MarketingTo improve its branding luck, HKTB is tapping the power of 'super fans' to amplify love for the destination.

Hong Kong's guide to tourism recovery in Year of Ox

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Fengshui master Thierry Chow shopping on Upper Lascar Row, as seen during a virtual tour organised by HKTB as part of its Fortunes in Hong Kong CNY campaign.
Fengshui master Thierry Chow shopping on Upper Lascar Row, as seen during a virtual tour organised by HKTB as part of its Fortunes in Hong Kong CNY campaign.

Hong Kong Tourism Board (HKTB) is inviting an influential list of ‘super fans’ globally to promote the destination, in hopes that the word-of-mouth campaign will fuel tourism recovery when international travel is possible again.

“The Hong Kong Super Fans programme is an important and integral element of the HKTB’s tourism recovery plan," said HKTB executive director Dane Cheng. "We expect that the first batch of visitors to return will be those who have an enduring love for Hong Kong and people with connections to the city."

“We hope the social influence and heartfelt passion of these fans in Hong Kong, the Mainland, and overseas markets will spread positive word-of-mouth endorsement, encouraging visitors from markets worldwide to head to Hong Kong as soon as cross-border travel resumes.”

HKTB is leveraging the social influence of its 'super fans' from around the world to promote their love for the city. The list includes Korean fashion designer Nikki Lee, Thai actress Nok Sikrin and Hong Kong-based Chinese influencer Cocoa Zhou.
HKTB is leveraging the social influence of its 'super fans' from around the world to promote their love for the city. The list includes Korean fashion designer Nikki Lee, Thai actress Nok Sikrin and Hong Kong-based Chinese influencer Cocoa Zhou. Photo Credit: Hong Kong Tourism Board

One such super-influencer fan is former French prime minister’s son Arthur de Villepin. The art gallery owner of Villepin Art Gallery slash globetrotter has made Hong Kong his home, stating that the destination boasts "one of the strongest art scenes in Asia with so many art fairs and amazing international-standard galleries".

He adds that he plans to invite his friends from France over to enjoy Hong Kong's "unique vibe," following his invite from HKTB.

Apart from expatriates living in Hong Kong, the tourism body is also inviting friends and fans of the destination through its worldwide offices in 20 key source markets to become Hong Kong Super Fans.

To date, HKTB has already amassed quite the group of fans, including Korean fashion designer Nikki Lee, Thai actress Nok Sikrin, as well as Mainland influencer Cocoa Zhou, who lives in Hong Kong. The other fans invited hail across Asia, Australasia, Europe, and the Americas.

HKTB Executive Director Mr Dane Cheng
HKTB executive director Dane Cheng shows his calligraphy skills in a Chinese New Year Virtual Tour. Photo Credit: Hong Kong Tourism Board

HKTB will host a series of online events so the 220 and counting super fans will be able to share tips on the city’s delicacies, arts, culture, and natural scenery with friends and followers.

Kicking things off is a Chinese New Year Virtual Tour, giving worldwide audiences a glimpse into the local celebratory customs such as visiting the Man Mo Temple in Central, a feng shui décor store in Lascar Row, a fai chun stand in Shin Hing Street, and a traditional candied fruit grocery store.

Travel Weekly Asia joined the virtual tour for media on 10 February, where feng shui designer Thierry Chow also dispensed tips to improve luck and prosperity in the Lunar New Year. These include placing green plants on the east side of your home to enhance career prosperity and placing round metalware such as the copper bowl in the west side to improve health.

The most important tip for travel industry members? Place a bronze horse at the southeast corner to increase your chances of travelling in the Year of the Ox.

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