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HKTB spends $56m on digital to promote Hong Kong

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The Hong Kong Tourism Board is seriously looking at the potential of social media to boost the city’s tourism industry, as it will spend $56 million to promote Hong Kong on digital media this financial year.Social media is going to form a large part of HKTB's digital marketing strategies, earlier this year, a dedicated Hong Kong page has been set up on TripAdvisor that consolidates all Hong Kong-related content and hyperlinks to its website DiscoverHongKong.com.The board said DiscoverHongKong.com garnered almost 90 million page views last year and 240,000 downloads on its mobile app My Hong Kong Guide, which includes introductions to local attractions, itineraries for tourists and e-coupons. Some three million page views on the Hong Kong Insider's Guide website and its tablet app.Tina Chao, general manager of marketing said, travellers' beahaviour has changed, as they value experience above everything else and they trust other travellers. Therefore, the institution decided to engage travellers around the world on different social media platforms.The board has teamed up with digital influencers for several campaigns that attracted a combined 14.3 million followers. They include American Youtuber Fung Bros, Family Vlogger Evan Tube HD,Taiwanese TV host Rima Zeidan, Instagrammer Beautiful Destinations and Paper Boyo.READ MORE: HKTB taps influencers to discover hidden gems in Hong KongChao said response from a user-generated content project that collected travellers' stories on Hong Kong on social media was good, which has garnered over some four million view on the website.Sarah Matthews, head of destination marketing at TripAdvisor Asia Pacific said they need to update information about attractions and restaurants in Hong Kong to attract more travelers to the city.

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