Replies to initial written questions raised by Finance Committee Members in examining the Estimates of Expenditure 2012-13 Director of Bureau : Secretary for Commerce and Economic Development Session No. 12 File name : cedb(cit)- doc
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Question : The Administration will continue its promotion work in key source markets and expand its marketing efforts in emerging markets to attract visitors. In this regard, please inform this Committee: (a) the places where the Administration has promoted Hong Kong’s tourist attractions in 2011 and the expenditures involved; (b) the channels through which the Administration intends to promote Hong Kong’s tourist attractions, the estimated expenditure involved and the targets of promotion; (c) the details of the Administration’s plans to cooperate with leading international and regional TV channels in the coming year and the estimated expenditures involved. Asked by : Hon. IP Wai-ming Reply : (a) - (b) In 2011-12, the Hong Kong Tourism Board (HKTB) launched promotional activities in 20 key source markets around the world. In 2012-13, HKTB will maintain a diverse marketing portfolio while focusing on these 20 markets in attracting visitors to Hong Kong. Targeting at the high potential visitor segments in different markets, such as family and young visitors in short-haul markets and senior citizens in long-haul ones, HKTB will devise marketing strategies and campaigns catering for the interests of different visitor segments. In addition to working with airlines and travel agencies in developing and launching tactical promotion of travel packages in various themes, HKTB will raise Hong Kong’s profile through various channels such as television, radio, publications, as well as public relations and media activities. In recent years, HKTB has also strengthened the use of digital channels including the Internet, online sharing sites, social media and smartphone applications to publicise Hong Kong. The marketing expenditure of HKTB in the 20 key visitor source markets in 2011-12 (revised estimate) and the proposed budget in 2012-13 are as follows:
Remark: Due to rounding, the total may differ from the sum of individual figures. (c) In 2012-13, HKTB will produce and distribute video news releases of HKTB’s mega events, such as the Dragon Boat Carnival and the Wine and Dine Festival, as well as unique local festivities in Hong Kong to news channels of TV networks worldwide. In addition, HKTB will invite popular international and regional TV channels, such as CNN, Discovery Channel, National Geographic, CNBC, BBC World and Travel Channel, to cover the diverse tourism offerings of Hong Kong. HKTB will also pitch international production companies to film their food and lifestyle programmes in Hong Kong, so as to increase worldwide exposure for Hong Kong. In 2012-13, HKTB has earmarked $32.8 million for implementing its global public relations initiatives, including the expenditure on co-operation with international and regional TV networks. Details of the partnerships and expenditure to be incurred can only be finalised by HKTB after discussion with individual networks.
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