The news came as a hammer- blow to the HKTB, already reeling from the charge that Tien’s appointment lacked credibility, given his non-existent tourism background.
Surprisingly, the story spread across Asia - with markets as far flung as Australia and New Zealand reporting the events. With competition for Hong Kong’s tourist dollar remaining fierce, the HKTB can ill-afford negative publicity.
Tien, for his part, suggested a change in the relevant law to forbid shop owners from running retail or similar businesses again if they have been caught cheating consumers a certain number of times.
In addition, the HKTB will launch a series of promotions for the ‘Honest & Quality Hong Kong Tour’ and the ‘Quality Tourism Services’ scheme in the mainland, to build a positive image of Hong Kong. The Hong Kong Government has also extended the 100 per cent refund scheme for tourists joining package tours from 14 days to 180 days.
But few are convinced that the measures will alleviate the damage to the HKTB’s image, particularly given that the HKTB still has some way to go if it is to improve the common local perception of being a lavish spender of taxpayer money. More crucially, with Macau’s casino and tourism industry heating up, the danger must be that Hong Kong’s ‘little neighbour’ is luring many mainland tourists away from the SAR, particularly its core target audience in China’s Guangdong province.
For a long time, the tourism industry has been one of Hong Kong’s economic pillars. With his feet barely under his new desk, Tien has his hands full improving the image of HKTB and Hong Kong tourism on a sustainable basis.
Fact Box
Visitor figures to Hong Kong numbered almost 2.17 million in January 2007, which represents a one per cent drop compared with same month in 2006.
The total number of visitors arriving in Macau jumped from 18.7 million in 2005 to almost 22 million for 2006, an increase of 17.5 per cent.
Richard Kwang, founder /CEO, Strategic Marketing Group
The excitement, the fun and the glamour of Hong Kong should come out of Hong Kong rather than the Hong Kong Tourism Board (HKTB) going out to the world to promote, crusade and recruit visitors.
People out there generally don’t care what the HKTB says about how great Hong Kong is. Much more impact is achieved through positive, interesting and exciting stories in reputable international publications; stories which will attain emotional appeal and develop curiosity and anticipation, to entice people to see Hong Kong for themselves.
Hong Kong should also ride on its existing successes like the Rugby Sevens and the dragon boat races, but expand the number of events to make Hong Kong a year-round colourful destination for tourists from around the world.
There are many creative entrepreneurial operators in Hong Kong who could help, if the HKTB would only open its ‘closed door’ to work with capable individuals outside its dynasty.
Overall, what is required is the art of creative marketing, with well-planned strategies and tactics, to promote Hong Kong to potential visitors, as opposed to selling to potential buyers.
Martin Spurrier, chairman, Edelman Hong Kong
What brand?. I fail to ‘See it’, ‘Sense it’ or ‘Celebrate it’. Serious tourism players I have spoken to indicated that while the Hong Kong Tourism Board performs a useful logistical and promotional role overseas, it contributes little to Hong Kong’s brand.
The consensus is that Hong Kong has no ‘managed’ tourism brand. In fairness, there are arguments as to whether a destination can be branded. However, in Hong Kong’s case, with two or three other
Government-funded bodies issuing conflicting propaganda and logos and slogans, we are maximising our chances of confusing people with mixed messages.
The furor ignited over the new HKTB chairman’s zero-relevant experience occurred because the industry saw this as an opportunity lost to ‘Get it’ right. So, with the top post a political sinecure, what’s the chance of finding an inspirational executive director (whose job is open) to drive a brand?
To develop a Hong Kong brand (or is it a Hong Kong tourism brand?), we desperately need a leader with imagination, a point of view, a track record, respect from the industry, and a desire to be collegiate. We need single-mindedness and focus. Then we might be able to ‘Celebrate it’.
