Hong Kong puts £13m behind global events push

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

Hong Kong marketing drive unveiled to UK this week
Hong Kong marketing drive unveiled to UK this week

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.
 

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