Hong Kong Puts £13m Behind Global Events Push

by Susie Harwood

UK named as one of six key territories as destination targets buyers

The Hong Kong Tourism Board (HKTB) has launched a new initiative aimed at growing its C&I market share in the UK.

At an event at County Hall earlier this week, HKTB unveiled its new dedicated MICE branding - 'Meetings & Exhibitions Hong Kong' (MEHK) - to UK buyers.

The UK is one of six key MICE markets worldwide identified by the Hong Kong Tourism Board (HKTB).

Supported by £13m of worldwide funding from the Hong Kong government, MEHK will include a range of initiatives designed to increase C&I business already worth a total of £960m to the destination.

An integrated marketing campaign, entitled 'Hong Kong - Converging Possibilities,' will include new advertising and a direct-mail campaign - targeting the meetings and incentives segments, as well as professional associations - plus seminars, workshops, and corporate dinners.

A dedicated MEHK website has also been established at www.mehongkong.com, which will offer an interactive itinerary planning tool.