Hong Kong Tourism Board appoints Official Representative in the Middle East

The Hong Kong Tourism Board (HKTB) has appointed Dubai-based GAA-Marta Consulting as its official representative in the Middle East region. The appointment will enable the HKTB to further tap the Middle East market, which is identified as one of the emerging visitor source markets for Hong Kong.

“With the appointment of GAA-Marta Consulting, we are in a better position to unleash the full potential of this emerging market and forge more direct communications with travel trade and media in the Middle East, thereby reinforcing Hong Kong’s presence in the region and fuelling the long-term growth of Hong Kong’s tourism industry,” said Mr James Tien, Chairman of the HKTB.

“We will strategically target family visitors and luxury leisure segments in the Gulf Cooperation Council (GCC) region in the Middle East. Supported by our research study about the interest and travel pattern of consumers in the GCC, our promotion will anchor on Hong Kong’s core strengths in sightseeing, shopping as well as family-friendly attractions such as theme parks.”

With the appointment of a representative in Dubai, the next step for the HKTB is to boost publicity for Hong Kong and organise familiarisation trips for local trade and media to help them understand more about the city and encourage its promotion through their networks, thereby enhancing the awareness of Hong Kong among consumers in the region.

In addition, the HKTB will leverage on various effective channels and marketing platforms to highlight the core strengths and attractions of Hong Kong. The Board will also ride on the city’s seasonal promotional windows, and collaborate with major airline and travel agents to tailor tour packages for holidaymakers from the GCC region.

In the past three years, arrivals from the Middle East have recorded exceptional growth, achieving an average of close to 25% growth. According to surveys of the HKTB, per capita spending of the overnight Middle East tourists reached HK$6,444 in 2007, the fourth highest amongst all markets.

Established in 1981, GCC consists of six members namely Saudi Arabia, Bahrain, Qatar, Kuwait, Oman and United Arab Emirates.

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