The Hong Kong Tourism Board (HKTB) successfully concluded its first travel mission to the Gulf Cooperation Council (GCC) from 7 to 9 October.

The HKTB met with travel partners from the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA) whilst showcasing the territory’s best attractions.

This year’s mission showcased Hong Kong’s growing appeal among travellers from the GCC, with the city welcoming 19,273  visitors between January and August 2024. This shows an increase of 124 percent from figures seen last year. 

The visitor numbers for the first half of 2024 alone nearly matched the total number of arrivals from the GCC in 2023, reflecting Hong Kong’s growing reputation as a premier destination for luxury travellers.

HKTB director for South Asia and the Middle East Puneet Kumar said of the mission: “We are pleased with the strong recovery in GCC visitor numbers, which underscores the region’s growing interest in Hong Kong’s offerings. From luxury shopping and dining to rich cultural and heritage experiences, Hong Kong provides an array of unique attractions for GCC tourists. Our engagement with the travel trade fraternity in Riyadh and Dubai gave us the confidence that we will be able to attract more visitors to Hong Kong, with their strong support. We are dedicated to ensuring travellers’ travel experiences are memorable, and we look forward to welcoming even more visitors from the region.”

Key strategies

As part of its 2024-2025 tourism marketing strategy, HKTB aims to position Hong Kong as a premium destination targeting families, experiential travellers, MICE (Meetings, Incentives, Conferences and Exhibitions) and leisure travellers through various B2B and B2C activities like destination workshops, e-learning, digital marketing and joint collaborations with travel agents, airlines, media.

In the coming months, Hong Kong will host several large-scale events, including the Hong Kong Taste Around Town festival, Winterfest, and the New Year Countdown. Additionally, cultural and sporting highlights such as Art Basel, Hong Kong Rugby Sevens and the Dragon Boat Races are expected to draw visitors from around the globe.

For Muslim travellers, Hong Kong offers a wide range of Halal food options, prayer room facilities, and Muslim-friendly hotels, with resources available in English and Arabic on the Discover Hong Kong website.

A Hong Kong showcase

The roadshow featured a distinguished delegation of 30 key Hong Kong trade partners, including representatives from iconic attractions, luxury hotels and destination management companies (DMCs). 

The event likewise attracted over 200 travel agents from across the GCC, providing them with an in-depth understanding of Hong Kong’s premium offerings tailored for affluent travellers.

The HKTB’s brand-new initiative “Travel in Luxe” especially curated for GCC market captivated attendees with an array of luxury experiences, including helicopter tours over Hong Kong’s skyline, VIP access to Hong Kong Disneyland’s “Momentous Nighttime Spectacular,” private shopping concierge services, and exclusive dining experiences. 

Attendees were also introduced to bespoke cultural activities like private Cantonese opera at the Xiqu Centre and horse-racing events hosted by the Hong Kong Jockey Club.