Session No. 5 File name : cedb(cit)- doc
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Question : One of the matters requiring special attention of the Hong Kong Tourism Board (HKTB) in 2010-11 is to “create an umbrella year-round offer with strategic partners like credit card companies and shopping malls to cross-sell Hong Kong” (a) Regarding the above “matter requiring special attention”, how will the HKTB partner the credit card companies and what promotional activities will be carried out to promote Hong Kong? What will be the estimated expenditure for the partnership with the credit card companies? (b) Which and how many “shopping malls” will the HKTB partner in promoting Hong Kong? What are the specific partnership plans and promotional activities? What will be the estimated expenditure? Asked by : Hon. TSE Wai-chun, Paul Reply : In 2010-11, the Hong Kong Tourism Board (HKTB) will co-operate with banks and card issuing authorities in the Mainland, local credit card companies and shopping malls to launch publicity activities during the six promotional periods of the “Festive Hong Kong 2010” and other peak travel seasons so as to encourage visitors to come and spend in Hong Kong. (a) In 2010-11, the HKTB plans to launch promotion with banks and card issuing authorities in the Mainland during three long holiday periods (Lunar New Year, Labour Day and National Day). The promotion will feature special shopping offers and privileges for Mainland visitors to entice their visits and spending. The estimated expenditure for the above promotion is $1.5 million. Besides, to enlarge the scale of the events and strengthen the publicity, the HKTB will join hands with credit card companies to launch promotion (such as lucky draw) during the mega event period (such as Hong Kong Summer Spectacular and Hong Kong WinterFest) to stimulate visitors’ spending. The HKTB will also seek for sponsorship and support from credit card companies, and make use of their diverse and effective promotional channels to disseminate information about the latest offers and mega events in Hong Kong to the target visitor segments. Since these initiatives are part of the promotional efforts of the mega events, the related expenditure is included in the budget for the mega events, and cannot be listed separately. (b) Throughout the year, the HKTB will co-operate with about 20 large shopping malls in major tourist districts (such as Tsim Sha Tsui, Causeway Bay and Sha Tin) to promote themed activities of interest to visitors, and to bundle shopping and dining offers by the shopping malls so as to stimulate visitors’ spending. These promotions create a win-win situation by attracting travellers to visit Hong Kong, generating business opportunities for the participating parties and local tourism-related sectors, and enabling visitors to enjoy offers of great value. These initiatives will be implemented with the existing manpower and resources of the HKTB (such as its website and promotional materials for mega events), and will not incur additional expenditure.
Directory: citb -> doc doc -> 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 Download 4.7 Mb. Share with your friends:
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