Hong Kong Tourism Board will dedicate 30% of its $182 million marketing budget to lure more Mainland tourists. Despite seeing a 10% growth in 2011, registering over 42 million visitors with a total expenditure of more than HK$253 billion, HKTB has predicted modest growth rate of 5.5% in 2012. Anthony Lau, executive director at HKTB, is banking on continued growth from Mainland China to bolster numbers. He said it would increase its marketing budget to HK$182 million and focus on 20 key markets across the globe, mainly promoting tourism in Mainland China. A hefty 30% of the budget will be allocated to the Mainland market, totaling HK$42 million, an increase of 10%, over the past year.
This is an opportunity for Hong Kong Disneyland because an increase amount of mainland tourists creates more revenue for theme parks in admissions. Since there are 2 main theme parks in Hong Kong, tourists are bound to visit Disneyland. Furthermore, Disneyland has been fairly popular among mainland toursits; so in terms of promotion Disney can have special activities or entertainment especially for mainlanders.
http://www.marketing-interactive.com/news/31147
Hillary
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