought back some of its signature mega events to continuously create a city-wide positive vibe while showcasing Hong

56、Kongs diverse appeal and experiences to the world,which is strengthened by a series of market-targeting and consumer campaigns to sustain the citys exposure in the Mainland and overseas markets,so as to sustain visitors interest in visiting Hong Kong as soon as cross-boundary/border travel resumes.I

57、n addition,the HKTB worked closely together with the tourism industry to navigate the challenges with resilience,innovation and solidarity.Holiday at HomeHong Kong Neighbourhood West KowloonMega Events Global VisibilityTrade PartnershipSustainable Tourism DevelopmentOur InitiativesHong Kong Tourism

58、Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/221617Extending the spirit of“Holiday at Home”fi rst rolled out in 2020,the HKTB continued to boost local ambience through a series of local tourism initiatives,with a view to unceasingly encouraging the local publi

59、c to keep exploring the city and rediscovering the charm of Hong Kong from a new perspective,while sending out a positive message to global consumers that Hong Kong remains a vibrant and attractive international travel destination.Meanwhile,the active spirit of social and economic activities also se

60、rved to support local businesses amidst the pandemic,especially with the multiplying eff ect of the Spend-to-Redeem promotions,while providing tourism-related sectors an opportunity to warm up to welcome back visitors when travel resumes.Holiday at HomeFROM“WHAT WE SEE”TO“HOW WESEE”To motivate the l

61、ocal public to explore Hong Kong and be its own tourist,especially the new attractions and hidden gems,the HKTB introduced six new themes to explore the city with new perspectives through social media activations,namely“urban garden”,“light&shadow”,“geometry”,“street exploration”,“colour mix&match”a

62、nd“exotic holiday”.The HKTB mobilised a group of celebritiesand infl uencers to share their experiences in unexplored locations with a view to encouraging the public to appreciate the hidden gems around us.More than 200 infl uencers created social posts for the campaigns with over 2 million views an

63、d 500,000 engagements.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/221819EXPANDING THE SPEND-TO-REDEEM PROGRAMMEIn light of the excellent public reception of the fi rst round of Spend-to-Redeem“Free Tours”programme launched in

64、2020,the HKTB extended the Spend-to-Redeem programme with new rounds of the activity,with additional elements to enrich the Free Tours experiences.The programme was also expanded to the hotel sector with discounts on staycation off ers for the public to incentivise the local to enjoy the hospitality

65、 services and experiences in Hong Kong.In addition,the HKTB also launched a“Free Tours Lucky Draw”to encourage the public to get vaccinated against COVID-19 during the pandemic.FREE LOCAL TOURS WITH NEW ELEMENTSThe HKTB launched the second round of“Free Tours”in May 2021 to meet the popular demand f

66、rom the public.The new round of“Free Tours”off ered a doubled quota of 20,000 and new tourism elements of novel themes,such as stargazing workshops,ethnic cultural dance class,recycled paper DIY and fi shing village excursions,to allow the public to explore and appreciate Hong Kong from new perspect

67、ives.The second round of Free Tours off ered around 190 itineraries,and each itinerary took participants to at least two points of interest,such as photo hotspots and attractions with unique Hong Kong characteristics.The second round of“Free Tours”was extremely well received,with the fi rst batch of

68、 itineraries full booked within four days of enrolment,while all quotas of the second batch were fi lled on the day of registration.OFFERING INCENTIVES TO VACCINATIONIn support of the Governments COVID-19 vaccination programme to create a safe environment,the HKTB also introduced a“Free Tours Lucky

69、Draw”in August 2021 to reward the vaccinated with quota to join the tours.A total of 20,000 tour places were given out in the Lucky Draw.STAYCATION DELIGHTSSimilar to Free Tours,consumers could enjoy a discount of HK$500 for any accommodation staycation off ers available in participating non-quarant

70、ine hotels upon spending HK$800 at physical retail and dining outlets in town.Two rounds of“Staycation Delights”were launched in March to May 2021 and August to October 2021 respectively and contributed to a total of about 40,000 hotel room nights.The“Staycation Delights”programme was found to have

71、eff ectively raised the publics awareness towards hotel off erings among the local public as hotel room occupancy gradually rose since the launch of the campaign.In addition,the two rounds of programme brought a direct subsidy of HK$20 million to about 150 participating hotels.It also contributed HK

72、$54.5 million local consumptions and generated a total revenue of HK$48 million in participating hotels.Altogether,the HKTB provided the trade partners with direct subsidies of HK$40 million through the Spend-to-Redeem programmes and Free Tours Lucky Draw.Our InitiativesHong Kong Tourism Board Annua

73、l Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/222021SUPPORTING CRUISE-TO-NOWHERE ITINERARIESCruise tourism is one of the key sectors of our tourism industry.The resumption of cruise-to-nowhere itineraries in July 2021 allowed the public to enjoy cruise travel before the r

74、esumption of cross-boundary/border travel.The HKTB worked closely with cruise trade partners to promote among consumers the dedicated hygiene and safety protocols as well as anti-epidemic measures newly promulgated,and to disseminate relevant messages through various marketing channels,thereby resto

75、ring public confidence over cruise travel.A total of 88 sailing were completed within the year,serving over 130,000 passengers.Besides,the HKTB strengthened its promotion among the younger consumer segment,so as to stimulate demand on cruise tourism from the local market.The HKTB joined hands with J

76、oyce Cheng,a local artist who is greatly popular among youngsters,to promote culinary offerings,outdoor experiences and wellness relaxations on board from a new and energetic perspective.The HKTB also collaborated with leading local travel and lifestyle media to feature cruise-to-nowhere itineraries

77、 by showcasing a wide spectrum of experiences and enjoyment on board.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/222223CREATE MODERN TRADITIONSThe HKTB put together a series of new,in-depth experiential tourism products from a

78、rts and cultural perspectives to“Create Modern Traditions”.With the rich history and diverse heritage preserved by the community in West Kowloon,the HKTB bridged local elements of the bustling communities of Yau Ma Tei and Jordan and the artistic lure of WKCD in the promotion through the works of lo

79、cal art talents in a series of thematic visuals and a storytelling brand fi lm.West Kowloon is where old meets new.Leveraging the world-class,state-of-the-art cultural infrastructure commissioned in the West Kowloon Cultural District(WKCD),the HKTB launched a brand-new promotion“West Kowloon”under t

80、he“Hong Kong Neighbourhoods”campaign in September 2021,reinventing the neighbourhood of WKCD,Jordan and Yau Ma Tei into an up-and-coming cultural destination with world-class art off erings,vibrant street life and traditional heritage.Although travellers were yet to return in person,“West Kowloon Ne

81、ighbourhood”aimed not only to showcase Hong Kongs new art and cultural experiences globally to motivate visitors to come to Hong Kong when travel resumes,but also to entice the local community in the area to savour the experience fi rst and rekindle their enthusiasm for the art-life aura in the area

82、,which would in turn encourage them to share their experience with friends and families outside Hong Kong and prepare them for being a good host when visitors return,while helping businesses in the community to plan ahead.The story of the reinvented West Kowloon and the HKTBs eff orts in connecting

83、the neighbourhood with tourism and local community has won the campaign international awards,including the Grand Award in Marketing of the Pacifi c Asia Travel Awards(PATA)Grand Awards 2022 and a Silver Award in the“Special Events:Community Involvement”in the Galaxy Awards 2022,as well as leading lo

84、cal industry award such as Excellence Social Goods in Campaign Awards of 2022 HKMA Awards for Marketing Excellence.Hong Kong Neighbourhood West KowloonOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/222425EXPLORING WITH LOCAL INSI

85、DERSTo further deepen the cultural experiences,the HKTB curated five thematic itineraries focusing on historic architecture,traditional craftsmanship,world-class cultural offerings,urban arts in the neighbourhood and local flavours,featuring not only attractive locations but also local personalities

86、 who preserved the traditional heritage and craftmanship in the neighbourhood.More than 50 artsy and cultural locations and shops were covered in the five routes and were made available to the public in an interactive,on-demand online e-guidebook which could be retrieved anytime,everywhere.Our Initi

87、ativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/222627Alongside the rejuvenated local experiences,the“West Kowloon”promotion also collaborated with international pop art duo FriendsWithYou Samuel Borkson(Florida,USA)and Arturo Sandoval III

88、(Cuba)to bring into the neighbourhood an impactful art exchange with cheerful characters.To inject loving and energetic vibes to the West Kowloon community,the artists created 12 mega-sized inflatable art installations for an outdoor exhibition at the Art Park of WKCD between 23 September and 6 Octo

89、ber 2021 to create a fun-filled space next to the scenic Victoria Harbour that the public can enjoy.In addition,the HKTB also partnered with the Hong Kong Space Museum,an iconic attraction at Tsim Sha Tsui,to decorate the landmark with the signature FriendsWithYou smile on its well-recognised bun-sh

90、aped dome,which is visible to the public from afar,spreading positivity to the neighbourhood.In addition to the local audience,the HKTB also created a series of online flash mob videos and AR interactive experiences with the happy characters to allow global audiences to embark on a virtual journey a

91、cross Hong Kong and its world-beating attractions.The videos also highlighted the incredible diversity of artistic elements in West Kowloon and encouraging worldwide viewers to explore Hong Kong from an artistic and cultural perspective.INTERNATIONAL ART COLLABORATION FRIENDSWITHYOUFriendsWithYou Ou

92、r InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/222829WEST KOWLOON BEYOND HONG KONGSince the launch of the programme,“West Kowloon”has amassed attention not only from the local public,but also from outside Hong Kong.More than 2,500

93、media reports were generated around the world.NEW TASTE OF HONG KONG FROM THE NEIGHBOURHOODSOn top of the local campaign,the HKTB also gave the world a taste of the reinvented“West Kowloon”through global publicity campaign.A Taiwan-based French actor Fabio Grangeon visited some of the Hong Kong Supe

94、r Fans in town to check out the new experiences of Hong Kong as he explored the city for a potential home in Asia.The cast travelled from West Kowloon to Sai Kung and Central in TLCs two-part travel programme New Taste of Hong Kong,talking to owners of traditional soybean product shop Liu Ma Kee,Mic

95、helin-starred VEA Chef Vicky Cheng,Antonio Lai,mixologist of Worlds Top 50 Bar Quinary,as well as other local and expat artists in Hong Kong,to get a unique and exclusive look at the creative and culinary scene of the neighbourhood and Hong Kong.TLCTLCTLCTLCTLCTLCOur InitiativesHong Kong Tourism Boa

96、rd Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/223031VIRAL ON SOCIALTo present the reinvented excitement for Mainland visitors with a view to encouraging them to rediscover the neighbourhood when travel resumes,the HKTB ran a series of social media campaign on Main

97、land platforms.The social media posts and videos reached an audience of 48.1 million in various Mainland markets.BRIDGING THE EXPERIENCE WITH DIYIn North Asia,the HKTB connected with trade partners,major media organisations and Hong Kong Super Fans through exclusive virtual tours to inform them abou

98、t Hong Kongs state-of-the-art world class arts and cultural infrastructure in South Korea.To deepen their experience with Hong Kongs signature neon signs,the HKTB shared a DIY kit to infl uencers for them to make and own their own West Kowloon Neon Sign.The experience was well loved by the infl uenc

99、ers and their sharing reached a total of 6.1 million among South Korean readers and their network.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/223233CAPTIVATING THE PUBLIC WITH QUIZZESThe HKTB also strived to amplify the West K

100、owloon experience in long-haul markets.In the UK,Hong Kong Super Fans Derry Ainsworth,a Hong Kong-based British photographer,created a series of photos published on a creative Instagram channel CP Collectives,which has a wide audience base in the UK.Along the photos published,a competition was launc

101、hed,in which entrants could discover their most preferred West Kowloon itinerary through a simple quiz and get the chance to win a prize.A total of 9,000 entries were recorded.DEEPENING THE BOND WITH LOCAL COMMUNITY&STAKEHOLDERSWith a view to strengthening the connection between the revamped West Ko

102、wloon experience and the local community,the HKTB engaged a wide spectrum of stakeholders and younger members of the community through a series of experience walking tours and educational activities.Media representatives,tourism industry members,political parties and offi cial authorities,academics,

103、expats and various local communities such as university students,teachers associations and school principals,and the West Kowloon Communities were invited to the tours.The walking tours visited humble local businesses where these traditional cultures were preserved with direct sharing from the shop

104、owners,facilitating exchanges between the keepers of the heritage and the community at large.More than 1,000 stakeholders participated in theexperience walks in person during the campaign period.TOURING WITH JUANThe HKTB collaborated Filipino actor Richard Juan,one of HKTBs Hong Kong Super Fans who

105、has not been in Hong Kong for years.Juan visited West Kowloon with a virtual tour guide to see,hear and feel like he was in West Kowloon in person.Juan published a vlog on the West Kowloon tour on his social media platform,which went viral and reached 2.84 million readers.The video successfully drew

106、 media attention,with other media reports raising the awareness of West Kowloon in the Philippines.ONLINE-OFFLINE EXPOSUREThe HKTB also launched a wave of release in the market,including media partnerships and collaboration with local infl uencers to demonstrate the new attractions and modern-mixes-

107、tradition,and gourmet highlights in the neighbourhood.In addition to traditional media,the HKTB also live-streamed the stories on LINE,one of Taiwans most used instant messaging app,which attracted an overwhelming viewership of 250,000 visits from consumers at large.LaVieDerry Ainsworth/CP Collectiv

108、esOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/223435As Hong Kong strived to remain competitive as an international travel destination,the HKTB leveraged the citys core strength and our signature mega events to highlight our di

109、verse experiences,positive local ambience and the exciting happenings to keep Hong Kong on the global radar.Mega EventsOur InitiativesHong Kong Tourism Board Annual Report 2021/2237Arts in Hong KongWhile navigating the future of the industry in thenew tourism landscape,arts and culture has risen to

110、prominence in consumers newfound travel demand.The HKTB captivated the uniqueness of Hong Kongs art and culture in promoting Hong Kongs tourism appeal.Rebranded in May 2021 as an always-on platform for the public to access hybrid,in-venue and online arts events through one integrated content hub,“Ar

111、ts in Hong Kong”catalogued the profuse listing of arts happenings in-town,ranging from international art fairs to local off ers.Art lovers could explore the three thematic programmes,“Art itineraries”,“Art of Flavours”and“Online Showcases”on the platform,at the ease of the digital journey,which allo

112、wed both the local public and global audiences to appreciate Hong Kongs art and cultural off erings.ENJOYING CITY-WIDE ART HAPPENINGS ONLINE&OFFLINE“Arts in Hong Kong”promoted about 60 art and cultural happenings in the city,including the internationally acclaimed Art Basel,Aff ordable Art Fair,Fren

113、ch May and Art Central.The diversity of events and richness of artworks reinforced Hong Kong as Asias art hub by highlighting the citys East-meets-West capacity for all kinds of arts.A collection of arts related to Hong Kong and local artists works encouraged viewers to rediscover Hong Kong in new,a

114、rtistic perspectives.In particular,“Online Showcases”were set up to allow local and global audiences to navigate hybrid and virtual art happenings online.The artistic experiences of“Arts in Hong Kong”drew worldwide attention,having generated more than750 media clippings worldwide.Art Basel Hong Kong

115、Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/223839THEMATIC WALKS WITH ATTRACTIVE OFFERSTo enable the public to explore art across the city during the pandemic,the HKTB curated a series of thematic itineraries of walking tours

116、under six themes across 12 districts with an engaging digital art map,covering over 50 points of interests.The HKTB also partnered with online restaurant portal Dining City to feature more than 300 F&B deals from more than 200 local restaurants,in addition to other offers from arty outlets,to allow

117、the public to get a taste of“Art of Flavours”.INTERACTING WITH ARTS&CULTURETwo award-winning local art icons,singer-songwriter Ivana Wong and cross-media creator Kearen Pang,embarked on the artistic tours and recorded their journey in two interactive micro-films“Interactive Art Walk Explore with Hon

118、g Kong artists”that took viewers from Hong Kong and around the world on an immersive art tour around Hong Kong.Viewers could choose which artsy locations to visit in the micro-films,including some newest checkpoints such as The Mills and West Kowloon Cultural District,and the two artists would guide

119、 the viewers on a customised virtual tour.The micro-films attracted more than 4 million views.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/224041ARTSY DIALOGUE WITH THE WORLDLeveraging the citys scenic harbour view,the HKTB mer

120、ged arts with wellness in its“Sip Back&Sketch”Hong Kong Super Fans virtual art class in May 2021.The art class introduced the soothing and meditative art of Zentangle drawing and combined it with sketches of iconic Hong Kong skyline,while transporting the audiences to art landmarks around the city,s

121、uch as the Hong Kong Museum of Art and West Kowloon Cultural District.Together with a glimpse of the Art Basel exhibition in Hong Kong,the virtual tour off ered friends and fans of Hong Kong a participatory experience of Hong Kongs artistic vibes.The virtual experience was attended by more than 220

122、participants from around the world and led to a sharing of over 200 posts on social media.As another testimony of Hong Kongs art appeal for international artists,two of Hong Kong Super Fans,female French artists Caroline Tronel and Elsa Jean de Dieu shared with local media on how they drew inspirati

123、ons from the city for their creations.The stories of Caroline and Elsa also caught the attention of major art,travel and lifestyle media in France,including IDEAT,The Good Life and Geo.fr.The media reported the artists stories and explored more on Hong Kongs art scene with two other Hong Kong Super

124、Fans,gallery owners in Hong Kong Arthur de Villepin and Baptiste Droniou,introducing the citys cultural appeal to art lovers in Europe.In November 2021,the HKTB brought back the well-loved Hong Kong Wine&Dine Festival.A total of 400 brick-and-mortar F&B outlets participated in the Festival to off er

125、 an all-around-town gourmet experience.Introducing the fresh new theme“Taste around Town”,the Hong Kong Wine&Dine Festival extended the relishable,chillaxing Wine&Dine experience to four local neighbourhoods in the new-fashioned“City Wine Walk”,which incorporated a digital tasting pass for the fi rs

126、t time.Together with the well-received“Tasting On-Air”livestreamed masterclasses and the dine-in“Restaurant Celebrations”,the Wine&Dine Festival continued to connect Hong Kongs irresistible gastronomic off erings with both local consumers and food lovers from all around the world.Hong Kong Wine&Dine

127、 FestivalOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/224243CITY WINE WALKGetting into the neighbourhoods for the first time,the Festival has undergone a makeover and ran through the whole month of November to allow participant

128、s to enjoy the offerings with greater ease and safety.The“City Wine Walk”boasted a diverse range of 200 offers from 50 specially selected outlets in Central,Wan Chai,Tsim Sha Tsui and Kennedy Town,including internationally acclaimed restaurants and bars and award winners.To enhance the seamless cons

129、umer experience,the City Wine Walk offered a Digital Tasting Pass with pre-purchased food or drink tokens stored on the e-wallet of participants mobile device,allowing gourmet aficionados to go on their restaurant or bar hopping tours with one single pass.Our InitiativesHong Kong Tourism Board Annua

130、l Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/224445ENJOYING NEW EXPERIENCES WITH EXPERTSWINE-CATION AND MASTERCLASS ON CRUISETo extend the variety of the wine and dine experience in Hong Kong,the Wine&Dine Festival also partnered with the hospitality and cruise sectors t

131、o create new experiences,new adventures with a new gastronomic perspective.Top 100 participants of the City Wine Walk with the tasting pass could receive a HK$1,000 future Cruise Credits for any 4-night itineraries on a cruise liner.The HKTB also gave away packages to participants of the“The Art of

132、Pairing:Johnnie Walker&Chocolate”online masterclass.During the event period,the HKTB also rolled out a“Wine-cation”promotion with more than 20 star-rated hotels to offer Wine&Dine-themed staycation deals,such as Michelin dinners,complimentary cocktail DIY workshops,free-flow drinks or degustation di

133、nners for guests with room stays.Riding on the overwhelming reception of the livestreamed masterclasses from the 2020 event,the“Tasting On-Air”programmes continued to team up with gourmet and wine experts to lead interactive tasting workshops with limited-edition experiences that were uncommon on ma

134、rket,such as“en primeur”samples of Bordeaux fine wines,whisky and oyster pairing or fusion cocktail DIY.The nine interactive livestreamed masterclasses were enjoyed by 570,000 gourmet lovers from around the world.For those who preferred an in-person dine-in experience,the HKTB also lined up a select

135、ion of exciting offerings in 400 outlets in town,ranging from trendsetting“Chinese Omakase”,wine tasting with celebrated global wine critic James Suckling,to sustainable seafood feast and degustation menus by rising stars in Hong Kongs gastronomic scene.Our InitiativesHong Kong Tourism Board Annual

136、Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/224647TASTE HONG KONG AROUND THE WORLDWhile the Wine&Dine Festival was fondly missed by travellers from around the world,the HKTB also staged various thematic campaigns and launched promotions to share Hong Kongs gourmet experie

137、nces with visitor source markets.In Mainland markets,from October 2021 to January 2022,the HKTB hosted four physical events in Beijing,Shanghai,Guangzhou and Chengdu,each with a unique theme or experience such as wine tasting and nightlife,dim sum sharing,immersive dining in Hong Kong iconic landmar

138、ks,or Canto-pop inspired gathering to bring the Hong Kong culinary culture and Mainland travellers fondness towards Hong Kong to media,Hong Kong Super Fans and influencers.Over 150 trade partners and media representatives participated in the experiences and generated social media posts that reached

139、18 million readers in Mainland markets.The HKTB also organised a series of livestreamed virtual tours during the Festival for those who could not visit Hong Kong in person.Working with local trade partners in South East Asia,the HKTB organised 40-minute“Taste Around Town”live webcasts combining virt

140、ual tour to Hong Kong and exclusive cocktail-making workshop to showcase Hong Kongs trendiest gastronomy scene to audiences in Indonesia,Malaysia,Thailand,Singapore and the Philippines.To maximise the reach of the virtual tours on Hong Kongs gourmet in Asian markets,in November and December 2021,the

141、 HKTB engaged a Hong Kong-born,Taipei-based Michelin chef Lam Ming-kin to share on instant messaging app LINE and deliver the captivating Wine&Dine contents to the apps users in the Taiwan market through a real-time virtual tour,with more than 260 participants from the market.Similarly,the HKTB secu

142、red the support from Taiwanese bartender Angus Zou,whose bar in Hong Kong received a Michelin recommendation,to share his views on Hong Kongs vibrant bar hopping culture on Traveler magazine.Other reputed chefs also shared their experience with their food trips to Hong Kong.Japanese chef Hidaki Sato

143、 discussed his memories on the diverse gourmet experience available across various neighbourhoods in Hong Kong,including Central and Sham Shui Po.Ismaya LiveThree X Co.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/224849During t

144、he Wine&Dine Festival,worldwide broadcasters also showcased Hong Kongs fl avour on TV.A group of professional athletic celebrities in South Korea,including national Olympic representatives and NBA player,visited a Hong Kong-styled Dai Pai Dong in the university district of Hongdae in Seoul and share

145、d their favourite dish on E Channels variety show Sporty Brothers.In addition,celebrity chef and winner of Master Chef Australia Adam Liaw hosted a“Hong Kong Week”with fi ve episodes on free broadcaster SBS Foods prime time show The Cook Up.Adam invited several Sydney-based Hong Kong Super Fans and

146、together they cooked up a variety of Hong Kong-inspired meals while discussing Hong Kong food,culture,connections and memories.The recipes were shared on the TV programmes website and the dishes were posted on social media,reaching 2 million Australians through social media and another 2 million on

147、SBS Food website.Copyright:T.CastSBS FoodOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/225051The festive season is a time when destinations around the world strive to showcase their appeal.Following a virtual showcase in 2020,th

148、e return of the physical Hong Kong WinterFest at a new location,Art Park of West Kowloon Cultural District,not only boosted local ambience by providing a festive celebration,but also showcased the new,iconic art and cultural cluster of the West Kowloon Cultural District,against Hong Kongs celebrated

149、 skyline along Victoria Harbour front.“Hong Kong WinterFest”won Bronze Awards in“Best Public Event”and“Best Event Production”in the Event Marketing Awards 2022.Hong Kong WinterFestOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/22

150、5253CHRISTMAS-THEMED SEACATIONThe HKTB also partnered with the cruise sector to present a Christmas-themed seacation on-board as the cruise liner homeported in Hong Kong,with a miniature Christmas Town staged on the open deck.An exciting array of culinary delights,themed activities,workshops and sea

151、son-limited entertainment were also available to further enhance product offerings and attractiveness of cruise-to-nowhere tourism in Hong Kong.The Christmas-themed seacation experience attracted 55,000 passengers on board.NEW LOCATION,NEW FESTIVITYThe 2021 Hong Kong WinterFest brought back the sign

152、ature high-rise Christmas Tree and a romantic decoration of Christmas Town as an extension of the“Hong Kong Neighbourhood West Kowloon”promotion by relocating the event to West Kowloon Cultural District.The 20-metre Christmas tree was the tallest in town and brightened up Victoria Harbour with festi

153、ve ambience.It topped the list of “Hong Kongs Top Five Christmas Display of the year”by South China Morning Post.The Christmas tree and Christmas Town drew a total of more than 910,000 visitors to the West Kowloon Cultural District,raising the publics awareness of West Kowloon Cultural District and

154、M+as the citys latest cultural destination.In addition to the Christmas tree,the campaigns website also featured a comprehensive calendar of city-wide happenings during the festive season.A wide range of exclusive seasonal privileges in unique themes including shopping coupons,dining promotions,and

155、discounts from hotels and restaurants were made available on the Holiday at Home website to stimulate local consumption.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/225455To further capture worldwide attention towards HongKongs

156、 excitement and normality under the pandemic,and to showcase the citys signature night view and state-of-the-art tourism infrastructure,the Hong Kong New Year Countdown Celebrations returned in with a fi rst-ever physical outdoor countdown concert and was livestreamed to worldwide audiences,with a v

157、iew to upholding Hong Kong as“Asias World City”through demonstrating the citys ability to stage world-class events.The Hong Kong New Year Countdown Concert invited a list of popular Cantopop singers and the Hong Kong Philharmonic Orchestra(HKPhil)to stage a star-studded collaboration between modern

158、and classical music against the dazzling Victoria Harbour skyline.To allow the general public a chance to participate in the celebrations,a public lucky draw was organised to allow members of the public fair chances to win a ticket to the Countdown Concert.More than 200,000 members of the public ent

159、ered the lucky draw.To ensure fairness,a real-name ticketing pre-registration was implemented through an online lucky draw preventing transfer or resale of tickets.To maximise public enjoyment,the concert and the countdown moments were livestreamed on HKTBs own online platform as well as more than 7

160、50 media platforms in Hong Kong,mainland and overseas.30 shopping malls across Hong Kong also shared the livestream at various locations.The livestream of the concert attracted 12 million views on HKTBs platform,and reached an audience of 2.4 billion around the world.Hong Kong New Year Countdown Cel

161、ebrationsHKTBS FIRST-EVER OUTDOOR COUNTDOWN CONCERTOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/225657NEW ELEMENTS,NEW EXCITEMENTTo display Hong Kong in its full beauty,an enhanced version of the multi-media laser show A Sympho

162、ny of Lightswas launched with pyrotechnic eff ects and accompanied by both western and traditional Chinese classical music by HKPhil as the time was leading up to the countdown moments.The giant faade of M+was transformed into a striking countdown clock along the Kowloon coastline,which was clearly

163、visible on both sides of the Harbour.The countdown clock sent out congratulatory messages to the world in 15 languages to connect Hong Kong with worldwide audiences.GLOBAL SENSATIONThe HKTB specially facilitated live broadcast of the Celebrations in various regional and international broadcasters in

164、 key source markets when Hong Kong welcomed 2022 at midnight,such as BBC,Reuters,Associated Press,Sky News,Channel News Asia,CBS News,CNN,CCTV,Peoples Daily,Fox News Channel,among others.Many post-countdown news reports around the world also covered or rebroadcast Hong Kongs countdown celebrations i

165、n respective markets,generating clippings from more than 1,300 media platforms worldwide.Seven Networks.All rights reserved看看新聞KNEWSCCTVOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/225859Alongside cheerleading local ambience an

166、d organising mega events,the HKTB hoped to proactively uphold Hong Kongs tourism competitiveness by sustaining the visibility of the city in global markets to stay on worldwide travellers radar amidst the intense regional competition for visitors as foreseen.The HKTB addressed the global consumers n

167、ew travel demands with its promotions on Hong Kongs core experiences,while continuing to invite its community of Hong Kong Super Fans,a group of personalities with Hong Kong connections in visitor source markets or expats living in Hong Kong,to share their positive words-of-mouth to broadcast the po

168、sitive stories and their love to Hong Kong to visitor source markets through their mass network of fans and followers.On the other hand,the HKTB entered strategic media partnership and rolled out a series of consumer campaigns with specifi c target segments to maintain Hong Kongs presence globally,w

169、ith a view to presenting Hong Kong as a travel destination that has stayed exciting and diverse and bringing back travellers fond memories of Hong Kong.Global VisibilityOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/226061360 Hon

170、g Kong Moments Answering New Travel TrendsWhile the global pandemic has reshaped the global tourism landscapes,new tourism trends such as consumers increased interests in green and wellness tourism,arts and cultural lifestyle,and authentic local culture have taken a more crucial role in maintaining

171、the tourism appeal of a travel destination.As such,the HKTB capitalised on Hong Kongs uniqueness as a metropolis in nature and its East-meets-West culture to display the citys off erings in response to the new trends.Following the launch of the“360 Hong Kong Moments”series in 2020,the HKTB developed

172、 a series of engaging contents on Hong Kongs authentic neighbourhood,scenic harbour,great outdoors,and tireless urban appeal by expanding the series,directing globetrotters attention to Hong Kong a destination that meets all of their newfound travel demands.Inspired by the series,the HKTB partnered

173、with Japanese travel agency Panda Travel Agency to present the hiking experience of Hong Kong and the unparalleled ease of enjoying city life in minutes after their natural experience through an award-winning vlog“Ossans Hong Kong Great Outdoors”.Riding on the increasing interest in the life of char

174、ismatic middle-aged men in Japan,two“common uncles”documented their journey of visiting Fei Ngo Shan and the surrounding local eateries through public transport from fi rst-person,panoramic and 3D points of view.The video was well received among Japanese trade partners and has won the most votes fro

175、m consumers in the“Superb Views”of the Japan Association of Travel Agents(JATA)Online Tour Award.Applying the latest 360-degree virtual reality technique and real-time interactive virtual tours,360 Hong Kong Moments created an immersive journey through content marketing to engage global audiences wi

176、th the iconic travel experiences that Hong Kong has to off er wellness,harbour,nightlife,art,and entertainment in addition to the previously introduced themes of neighbourhood,food and shopping.The“360 Hong Kong Moments”reached 9.4 million viewers on social media.To maximise the immersive experience

177、 to those who could not visit Hong Kong in person,12 ASMR videos showcased the various facades of the citys natural landscape in diff erent seasons as they highlight a selection of natural destinations in Hong Kong such as Peng Chau,Sai Kung,Lai Chi Wo and New Territories Cycling Trails.Our Initiati

178、vesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/226263Hong Kong Super FansSince its launch in early 2021,the HKTBs Hong Kong Super Fans has grown into a worldwide community with more than 600 fans and friends of Hong Kong from all around the

179、world with a network of 101 million social followers.Through the genuine sharing and active engagement of the Super Fans with their diverse backgrounds and interest focus,they provided the worldwide audience an insiders perspective on the charm of Hong Kong through local,regional,and global media.LO

180、VE FOR MY HOMEHONG KONGRiding on Taste of HomeHong Kong,the HKTB partnered with Hong Kongs longest-operating TV broadcaster TVB to create another series of real-life story documentaries Love for My HomeHong Kong of expats from around the world finding Hong Kong an ideal location for their career and

181、 personal life away from home.Featuring Malaysian Cantopop singer Gin Lee,Hong Kong Film Award Winner and Japanese composer Hatano Yusuke,Australian Wing Chun master Nima King,Artistic Director of Hong Kong Dance Company Yang Yuntao,and former Olympic volleyball medalist Sun Yue,the series demonstra

182、ted how the citys core strengths in various aspects allowed elite expats to develop their careers,from cinematographic music and performing arts to sports.The programme successfully rekindled the mainland and overseas audiences love of Hong Kong through a first-hand account of how the expats fell in

183、 love with the city.The programme was also broadcast and rerun through TVBs global network to reach audience in Southeast Asia,the USA,Australia,Canada,the UK and Europe.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/226465WOK TH

184、E WORLDThe HKTB also leveraged Hong Kong Super Fans personal presence and infl uence beyond Hong Kong to highlight the citys status as an international city with a strong connection with various markets.The HKTB partnered with CJ ENM to broadcast a new season of Wok the Worldin three 24-minute episo

185、des on the regional TV channels tvN Asia and Viu,which had an extensive reach in key Southeast Asian markets including Thailand,Malaysia,Indonesia,Singapore,the Philippines,India and Taiwan,attracting a viewership of 16 million.In the series,Super Fans chef Eric Chong and his mentor,television sensa

186、tion“Demon Chef”Alvin Leung of Bo Innovation,took the shows viewers on a multi-destination journey to explore the unique fl avours in three Hong Kong neighbourhoods,namely West Kowloon,Old Town Central,and Sai Kung,and other cities in the Guangdong-Hong Kong-Macao Greater Bay Area(GBA)such as Macao,

187、Guangzhou,Zhuhai,Shunde,and Foshan.Similarly,celebrity chefs and HKTBs Hong Kong Super Fans Gary Mehigan and Manu Feildel recreated some of Hong Kongs quintessential experiences in Sydney to inspire Australians to discover the best of Hong Kong at home on Sydney Weekender on Australian national broa

188、dcaster Channel 7.The duo recreated the Hong Kong experiences of pu erh tea tasting,dragon boat race,lion dance,and the wellness class of taichi in Sydney.The programme reached a total of 400,000 viewers and 1.3 million social media users.In addition,the HKTB partnered with Hong Kongs fl agship carr

189、ier Cathay Pacifi c to giveaway return fl ights between Sydney and Hong Kong and 4-night stay packages at The Fullerton Ocean Park Hotel Hong Kong to viewers of Sydney Weekenders in a lucky draw.BRIDGING THE HONG KONG EXPERIENCE WITH THE OCEANIAOur InitiativesHong Kong Tourism Board Annual Report 20

190、21/22Our InitiativesHong Kong Tourism Board Annual Report 2021/226667On top of the endorsement of the Hong Kong Super Fans and 360 Hong Kong Moments,the HKTB enlisted a line-up of influential national,regional and international media to broadcast specifically made TV programmes to allow the well-lov

191、ed experiences of Hong Kong to further penetrate various visitor source markets,displaying the citys appeal from culinary sensations to the wide range of outdoor activities available,keeping visitors in source markets warm about visiting Hong Kong when travel resumed.SAILING IN THE GREATER BAY AREAW

192、ith the geographical advantage,the GBA is one of Hong Kongs largest visitor source markets.Many in the GBA have visited Hong Kong before and it is anticipated that they have been looking forward to returning to Hong Kong when travel resumes.Therefore,the HKTB also leverage broadcasters reach on the

193、Mainland to reconnect with GBA consumers.Celebrating the new year of 2022,the HKTB worked with renowned singer Hacken Lee in producing a congratulatory music video set in Hong Kongs West Kowloon Cultural District for CCTVs 2022 New Year Concert Sailing in the Greater Bay Area to share the festivity

194、of Hong Kong with viewers in GBA as well as Mainland while introducing the new cultural landmark.The concert was broadcast to 40 billion viewers in the Mainland markets.CJ ENM PARTNERSHIPBeyond the Greater China region,the HKTB also targeted to help Hong Kong penetrate other Asian markets more effec

195、tively through mass media exposure,and signed a three-year Memorandum of Understanding for 2022-2024 with South Korean media group CJ ENM,one of Asias industry leaders,to produce dramas and variety TV shows set in Hong Kong,which have a wide and loyal fan base in Asia,in order to promote Hong Kong a

196、s a travel destination with diverse offerings.The HKTB was the first tourism organisation to enter a strategic partnership of the kind with CJ ENM.The partnership would encourage audiences to relive the trails from some of their favourite scenes from these K-dramas and shows at authentic locations i

197、n Hong Kong and would help drive tourism recovery when travel resumes.CJ ENMs highly popular original content is currently available across more than 200 countries,and has been viewed worldwide through partnerships with some of the worlds most popular streaming platforms.Strategic Media PartnershipO

198、ur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/226869VOYAGING IN HONG KONG IN NETHERLANDSTo maintain the exposure of the Hong Kong experiences among consumers in long-haul markets,the HKTB also rolled out promotions in Europe.The

199、HKTB invited Cheung Chang-ju,a Hong Kong TV personality living in the Netherlands,to explore Hong Kong culture on his show Chang on national TV channel AT5.In five in-depth episodes,Chang reconnected with his heritage through the five themes of Chinese New Year,the Hakka culture,Cantonese opera,Wing

200、 Chun and the Tanka culture in Tai O.Changs exploration was covered in other media,such as popular talk show De Sociteit and national radio NPO.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/227071As new travel trends emerge,the

201、HKTB understood that visitors would expect a travel experience with more customisation that could better serve their travel needs than what they used to before the pandemic.In view of the increased demand for customised experiences,the HKTB worked with trade partners in key visitor source markets to

202、 roll out market-specifi c consumer promotions targeting various consumer segments.MUSLIM MARKET IN SOUTHEAST ASIA:RAMADAN IN HONG KONGAs Hong Kong has been developing the Muslim travel segment and positioning Hong Kong as a Muslim-friendly destination before the pandemic hit in,the HKTB featured lo

203、cal and expat Muslims in the“Ramadan in Hong Kong”promotions,showing Muslim travellers in Indonesia and Malaysia how they can observe the holy month of Ramadan while travelling in Hong Kong.Through popular Muslim content partners such as Have Halal,Will Travel and HalalTrip,Muslims in Hong Kong shar

204、ed how they celebrate Ramadan in Hong Kong,such as sharing her Ramadan recipe by Malaysian chef Ili Sulaiman and the inter-cultural life of variety show sensation and Malaysian singer Shila Amzah,who have lived in Hong Kong for 3 years for her Chinese singing career.The promotions generated 110 medi

205、a clippings in SEA markets.HIGH-YIELD SEGMENT IN SEA:INDULGE IN HONG KONGAnother growing segment in Southeast Asian markets that the HKTB has been working on is the high-yield segment in the region.“Indulge in Hong Kong”was rolled out to appeal to this segment with a series of luxurious travel exper

206、iences that Hong Kong has to off er,co-operating with high-end media partners such as Esquire,Prestige,and Elle.Identifying fi ne dining as one of high-yield travellers preference in post-pandemic travels,the HKTB teamed up with the Michelin Guide in illustrating the citys culinary experiences a fou

207、r-part video series“Hong Kong Chefs Playbook”,where four Michelin starred chefs in Hong Kong shared their inspirations,culinary tips and how Hong Kongs environment and its local produce shaped their culinary journey.More than 32 million viewers were reached online and the promotion was reported in m

208、ore than 180 media coverage.Have Halal,Will TravelHave Halal,Will TravelTargeting Emerging SegmentsOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/227273To foster a sense of connection to Hong Kong amongconsumers who have yet to v

209、isit Hong Kong during travel restrictions,the HKTB also included interactive and engaging elements in its market promotions to allow consumers to actively participate in the Hong Kong experiences.RELIGIOUS VISITORS IN THAILAND:TEMPLES OF HONG KONG VIRTUAL TOURSLeveraging the cultural similarity in r

210、eligion between Hong Kong and Thai consumers,the HKTB curated a temple-themed virtual tour,which encouraged Thai consumers to consider Hong Kong for cultural exchange.The Thai travel trade partners covered Wong Tai Sin Temple,Kwun Yam Temple in Hung Hom and Che Kung Temple in Sha Tin on the online p

211、ilgrimage.More than 13,000 from Thailand participated in the tour.More than 13,000 visitors embarked on the virtual pilgrimage.JAPAN:#10 CURIOUS THINGS TO DO IN HONG KONGIn north Asia where the pandemic situation was still unstable during 2021/22,the HKTB turned to digital consumer promotions to kee

212、p Hong Kong in the mind of Japanese consumers.As a lover of Hong Kong,actor Shingo Fujimori led a series of video tours around ten of his favourite places in Hong Kong and shared his trips on social networking sites.He then invited the netizens to vote among the ten places they would want to visit m

213、ost after travel resumes.The video tours and the voting were both well received.The voting reached 37 million consumers in Japan and Fujimoris tour recorded 350,000 views on YouTube.SOUTH KOREA:SHINSEGAE PARTNERSHIP“I MISS TRAVELLEING IN HK”The HKTB invited the South Korean public to recall their fo

214、nd memories of Hong Kong in a consumer competition hosted in partnership with Shinsegae Department Store.The Korean public were invited to share videos about their memories of Hong Kong,and selected videos were displayed on a media wall at the duty free shop DFS in the department store.Wonderfulpack

215、ageWonderfulpackageFostering Connection through Consumer ParticipationOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/227475The groundwork of HKTBs eff orts in supporting the tourism industry and maintaining Hong Kongs regional an

216、d international tourism competitiveness builds on the cooperation with both our local trade members and partners in source markets.Even though inbound control measures were in place for containing COVID-19 development,the HKTB worked tirelessly to strengthen trade communications to create synergy fo

217、r the works of driving tourism recovery,while seizing the chance to uplift the service quality and visitor experiences.Trade PartnershipOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/227677HKTB TOURISM UPDATEThe HKTB held the ann

218、ual Tourism Update with the theme“Navigating the Future Together”online with local and source market trade members in May to discuss latest tourism trends and sharing details of the HKTBs latest strategic plans with around 2,700 trade representatives from Hong Kong,mainland and overseas travel agenc

219、ies,attractions,hotels,airlines,retailers,restaurants,meeting and exhibition operators,cruise lines,and other travel sectors.In addition to the HKTBs update,the event also hosted two industry forums “Seize the Business Development Opportunities in the Mainland and Greater Bay Area”and“Global Hong Ko

220、ng Brands Gear Up for the Recovery”to provide participants with insights on getting ready for travel resumption,enlisting a wide spectrum of tourism figureheads of in Mainland and Hong Kong such as Meituan,ByteDance,Alibaba online travel agent Fliggy,Wharf Hotels,Cathay Pacific,Klook,and Black Sheep

221、 Restaurant Group.ON-GOING REGIONAL ALLIANCE FOR RECOVERING HIGH-YIELD SEGMENTMeetings,Incentive travels,Conventions and Exhibitions(MICE)can bring high-yield visitors to Hong Kong.As such,the HKTB has proactively engaged MICE trade partners in Hong Kong and source markets with a view to strengtheni

222、ng regional alliance and driving the revival and development of the MICE sector;the HKTB targeted some national corporates and the worlds top 500 enterprises through building up Hong Kongs presence with sales pitches and one-on-one on-site business matching appointments in major industry events to e

223、ncourage these corporates to organise MICE events in Hong Kong.In 2021/22,the HKTB reached out to MICE trade partners and associations in both Mainland and worldwide markets and participated in related trade events,including 2021 China Sourcing Seminar(Shanghai),2021 Direct Selling Forum(Beijing),Tr

224、ip.Biz corporate seminar in Hefei,IT&CM China 2020 virtual event,American Society of Association Executives(ASAE),International Association of Professional Congress Organisers(IAPCO),MICE India and Luxury Travel Congress(MILT),Worldwide Exhibition for Incentive Travel,Meetings,and Events(IMEX)Americ

225、a and the IBTM Global Meeting&Incentives Exhibition in Barcelona,Spain.On these events,the HKTB shared Hong Kongs latest situations and presented the citys core strength in MICE and professional services with a view to encouraging these influential MICE associations to help bring in events to Hong K

226、ong.RAMP UP EXPOSURE IN TRAVEL TRADE THROUGH TRADE SHOWSIn addition,The HKTB participated in various trade shows,such as China Council for the Promotion of International Trade(CCPIT)Webinar,China(Guangdong)International Tourism Industry Expo(CITIE),China International Import Expo(CIIE),and Guangzhou

227、 International Travel Fair(GITF).The HKTB promoted Hong Kong to increase the citys exposure among the travel trades in visitor source markets.Together with the participation in MICE trade events,the HKTB engaged over 2,300 corporate and association organisers and completed more than 170 offline busi

228、ness matching appointments.Strengthening Trade CommunicationsOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/227879Continuous Pursuit of ExcellenceUnder new travel trends,it is expected that more travellers will plan their trips a

229、head,and preferred remote,contactless inquiry even when they are in town to address their social distancing concerns.As such,the HKTB continued to optimise various digital service channels to ensure that travellers can get the latest travel essentials and sightseeing information round-the-clock.In a

230、ddition to LINE chat,Facebook Messenger,Web Chat on DiscoverHongK and WhatsApp,the HKTB extended its Artifi cial Intelligence(AI)live chat service to Instagram,one of the most popular social media apps among young travellers.Visitors can obtain essential travel information via the automated chatbot

231、timely,instead of waiting for a live agent in a diff erent time zone to answer them.In addition to sightseeing information,the chatbot can provide information related to quarantine arrangement,vaccination requirements and medical services etc.The service has handled 30,000 enquiries via digital chan

232、nels,with over 75%of responses delivering accurate answers to consumers.EXTRA ASSURANCE ON HONG KONG AS A CLEAN AND DESTINATIONAs Hong Kong saw the return of social and economic activities,the Anti-epidemic Hygiene Certifi cation Scheme,jointly rolled out by the HKTB and the Hong Kong Quality Assura

233、nce Agency,extended the certifi cation to cover event venues,with a view to better preparing the related business sectors and providing better coverage to event organisers and participants.Some major museums and performance venues have been included since the extension,with more than 2,850 outlets a

234、ccredited in total.To help the tourism-related sectors pave way for the return of travellers,especially from the imminent markets on the Mainland,the HKTB partnered with Dianping,a popular lifestyle app in Mainland markets,to create identifi cation logos on the Dianping profi le pages of certifi ed

235、outlets,so that mainland consumers can identify which outlets are certifi ed.MULTI-PRONGED SUPPORT FOR MERCHANTSThe HKTB also navigated the challenges with merchants through a multi-pronged support approach.During 2021/22,the HKTB continued to provide a series of supports for Quality Tourism Service

236、s(QTS)Scheme merchants and staff .The HKTB extended the full renewal fee waiver for all QTS-accredited merchants,and off ered a 50%reduction on the application fee for new participants.Besides fi scal support,the QTS Association organised a series of free seminars and training workshops for QTS merc

237、hants to foster a positive service culture and maximise frontline service performance of tourism-related sectors.Throughout the year,a total of ten sessions were organised with more than 1,200 participants.Moreover,to demonstrate Hong Kongs hospitality,the QTS Association also kick-started a new cam

238、paign to promote sincere quality services.In December 2021,the QTSA invited reality show winner-turned-pop stars to serve as caf and apparel boutique managers for one day.The experiences of the two celebrity shop runners were broadcast in a reality series on local TV to motivate frontline service st

239、aff s to deliver quality services.To gear up for welcoming back visitors with enhanced services and hardware throughout the visitor journey,the HKTB worked with the tourism sector to continue to improve Hong Kongs travel experiences.On one hand,the HKTB extended its digital visitor services to more

240、online platforms to cater for diff erent consumer needs;on another,the HKTB further improved the Anti-epidemic Hygiene Certifi cation Scheme to provide reassurance to consumers.Moreover,the Quality Tourism Services(QTS)Association of the HKTB also rolled out a couple of initiatives for cheerleading

241、the best practise of quality frontline services,which provided trade members and merchants the support they need to get prepared for the return of visitors.MAKING THE DIGITAL JOURNEY AVAILABLE ON SOCIAL MEDIAOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism

242、 Board Annual Report 2021/228081Sustainable Tourism DevelopmentThe HKTB is committed to our responsibility in social aspects of tourism development,environmental and corporate governance.Nurturing Future Tourism TalentsOn the social and communal front,the HKTB is also committed to nurturing young ta

243、lents with the aim to support the sustainable growth of the local tourism industry.As such,the Aspire Management Trainee Programme and the HKTB Youth Academy were launched in 2021 respectively,to groom local youths interest in tourism development and leverage their innovation to inject new momentum

244、into the industry.ASPIRE MANAGEMENT TRAINEE PROGRAMMEFirst launched in early 2021,the Aspire Management Trainee Programme has successfully recruited 11 passionate talents through the highly competitive selection process.With job rotations across diff erent functions,coupled with Mainland and oversea

245、s placements across the 3-year intensive programme,it is hoped that these young professionals would inspire a culture of innovation in the industry and contribute to a sustainable future of Hong Kongs tourism.HKTB YOUTH ACADEMY EDUCATIONAL PROGRAMMESFor 2 consecutive years,the HKTB has partnered wit

246、h local universities in Hong Kong to groom undergraduate students to become the citys tourism ambassadors.Selected students were trained to be virtual tour guides to provide fellow incoming exchange students with curated tours around Hong Kongs neighbourhoods virtually,as they were not able to come

247、to Hong Kong in person during the pandemic.Close to 50 virtual tour guides were recruited,with over 400 overseas students from mainland and 26 countries world-wide participating in the tours cumulatively.HKTB YOUTH ACADEMY CREATIVE ART PROJECTSFollowing the launch of the“Hong Kong Neighbourhood West

248、 Kowloon”in 2021,the HKTB conducted a series of guided tours and creative art workshops to inspire local youths to appreciate and honour Hong Kongs tourism appeals innovatively.The HKTB trained over 40 of Hong Kong Federation of Youth Groups Youth Ambassadors to deliver guided tours around the neigh

249、bourhood for close to 500 primary and secondary school students,including ethnic minority students.This was coupled with over 40 art workshops held in partnership with the Department of Cultural and Creative Arts of the Education University of Hong Kong,where student artists from the university led

250、the primary and secondary school students to recreate signature West Kowloon landmarks via diff erent art mediums.Our InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/228283In addition to nurturing future talents for the tourism indust

251、ry,the HKTB also contributed to raising the awareness of the citys invaluable cultural heritage through promotions and campaigns.The“Hong Kong Neighbourhood West Kowloon”campaign,for instance,incorporated elements of both tangible heritage,such as time-tested architecture,and intangible heritage of

252、various artisanal craftsmanship,with a view to demonstrating the citys unique local heritage through tourism.Promoting Historical and Cultural HeritageOur InitiativesHong Kong Tourism Board Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/228485Go Green at EventsWe are

253、dedicated to environmental sustainability and has launched a series of green policies in designing new tourism products and mega events.The HKTB has specially stepped up its effort in driving digital transformation and green event practices this year.DIGITAL TRANSFORMATIONThe HKTB has underpinned di

254、gital transformation as one of its key initiatives in recent years.At Wine&Dine 2021,the HKTB partnered with Hong Kongs leading online ticket platforms to launch digital tasting passes in replacement of traditional paper tokens in an effort to go paperless.The HKTB is also developing an integrated e

255、-platform to facilitate upcoming offers distribution and programme participation in a convenient and environmentally friendly manner.MINIMISE EVENT WASTEBesides the long-term commitment to the Green Event Pledge by the Environmental Protection Department,the HKTB has taken a further step this year t

256、o transform remaining event materials from the FriendsWithYou outdoor exhibition installations in“Hong Kong Neighbourhood West Kowloon”and gave them a second life.The inflatable art installations were disassembled and transformed into polyvinyl chloride(PVC)scraps,and a local environmental company w

257、as commissioned by the HKTB to monitor and certify the whole process closely.Green OfficeOn top of the close adherence of green event practices,the HKTB also strives to embody sustainability across various touchpoints in the organisations day-to-day operation through recycling,providing sustainable

258、alternatives and maximising energy conservation.RECYCLINGThe HKTB has initiated a company-wide effort to foster sustainable practices with the provision of recycling bins across all levels at the Head Office,from which the collected waste will be processed at the local community recycling centre“Gre

259、en in Tin Hau”.It is hoped that improved accessibility of the facilities will encourage colleagues to adopt and embed recycling habits into their everyday lives.SUSTAINABLE ALTERNATIVESTo further reduce the production of waste,the HKTB has opted out of disposable plastic and paperware at the office,

260、and only provides reusable tableware in meeting rooms,joining on the organisations commitment to go green at the workplace.ENERGY CONSERVATIONHKTB has consistently operated a centralised electrical automation system to switch off any air-conditioning after office hours,with increased advocacy around

261、 the office to encourage light and AC energy saving practices.Corporate GovernanceDetails of the HKTBs governance of 2021/22,including“structure and board management”and“internal control and compliance”,are listed in the section“About HKTB Corporate information”.Our InitiativesHong Kong Tourism Boar

262、d Annual Report 2021/22Our InitiativesHong Kong Tourism Board Annual Report 2021/228687ABOUT USHong Kong Tourism Board1 Organisation HKTB Best Global Convention and Visitors Bureaus,2022 Best of Awards by Meetings Today HKTB Annual Reports Silver Award in the Innovation Annual Reports category,2021

263、Asia-Pacific Stevie Awards Silver Award in the Non-Profit OrganisationsOnline Annual Reports category,Astrid Awards 2021 Silver Award in the“Interactive Annual Report:Non-Profit Organisations”category,Questar Awards 2022 Bronze Award in the“Annual Reports-Online:Tourism”category,Galaxy Awards 2022 H

264、onours Mentions in the“Mobile Media:Annual Report”category,Galaxy Awards 2022 Honours Mention in the Non-Profit Organisation(Online A.R.):Tourism Category,ARC Awards 20212 HKTBs Initiatives 100 Reasons to Miss Hong Kong Gold Award in the“Best Use of Social Media and Platforms”category,Malaysia Publi

265、c Relations Awards 2021 Gold Award in the“Corporate Branding”category,Malaysia Public Relations Awards 2021 Gold Award in the“Excellence in Marketing to a Specific Audience”category,Philippines Marketing Excellence Awards 2021 Gold Award in the“Product Brand Development”category,Malaysia Public Rela

266、tions Awards 2021 Silver Award in the“Excellence in Gamification”category,Philippines Marketing Excellence Awards 2021 Silver Award in the“Excellence in Influencer/KOLs Marketing”category,Philippines Marketing Excellence Awards 2021 Bronze Award in the“Excellence in Interactive Marketing:AR&VR”categ

267、ory Malaysia Marketing Excellence Awards 2021 Bronze Award in the“Excellence in Social Media Marketing”category,Philippines Marketing Excellence Awards 2021AWARDS AND ACHIEVEMENTS 360 Hong Kong Moments Great Outdoors Winner of the Marketing Campaign(State and the City Global)Category,PATA Gold Award

268、s 2021 Holiday at Home Winner of the“Excellence in Agility and Crisis Management”category,HKMA/ViuTV&Now TV Awards for Marketing Excellence 2021 Gold Award in the“Best Covid-19 Digital Response”category,DigiZ Awards 2022 Gold Award in the“Best Social Media Strategies”category,DigiZ Awards 2022 Gold

269、Award in the“Best Viral Campaign”category,DigiZ Awards 2022 Gold Award in the“Industry Specific Use of Mobile:Hospitality&Travel”category,MOB-EX Awards 2022 Silver Award in the“Best Digital Mass Audience Campaign”category,DigiZ Awards 2022 Silver Award in the“Best Covid-19 Response”category,MOB-EX A

270、wards 2022 Bronze Award in the“Best Use of Influencers”category,DigiZ Awards 2022 Bronze Award in the“Corporations COVID Response”category,Questar Awards 2021 Bronze Award in“Campaign”Award,HKMA/ViuTV&Now TV Awards for Marketing Excellence 2021 Honorable Mentions in the Native Advertising Category,I

271、NMA Global Media Awards 2021 Hong Kong Neighbourhood West Kowloon Grand Award in the“Marketing”category,PATA Gold Awards 2022 Campaign Award in“Excellence in Social Goods”,2022 HKMA/ViuTV&Now TV Awards for Marketing Excellence Gold Award in the“Advertisements/Commercials:Campaign Multi-platform”cate

272、gory,Questar Awards 2022 Gold Award in the“Best Use of Venue”category,MARKies Awards 2022 Gold Award in the“Corporations:Tourism/Travel”category,Questar Awards 2022 Gold Award in the“Non-profit organizations:Art/Culture”category,Questar Awards 2022 Gold Award in the“Non-profit organizations:Tourism/

273、Travel”category,Questar Awards 2022 Gold Award in the“Promotion:Local Attractions”category,Galaxy Awards 2022 Gold Award in the“Tourism/Travel:Campaign”category,Astrid Awards 2021 Silver Award in the“Campaigns:Tourism/Destination”category,Astrid Awards 2021 Silver Award in“Special Events:Community I

274、nvolvement”,Galaxy Awards 2022 Silver Award in the“Special Projects:Tourism Campaign”category,Astrid Awards 2021 Silver Award in the“Tourism/Travel:Video”category,Astrid Awards 2021 Bronze Award in the“Advertisements/Commercials:Campaign Video only”category,Questar Awards 2022 Bronze Award in the“Sp

275、ecial Projects:Integrated Campaign”category,Astrid Awards 2021 Bronze Award in the“Promotion:Tourism”category,Astrid Awards 2021 Bronze Award in the“Tourism/Travel:Advertising”category,Astrid Awards 2021About UsHong Kong Tourism Board Annual Report 2021/22About UsHong Kong Tourism Board Annual Repor

276、t 2021/229091 Hong Kong New Year Countdown Celebrations 2021 Bronze Award in the“Virtual Experience Non-for-profit/Government”category,Eventex Awards 2021 Bronze Award in the“Best Virtual Event”Category,Marketing Events Awards 2021 Hong Kong New Year Countdown Celebrations 2022 Gold Award in the“Ent

277、ertainment Event”category,Eventex Awards 2022 Silver Award in the“Best Event Production”category,Marketing Events Awards 2022 Silver Award in the“Live Show”category,Eventex Awards 2022 Silver Award in the“Best Outdoor Event”category,Event Marketing Awards 2022 Hong Kong Pavilion at China(Guangdong)I

278、nternational Tourism Industry Expo(CITIE)Best Organisation Award“Hong Kong Super Fans”Global engagement campaign The Gold Standard Award For Country And Trade Promotion,2022 Gold Standard Awards by PRCA Hong Kong:Through the Looking Glass Gold Award in the“Best Creative Element for an Event”category

279、,Marketing Events Award 2022 Gold Award in the“Best Government Sector/Non-Profit”category,Marketing Events Award 2022 Gold Award in the“Best Pop-up Experience/Environment”category,Marketing Events Award 2022 Gold Award in the“Best PR-Led Event Campaign”category,Marketing Events Award 2022 Bronze Awa

280、rd in the“Best Event Branding”category,Marketing Events Award 2022 Hong Kong Tourist LIVE Map Gold Award in the Innovative Use of Technology in Customer Service Public Enterprise category,2021 Asia-Pacific Stevie Awards Hong Kong Travel Buddy Gold Award in the Innovation in Customer Service Manageme

281、nt,Planning&Practice Public Enterprise category,2021 Asia-Pacific Stevie Awards Hong Kong Wine&Dine Festival 2020 Go Live!Gold Award in the“Best Virtual Events for Marketing”category,DigiZ Awards 2021 Gold Award in the“Best Experiential Event”Category,Marketing Events Awards 2021 Silver Awards in th

282、e“Best Hybrid Event”,Marketing Events Awards 2021 Festival or Public Event Award in the“Best Consumer Campaign”category,The MICEbook V Awards 2021 Hong Kong Wine&Dine Festival 2021 Silver Award in the“Websites:Microsite”category,Galaxy Awards 2022 Bronze Award in the“Websites:Non-profit Organisation

283、”category,Galaxy Awards 2022 Hong Kong WinterFest 2020 Silver Award in the Virtual Experience Non-for-profit/Government category,Eventex Awards 2021 Silver Award in the“Best Use of Influencer”Category,Marketing Events Awards 2021 Hong Kong WinterFest 2021 Bronze Award in the“Best Public Event”catego

284、ry,Event Marketing Awards 2022 Bronze Award in the“Best Event Production”category,Event Marketing Awards 2022“Ossans Hong Kong Great Outdoors”of 360 Hong Kong Moments Winner of the“Superb Views”category,Japan Association of Travel Agents(JATA)Online Tour AwardAbout UsHong Kong Tourism Board Annual R

285、eport 2021/22About UsHong Kong Tourism Board Annual Report 2021/229293WORLDWIDE OFFICES AND REPRESENTATIVESFor the address and contact details of the worldwide offices and representatives,please visit Head OfficeHong KongWorldwide OfficesBeijing,Guangzhou,Shanghai,Chengdu,Tokyo,Seoul,Singapore(Vietn

286、am representative),Taipei,Sydney,London,Paris,Frankfurt,Los Angeles,New York,TorontoRepresentative Offices(For travel/media/consumer enquries only)New Delhi,Jakarta,Bangkok,The Philippines,Kuala Lumpur,Moscow,DubaiMoscowFrankfurtBeijingGuangzhouShanghaiChengduTokyoSeoulSingaporeTaipeiLondonParisLos

287、AngelesTorontoNew YorkNew DelhiJakartaBangkokPhilippinesKuala LumpurDubaiHong KongSydneyAbout UsHong Kong Tourism Board Annual Report 2021/22About UsHong Kong Tourism Board Annual Report 2021/229495CORPORATE INFORMATIONCorporate Governance As a Government-subvented body,the HKTB is determined to imp

288、lement high standards of corporate governance practices and enhance the transparency of its operational and financial matters.During the year,the HKTB strictly observed applicable regulations and procedures,and maintained a high level of integrity in its operations.Structure and ManagementThe Board

289、The Board of the HKTB comprises 20 Members,representing a broad cross-section of the tourism and other industries.Members of the Board are appointed by the Chief Executive of the Hong Kong Special Administrative Region.They are broadly based and include,amongst others,passenger carriers,hotel operat

290、ors,licensed travel agents,tour operators,retailers and restaurant operators.The Board is the governing body of the HKTB,and is given the authority to exercise the general powers conferred under the Hong Kong Tourism Board Ordinance.The Board is also empowered to appoint committees to oversee variou

291、s aspects of the HKTBs operations and provide advice to the Board on corporate governance matters arising from the Committees work.The various committees are described in the following paragraphs.Marketing and Business Development Committee(MBDC)This committee provides strategic input and advice to

292、the Board on its marketing direction and business development,reviews the draft annual business plan,and provides advice on new marketing directions and opportunities,global developments affecting tourism in Hong Kong,and strategies for enhancing the Boards external communications and industry relat

293、ions.The committee meets four times a year,and extraordinary meetings can be convened if necessary.It comprises a chairman and seven Members from the Board,with the Director,Strategic Planning&Insights acting as Committee Secretary.Product and Event Committee(PEC)This committee provides strategic di

294、rection and input on the development of product and event strategy,and evaluates the contribution of any initiatives to the HKTBs overall marketing direction set by the Marketing and Business Development Committee.It reviews and approves the Product and Event Strategy Plan by providing comments and

295、recommendations on new product initiatives and infrastructure development.It also approves the concepts and implementation of Mega Events.The committee meets four times a year,and extraordinary meetings can be convened if necessary.It comprises a chairman and eight Members from the Board,with the Ge

296、neral Manager,Event&Product Development acting as Committee Secretary.Staff and Finance Committee(SFC)The committee reviews and endorses financial matters,including financial policies,management control,audited annual accounts,and matters involving long-term financial commitment by the HKTB such as

297、office lease.It also reviews and endorses manpower planning,terms and conditions of employment,the creation and deletion of senior managerial positions,and the promotion of senior executives.The committee meets four times a year,and extraordinary meetings can be convened if necessary.It comprises a

298、chairman and six Members from the Board with the General Manager,Human Resources&Administration acting as Committee Secretary.Audit Committee(AC)This committee provides advice to the Board on the adequacy of internal controls and the effectiveness and efficiency of the HKTBs operations,and is author

299、ised to investigate any activities within its terms of reference.It reviews and endorses the annual audit plan to ensure adequate audit coverage of critical operations,reviews findings,recommendations and the implementation of actions arising from internal audit and other relevant authorities.It als

300、o reviews the annual audited financial statements before submission to the Board.The committee meets three times a year,and extraordinary meetings can be convened if necessary.It comprises a chairman and six Members from the Board,with the Director,Internal Audit acting as Committee Secretary.Qualit

301、y Tourism Services Committee(QTSC)This committee acts as the governing body of the Quality Tourism Services Scheme(QTS Scheme)and provides strategic input and advice to the Board on the development of the QTS Scheme.It also approves the assessment criteria,scheme rules,complaint handling policy and

302、pricing policy of the QTS Scheme.The committee meets twice a year,and extraordinary meetings can be convened if necessary.It comprises a chairman,six Members from the Board and four industry members,with the General Manager,Business Development acting as Committee Secretary.About UsHong Kong Tourism

303、 Board Annual Report 2021/22About UsHong Kong Tourism Board Annual Report 2021/229697Board Members Meeting Attendance For the year ended 31 March 2022(i)Appointment until 25 July 2022.(ii)Appointment effective from 1 August 2021.(iii)Appointment until 31 July 2021.*Committee Chairman as at 31 March

304、2022.Board MembersBoard MeetingMarketing&Business Development CommitteeProduct&Event CommitteeStaff&Finance CommitteeAudit CommitteeQuality Tourism Services CommitteeDr Y.K.Pang(Chairman)6/62/2*Ms Vivian Sum(Deputy Chairman)6/63/35/54/43/32/2Mr Abraham Chan5/64/42/3Mr Fong Lik-sun5/65/5Ms Margaret F

305、ong6/63/3Dr Allen Fung6/6Ms Mary Huen5/62/4Ms Rebecca Kwan6/63/33/4Ms Alice Kwok 6/63/34/4*Ms Lavinia Lau5/63/34/4Mr Clarence Leung(i)6/65/5*3/3Mr Jason Shum 6/65/53/3*Mr Ricky Szeto 6/65/52/2Ms Joyce Tam 6/65/54/42/2Mr James Wong6/63/33/3Mr Jason Wong5/63/3*2/2Mr Simon Wong6/63/52/2Ms Sonia Cheng6/

306、63/32/2Ms Vanessa Cheung5/64/53/3Mr Dennis Chow(ii)5/52/32/2Ms Carrie Yu(iii)1/11/1Internal Control and Compliance One of the Boards responsibilities is to ensure that satisfactory systems and procedures of internal control are in place.These procedures are to provide reasonable assurance that manag

307、ement policies are adhered to,assets are safeguarded,operations are efficient and effective,misconduct and errors are prevented or detected,accurate and complete accounting records are compiled,and financial information is prepared in a timely manner.An exception reporting mechanism is in place thro

308、ugh which cases of significant violation of internal rules and respective follow up actions are reported to the Board or its relevant committees.The compliance with legislations relevant to the HKTB is regularly reviewed by the internal Legal Counsel.The Internal Audit Division has an independent ro

309、le to evaluate the adequacy and effectiveness of the internal control.It formulates an audit plan yearly,covering the financial,operational and compliance control of functional units and worldwide offices.The Division has unrestricted access to information and personnel to perform its duties under t

310、he Internal Audit Charter.The Director,Internal Audit reports to the Executive Director and has direct access to the Audit Committee and its chairman,thereby ensuring his/her independence.Apart from internal audit,the HKTB also engages an external auditor to perform statutory audit.The Audit Committ

311、ee meets,at least once a year,with the external auditor without the presence of the HKTB Management,and agrees on the nature and scope of the statutory audit before the audit commences.Management Under the current organisation structure,the HKTBs activities are conducted through the following divisi

312、ons:Business Development Division Corporate Affairs Division Corporate Services Division Event&Product Development Division Human Resources&Administration Division Internal Audit Division Marketing Division MICE&Cruise Division Strategic Planning&Insights Division Technology&Digital Transformation D

313、ivision Worldwide OfficesAbout UsHong Kong Tourism Board Annual Report 2021/22About UsHong Kong Tourism Board Annual Report 2021/229899Other InformationAbout the HKTB The Hong Kong Tourist Association(HKTA),a Government-subvented statutory body established in 1957,was reconstituted as the Hong Kong

314、Tourism Board(HKTB)on 1 April 2001.Unlike the former HKTA,which was an association of members,the HKTB is a statutory body established under the Hong Kong Tourism Board Ordinance(Cap 302)and has no affiliation to any specific sector or organisation within the industry and is able to support the inte

315、rests of Hong Kongs tourism in its entirety.Primary Responsibilities&Missions The primary responsibilities of the HKTB are to market and promote Hong Kong as a destination worldwide,as well as to take initiatives to enhance visitors experiences upon their arrival.These include making recommendations

316、 to the Government and other relevant bodies on the range and quality of visitor facilities.The HKTBs missions are to maximise the social and economic contribution made by tourism to the community of Hong Kong,and to consolidate Hong Kongs position as a unique,world-class and most desired destinatio

317、n.Objectives The six objectives of the HKTB,as defined under the Hong Kong Tourism Board Ordinance,are:to endeavour to increase the contribution of tourism to Hong Kong;to promote Hong Kong globally as a leading international city in Asia and a world-class tourist destination;to promote the improvem

318、ent of facilities for visitors;to support the Government in promoting to the community the importance of tourism;to support,as appropriate,the activities of persons providing services for visitors to Hong Kong;to make recommendations to and advise the Chief Executive in relation to any measures whic

319、h may be taken to further any of the foregoing matters.Human Resources At 31 March 2022,the total HKTB headcount numbered 400,of whom 134 were stationed outside Hong Kong.The HKTB expects a high level of integrity from its employees,and acquaints its staff with code of conduct guidelines and procedu

320、res through training sessions and briefings.The Employees Handbook also provides full and specific guidance on employee behaviour.Advisory Role and Industry Functions For the year ended 31 March 2022The HKTB works closely with the tourism-related sectors and relevant Government departments through i

321、ts representation in the following strategy groups and forums:Advisory Committee on Cruise Industry Advisory Committee on Travel Agents Advisory Council of Asian Federation of Exhibition&Convention Associations Avenue of Stars Management Committee Audience Development Committee,Hong Kong Philharmoni

322、c Orchestra Aviation Development and Three-runway System Advisory Committee Cantonese Opera Advisory Committee Chinese Culinary Institute Training Board,Vocational Training Council Committee on Shopping-related Practices,Travel Industry Council of Hong Kong Committee on Taxi Service Quality,Transpor

323、t Department Executive Committee,Hong Kong Association for Customer Service Excellence Executive Committee,Hong Kong Association of Travel Agents Executive Committee,Hong Kong Exhibition&Convention Industry Association General Committee,Hong Kong Brand Development Council Hong Kong Marathon Organisi

324、ng Committee Hong Kong Trade Development Council Hotel,Catering and Tourism Training Board,Vocational Training Council Inbound Committee,Travel Industry Council of Hong Kong Mainland China Inbound Tour Affairs Committee,Travel Industry Council of Hong Kong Retail&Tourism Committee,Hong Kong General

325、Chamber of Commerce The Hong Kong Association of Registered Tour Co-ordinators Tourism Strategy Group Vetting Committee,Training Programme Subsidy Scheme under the Travel Industry Training Fund,Travel Industry Council of Hong Kong Lantau Development Advisory CommitteeIn addition,the HKTB contributes

326、 to the tourism and related industries by partnering with the following organisations:GuangdongHong KongMacao Tourism Marketing Organisation Pacific Asia Travel Association(PATA)World Tourism Organisation(UNWTO)About UsHong Kong Tourism Board Annual Report 2021/22About UsHong Kong Tourism Board Annu

327、al Report 2021/22100101Independent auditors report to the Hong Kong Tourism Board(Established under the Hong Kong Tourist Association Ordinance and reconstituted under the Hong Kong Tourist Association(Amendment)Ordinance 2001 and the Hong Kong Tourism Board Ordinance)OpinionWe have audited the cons

328、olidated financial statements of the Hong Kong Tourism Board(“the Board”)and its subsidiary(together“the Group”)set out on pages 105 to 148,which comprise the consolidated and the Boards statements of financial position as at 31 March 2022,the consolidated statement of comprehensive income,the conso

329、lidated statement of changes in reserves and the consolidated statement of cash flows for the year then ended and notes to the consolidated financial statements,including a summary of significant accounting policies.In our opinion,the consolidated financial statements give a true and fair view of th

330、e financial position of the Board and of the Group as at 31 March 2022 and of the Groups consolidated financial performance and its consolidated cash flows for the year then ended in accordance with Hong Kong Financial Reporting Standards(“HKFRSs”)issued by the Hong Kong Institute of Certified Publi

331、c Accountants(“HKICPA”).Basis for opinionWe conducted our audit in accordance with Hong Kong Standards on Auditing(“HKSAs”)issued by the HKICPA.Our responsibilities under those standards are further described in the Auditors responsibilities for the audit of the consolidated financial statements sec

332、tion of our report.We are independent of the Group in accordance with the HKICPAs Code of Ethics for Professional Accountants(“the Code”)and we have fulfilled our other ethical responsibilities in accordance with the Code.We believe that the audit evidence we have obtained is sufficient and appropri

333、ate to provide a basis for our opinion.Information other than the consolidated financial statements and auditors report thereonThe members of the Board are responsible for the other information.The other information comprises all the information included in the annual report,other than the consolidated financial statements and our auditors report thereon.Our opinion on the consolidated financial s