Cheng, though, said the city could welcome visitors from selected markets by the end of the year
The Hong Kong Tourism Board’s (HKTB) 2021/22 work plan will be split into two phases; its short-term focus will be to encourage visitors to return as soon as possible.
When borders reopen and global travel resumes, the HKTB will launch its Open House Hong Kong campaign. This will aim to attract previous and new visitors through "tactical offers and exclusive experiences", according to the HKTB.
Medium- to long-term, the HKTB will review the city’s tourism brand and positioning; and following the resumption of travel, it will embark on larger-scale, multi-channel promotions.
This will include digital marketing in key source markets, as well as media and tour operation partnerships presenting a "reinvented tourism image" for the city.
The tourist board will also develop new multi-destination partnerships with other cities in the Greater Bay Area, including Macao and Guangzhou, to boost its reputation as a "gateway into mainland China".
Its work plan, said the HKTB, will "complement existing initiatives" to support the travel trade, as well as cruise sector.
However, Cheng, executive director of the HKTB, warned it would be some time before the city reopens to international arrivals.
“Despite the start of vaccinations against Covid-19 worldwide, the pandemic situation remains volatile and unpredictable," said Cheng.
"We consider it unlikely Hong Kong will see a full resumption of cross-border travel in the next three to six months. However, we do expect it to be possible for Hong Kong to welcome tourists from selected markets."
Cheng said supporting the trade was one of the tourist board’s two major areas of focus, alongside ensuring the city continued to feature on the international stage.
"We anticipate competition for tourists will be intense once the pandemic is over, with rival markets going to great lengths to bring visitors back," Cheng added.
"The HKTB is therefore setting aside resources for large-scale promotions so that Hong Kong will stand out against competing destinations."
