Hong Kong Tourism Board – PR Summit 2011

During my tenure at Buzz PR as an Image Manager, I had the privilege of managing the Hong Kong Tourism Board (HKTB) account in India. One of the highlights of this role was being selected to attend the Hong Kong Tourism Board PR Summit 2011, held at the HKTB headquarters. As the prime account manager for India, it was both an honor and a valuable opportunity to represent my market at this global gathering.

The summit brought together 20 PR professionals from across the world, each representing HKTB in their respective countries. The objective was twofold: first, to familiarize ourselves with Hong Kong as a destination, enabling us to promote it more effectively to our local media; and second, to share our campaign results and future strategies, aligning on HKTB’s global vision.

Immersing in Hong Kong – Experiential Itinerary

To truly understand the city and craft compelling narratives for media back home, the HKTB marketing team curated an immersive itinerary. Each experience opened unique story angles for PR pitches:

Asia Society Hong Kong Centre
A cultural hub showcasing Hong Kong’s role as a connector of East and West.

  • Visiting this space provided the foundation for stories around arts, culture, and intellectual exchange, appealing strongly to India’s growing interest in cultural tourism.
  • Easy Dining and Cooking 123 Studio
    A hands-on experience where we learned simple Cantonese recipes. This provided a relatable hook for lifestyle journalists—bringing Hong Kong’s cuisine to Indian homes while positioning the destination as a culinary hotspot.
  • House of Jasmin at Harbour City Mall
    Exploring one of Hong Kong’s premium retail experiences reinforced the city’s image as a global shopping capital. It gave us tangible content for fashion and lifestyle media.
  • Secret Tour in Local District (Kowloon City)
    This off-the-beaten-path tour included the Kowloon Walled City, traditional public estates, Chi Wan Temple, and Hong Kong’s oldest Chinese restaurant. These encounters helped frame narratives around heritage, local life, and authentic travel experiences—a refreshing contrast to Hong Kong’s well-known urban glamour.
  • Ngong Ping 360 & Po Lin Monastery
    The cable car ride to Ngong Ping Village, followed by a guided monastery tour, was an inspiring experience. It gave us spiritual and wellness-oriented storylines, highly relevant to Indian travelers who value cultural depth and mindfulness.
  • Tai O Fishing Village & Tai O Heritage Hotel
    The charm of this quaint fishing village and the restored heritage hotel offered human-interest angles around tradition, sustainability, and preservation—ideal for long-form travel features.
  • Ocean Park
    Visiting one of Asia’s most renowned theme parks showcased Hong Kong’s family-friendly side, broadening the destination’s appeal beyond business and shopping.

Each element of the itinerary translated into story ideas for our media in India, from lifestyle features to cultural explorations and travel supplements.

Strategic Insights – Boardroom Sessions

The final day of the summit was spent in intensive boardroom sessions with HKTB’s senior leadership. This was a rare opportunity to gain direct insights into the organization’s priorities and direction. Key highlights included:

  • Introduction & Briefing by the General Manager – Corporate Affairs
  • PR Direction for 2012/2013 presented by the GM, setting a clear vision for how HKTB wanted its image projected globally.
  • Business Development Update, emphasizing tourism growth targets and emerging markets
  • Greetings by the Executive Director, underscoring the strategic role of PR in shaping perceptions
  • Branding & Digital Marketing Update, showcasing innovations in global outreach and online engagement
  • Event and Product Update, highlighting new attractions and experiences to position Hong Kong as a dynamic, evolving destination

These sessions allowed all international PR representatives to align on common goals while tailoring strategies to local markets.

Reflections

The PR Summit was more than just an industry gathering—it was a truly inclusive experience. Meeting 19 fellow PR professionals from around the globe not only fostered collaboration but also opened perspectives on how different markets approached promoting Hong Kong.

For me, the summit solidified my understanding of the city’s landscape—its blend of tradition and modernity, its culinary and cultural diversity, and its unique position in global tourism. Armed with this firsthand knowledge, I was able to craft richer PR stories and campaign ideas for the Indian market, making our pitches more authentic and impactful.

The Hong Kong Tourism Board PR Summit 2011 was a perfect example of how immersive experiences, strategic discussions, and global collaboration come together to create stronger, more resonant campaigns. It remains one of the most enriching experiences of my career in PR.