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    Hong Kong announces tourism revival plan

    The Hong Kong Tourism Board (HKTB) has announced a revival plan that highlights Hong Kong’s vibrant developments and new experiences, aiming to generate a positive ambience and make the city a top-of-mind destination for worldwide travelers when travel resumes.
    “The fifth wave of the pandemic is subsiding. Hong Kong’s daily life and economic activities are now gradually returning to normal, allowing us to stage large-scale events and prepare to welcome back visitors”
    With the theme “Together Towards New Horizons”, Tourism Update 2022 attracted 3,200 trade representatives from travel agencies, attractions, hotels, airlines, retailers, restaurants, and meeting and exhibition organisers from Hong Kong, Mainland China, and overseas markets. The HKTB shared insights into the latest tourism trends and its work plan for the coming year.
    In his opening remarks, HKTB Chairman Dr. Y K Pang highlighted Hong Kong’s return to normality. “The fifth wave of the pandemic is subsiding. Hong Kong’s daily life and economic activities are now gradually returning to normal, allowing us to stage large-scale events and prepare to welcome back visitors,” said Dr. Pang.
    “Throughout the pandemic, Hong Kong never stopped building and upgrading its tourism infrastructure. We will see the grand opening of the Hong Kong Palace Museum this summer, while the third runway at Hong Kong International Airport is expected to go into service within the next couple of years. With these new infrastructure elements and the support of the Central and Hong Kong SAR Governments, Hong Kong’s competitive edge has held firm and we can head towards new horizons with confidence.”ADVERTISEMENTIn his presentation of the work plan for the coming year, HKTB Executive Director Dane Cheng described how the HKTB will focus first on generating a positive ambience in the city, stimulating consumption, and maintaining Hong Kong’s profile globally by launching “Hong Kong Summer Treats”. The campaign will provide a wide range of discounts and promotional offerings, and will begin with “Arts in Hong Kong” – a campaign that supports international art and cultural events, such as Art Basel, which will return in a physical format.
    When social distancing measures are further relaxed, the HKTB will arrange more world-class events in phases, including the Hong Kong Wine & Dine Festival and Hong Kong WinterFest, and give its support to other high-profile events such as the Hong Kong Sevens.
    Mr. Cheng stressed the importance of ensuring a recovery at home in the run-up to the return of worldwide visitors. “These promotions will generate a positive ambience in Hong Kong and demonstrate how we have returned to normal. The HKTB will then launch extensive promotions, including the tactical ‘Open House Hong Kong’ campaign, to welcome back visitors when the time is right. To better respond to market needs, we will also strive to enhance the visitor journey into a seamless experience through a comprehensive digital transformation,” said Mr. Cheng.
    “The HKTB has conducted extensive research in 16 markets and found Hong Kong is still well-loved by travelers worldwide. They have specifically identified some major driving factors to visit Hong Kong, including cleanliness, local culture, in-depth experiences, unique cuisine, high accessibility, and ease of communications. These factors are not only core strengths of Hong Kong but also match the trends and tastes of the post-COVID travel era.”
    Mr. Cheng added, “With our solid tourism foundations, our status as an East-meets-West center for international cultural exchange, our position at the heart of the dynamic Greater Bay Area, and our wealth of new tourism assets and infrastructure, Hong Kong’s tourism future is full of potential.”
    Guest speakers from major organisations also outlined new developments to further enhance Hong Kong’s world-class tourism infrastructure.
    The West Kowloon Cultural District is one of Hong Kong’s major arts and cultural projects. Its contemporary art museum M+ opened last year and the Hong Kong Palace Museum will welcome its first visitors this summer. Speaking at the event, Chief Executive Officer of the West Kowloon Cultural District Mrs. Betty Fung said, “As a unique cultural hub with unrivaled connectivity in Hong Kong and Asia, WKCD presents the best of the eastern and western culture to visitors, from Chinese arts and antiquities to contemporary visual culture, and offers visitors a holistic experience blending arts and culture with retail, dining and entertainment.”
    Hong Kong International Airport plays a pivotal role in maintaining the city’s status as a leading international aviation hub. Airport Authority Hong Kong Executive Director (Airport Operations) Mrs. Vivian Cheung said, “In addition to maintaining our aviation hub status, our strategy is to transform Hong Kong International Airport from a city airport into an Airport City, developing ourselves into a destination in itself for visitors. The Airport City aims to attract global visitors through its wide range of offerings in retail, dining, entertainment and leisure, while providing a business platform through its convention and exhibition facilities. In parallel, we are further enhancing the airport’s sea and land connectivity with the Guangdong-Hong Kong-Macao Greater Bay Area, with a view to facilitating a seamless journey for the 70 million people in the region to visit the Airport City.”
    The integration of culture, sports, and tourism is a key development direction. General Director (Commercial) of Kai Tak Sports Park Mr. James Irvine said, “As one of the most significant sports infrastructures in Hong Kong, Kai Tak Sports Park will add vibrancy to the city’s dynamic tourism landscape with its world-class sports, leisure and entertainment experiences. A first-of-its-kind destination set in the heart of the city will bring the global community to Hong Kong.”
    Hong Kong is nominated as the World’s Leading City Break Destination 2021 by World Travel Awards.

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    Return of travel demand fuels growth for Seera Group

    Seera Group, the leading provider of diverse travel services, has today reported substantial growth across all travel verticals for the first quarter 2022 compared to the previous year. The Group’s gross booking value (GBV) increased by 87% for Q1 2022 to SAR 1.6 billion compared to SAR 873 million in Q1 2021, illustrating a dramatic rebound in travel demand following the easing of COVID restrictions.
    Seera Group has achieved higher revenues, growing from SAR 186 million in Q1 2021 to SAR 493 million in revenue for Q1 2022, an increase of 165%. The success of the Group has been attributed to its investment in state-of-the-art technology platforms and focus on streamlining business operations to improve efficiency, leading to gross profit increasing by 169% to SAR 158 million in Q1 2022, up from SAR 59 million in Q1 2021.
    Almosafer, Seera’s travel business, has achieved 52% growth in GBV, from SAR 647 million in Q1 2021 to SAR 984 million in Q1 2022. The growth has predominantly been driven by consumer demand which has already returned to Q1 2019 levels. Almosafer’s consumer travel segment reported an increase in GBV of 122%, from SAR 261 million in Q1 2021 to SAR 580 million in Q1 2022, as both domestic and international travel demand is strong, with 720,000 flight segments and 325,000 room nights sold in Q1 2022, an increase of 106% and 192% respectively in comparison to Q1 2021.
    The removal of many travel restrictions across the world has unleashed pent-up demand from travellers while interest in domestic tourism remains high, with Saudi Arabia’s many entertainment events drawing travellers across the Kingdom.
    Revenue for Almosafer grew by 370% from 12 million SAR in Q1 2021 to 57 million SAR in Q1 2022. The increase in revenue has been driven by the strength of the consumer brand and increased pricing power. Almosafer’s revolutionary omni-channel approach, 24/7 travel advisory across platforms and pioneering digital capabilities providing seamless booking services to consumers resulted in 32 million sessions on the platform in Q1 2022, an increase of 404% from Q1 2021. ADVERTISEMENTp >Lumi, Seera’s car rental and leasing brand, has continued its strong trajectory of growth as revenue has increased by 44% from SAR 112 million in Q1 2021 to SAR 161 million in Q1 2022. Backed by large-scale leasing agreements with major government and corporate entities, Lumi continues to distinguish itself from competitors with its large fleet of well-maintained cars at competitive prices. In the past year, Lumi has expanded its fleet by 40% with currently over 17,000 vehicles.
    Lumi’s growth has also been propelled by the Kingdom’s vast leisure tourism and growing entertainment sector with events providing incentives for people to travel. The company’s focus on digital innovation is also a strong contributing factor to its success. Its mobile application, which cuts down pick-up time from 15 minutes to less than five minutes, and user-friendly online portal enhances customer experiences by reducing the time for booking and managing cars and improving convenience. In Q1 2022, revenue generated through Lumi’s online platforms grew 44% month on month.
    Discover Saudi, Seera’s integrated destination management company (DMC), has increased its GBV by 135% to SAR 44 million in Q1 2022, up from SAR 19 million in Q1 2021. Discover Saudi, which aims to become the primary DMC for inbound tourism and support the goals of Saudi Vision 2030 to bring 100 million visitors annually by 2030, has hosted 2500 inbound travellers to the Kingdom in Q1 2022. Building on its trusted reputation as the Kingdom’s leading DMC, Discover Saudi was entrusted to deliver travel transport and accommodation services for some of the Kingdom’s largest events including Saudi Cup, Dakar Rally and Extreme E.
    Majed Alnefaie, CEO at Seera Group, said: “2022 has kicked off with an incredibly positive start to the year. As the Kingdom’s national champion for the travel and tourism sector, we will continue to drive forward Vision 2030’s tourism agenda as an investor and enabler in innovative and aspirational businesses. Travel is back and 2022 is going to be a very positive year for Seera Group and the travel industry as a whole.”
    more information at www.seera.sa/en/

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    Prince Harry takes part in TV skit promoting his new sustainable travel campaign

    Prince Harry has taken part in a TV skit to promote his new eco-travel campaign, which encourages people to travel sustainably.
    The Duke of Sussex announced the campaign on a New Zealand TV station, and it is part of his eco-travel non-profit organisation Travalyst, which the royal founded in September 2019.
    He took part in a pre-recorded skit with actors Rhys Darby and Dave Fane, in which he was given a positive rating by New Zealand for turning off the tap while brushing his teeth, but had points deducted for dropping litter on the beach.
    [embedded content]
    Harry, who is dressed in a grey t-shirt bearing the words GIRL DAD, jogging bottoms and a cap, and wearing wireless earbuds, is ambushed by a “rating agent” who claims the duke left a lolly wrapper behind during his official tour with the Duchess of Sussex in 2018.
    Harry is at first given three stars out of five, and then three and a half – as stamps on his arm – for only using one towel and for buying local honey.ADVERTISEMENTPrince Harry told Te Ao Maori News: “For our campaign, we are encouraging people to flip the script. We are always being asked for our feedback on our trips and experiences, but what would happen if our holiday rated us?
    “It’s an important question to ask, and we want all of you to help us answer it.”
    The Travalyst website contains a survey to “find out how your holiday would rate you” and tips encouraging people to travel sustainably – including by shopping local, looking after nature and wildlife, and staying at sustainable accommodation.
    He said the campaign was inspired by Maori culture, to which he feels a “deep connection”.
    “The Maori culture inherently understands sustainable practices and taking better care of our life-giving land, which are critical lessons we can all learn,” he said.
    Travalyst already works with travel brands including Google and Skyscanner to display emissions data, allowing people to choose flights that will have less of an impact on the environment.
    Te Ao with Moana presenter Moana Maniapoto said she thought it was a “scam” when she was first contacted by the prince’s representatives to have him on the show.
    “I thought it was a scammer, truly, but no, it all checked out,” Ms Maniapoto said. “Prince Harry wanted the worldwide launch out of Aotearoa and on this programme.”
    more information at www.travalyst.org

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    ATM 2022: Ras Al Khaimah Tourism Development Authority unveils new brand campaign

    Ras Al Khaimah Tourism Development Authority (RATKDA) has unveiled a new brand campaign at Arabian Travel Market (ATM) 2022, marking the next chapter in the tourism marketing of the fast-growing emirate.
    Building on the successful launch of its new vision and brand identity at last year’s ATM, RAK Calling uses integrated social media platforms to follow a group of influencer friends as they discover the nature Emirate. In collaboration with renowned content creators from Europe and the Middle East, the digital-first campaign showcases the diversity of Ras Al Khaimah and a myriad of tourism experiences across its pristine beaches, lush mangroves, sprawling deserts and majestic mountains. Locations include the beautiful Waldorf Astoria Ras Al Khaimah and Jebel Jais, the UAE’s highest peak, with its iconic zipline, unique dining experience Puro 1484 and new and upcoming attractions Jais Wings, RAK Airventure, Jais Sledder and the Wingsuit Diving Platform taking centre stage. 
    Appealing to those who cherish responsible, meaningful and truly memorable experiences in the new era of travel, RAK Calling will resonate with those seeking ‘a sense of place’ and wanting to ‘live their moments.’ It joins several other leading and emerging destinations that have focused on purposeful, engaging content, including Iceland and New Zealand. Launched today (9th May), creative assets will be released in the Middle East and Europe across multiple languages via digital and social media channels. 
    “This campaign marks an exciting next step in providing visitors with immersive content that not only highlights our iconic locations but also gives a sense of how Ras Al Khaimah can make you feel,” said Raki Phillips, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority. “We recognise how important different mediums are in creating something that can easily be understood and remembered by intended audiences. We saw this first-hand when we launched our new brand identity last year with a razor focused approach that was instrumental in helping us achieve almost pre-pandemic visitor numbers in 2021. With RAK Calling, we are on the cusp of the metaverse; it’s an exciting new chapter in the destination’s virtual presence.”
    He further added: “This campaign also represents other emerging destinations that don’t have large scale budgets but can creatively work with content makers to develop something super compelling and relevant to today’s audiences.”ADVERTISEMENTThe new campaign stars Egyptian actor Sherif Fayed (@sheriffayed) paragliding over the Hajar Mountains in a teaser for the soon-to-be launched Jais Wings experience, as well as Saudi mountaineer Raha Moharrak (@rahamoharrak) experiencing the thrill of the Jebel Jais Flight and UAE-based radio host Kris Fade (@krisfade) rock climbing at Bear Grylls Explorers Camp. Other highlights include:
    ‘Emirati batman’ Khalifa Al Ghafri (@khalifa_alghafri_uae), Dani Roman (@daniroman_) and Marco Fuerst (@fuerstmarco) gliding over Jebel Jais from the Wingsuit Diving Platform – the first base jump platform in the UAE recently opened for professional base jumpers and wing suit flyers
    Dany Neville (@danyneville) hosting a DJ set whilst soaring over Ras Al Khaimah with RAK Airventure, the Emirate’s new tethered hot air balloon experience
    Jessica Kahawaty (@jessicakahawaty) and Enjy Kiwan (@enjykiwan) taking on the mountain biking trails at Jebel Jais
    Mad Shadz (@madshadz) conquering his fears on the Jais Sledder, the region’s longest toboggan run
    Arabian Gazelles (@arabiangazelles) taking on the picturesque mountain roads and hairpin bends
    German model and reality television star Fiona Erdmann (@fionaerdmann) enjoying the view from 1484 by Puro, the highest restaurant in the UAE
    As part of its digital-first approach, Ras Al Khaimah Tourism Authority has also unveiled two redesigned websites for the destination, reflecting the new brand identity announced last year. “We are constantly innovating to provide incredible and seamless experiences for our visitors, which starts even before they set foot in our beautiful Emirate. In the new era of travel, people research their destination in detail before making an informed choice. Our new websites give them a real feel for what our Emirate offers and provide both inspiration and details to make their visit truly memorable,” added Phillips.
    To find out more about Ras Al Khaimah’s new campaign, check out YouTube.  Alternatively, check out the Ras Al Khaimah Tourism Development Authority stand at Arabian Travel Market, ME3310.
    Ras Al Khaimah Tourism Development Authority is considered the Middle East’s Leading Adventure Tourism Destination 2021 by voters at the World Travel Awards.

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    ATM 2022: Germany targets GCC visitors

    The German National Tourist Board (GNTB) is providing inspiration for GCC tourists to visit Germany this year, by relaunching its German.Local.Culture. campaign, as well as launching its ‘Embrace German Nature’ campaign in the GCC, at Arabian Travel Market (ATM) 2022.
    The campaigns form a compelling tourism proposition that appeal to GCC travellers, with harmony between generations, traditions and different cultural influences. It reflects authentic, local experiences in urban destinations while shining a light on rural areas and their sustainable tourism.
    “We want to inspire GCC travellers. Germany is a diverse destination and ideal for longer holidays for the culturally minded, for families and for those who enjoy outdoor pursuits and natural beauty,” said Yamina Sofo, Director of Sales & Marketing for the GCC, at the German National Tourist Office (GNTO), an affiliate of the German National Tourist Board (GNTB).
    Germany is once again becoming an extremely popular destination for GCC Nationals. Pent up demand from GCC Nationals, resulted in 518,516 overnight stays in Germany during 2021, an 82.3% increase over 2020.
    In December 2021 alone, despite the outbreak of the Omicron variant, Germany recorded over 54,493 overnight stays from GCC Nationals, an increase of 335%, compared with the same period in 2020,ADVERTISEMENT“These figures show that Germany is a preferred destination for GCC Nationals. Visitor numbers in 2021 rebounded significantly, which is even more impressive given COVID travel restrictions in Germany only eased end of June 2021. The GCC is now the highest inbound performing region within Asia, Australasia and South Africa,” added Sofo.
    This has clearly been supported by the way in which the GCC countries have responded to the pandemic, particularly the UAE and Saudi Arabia, which are currently ranked second and sixth respectively in the world, according to Bloomberg’s Covid Resilience Ranking on 31 st March 2022, with a combined 846 vaccinated travel routes.
    ‘Cities & culture’ and ‘nature & outdoor activities – highlighting sustainability and accessibility form the bedrock of Germany’s tourism offering. According to research conducted by IPK International on behalf of the GNTB, city breaks (59 per cent), multi-destination tours (34 per cent) and holidays in nature (30 per cent) are the most popular types of holidays with travellers from around the world.
    In addition, using four themed clusters – ‘Flair.’, ‘Craft.’, ‘Taste.’ and ‘Green.’, brings Germany’s amazing architecture and authentic ambience, its heritage of artisan manufacturers and local crafts, its traditional regional cuisine and its natural beauty, into focus.
    Participants on the Germany stand this year include Baden-Baden Tourism Board, Breuninger, Düsseldorf Tourism Board, Frankfurt Tourism Board, Hotel Palace Berlin and visitBerlin. Each region has its own unique attractions, whether spring, summer, autumn, or winter, emphasising that Germany is a unique all year-round travel destination.
    Arabian Travel Market 2022, takes place from 9-12 May and the Germany stand is located in the Europe Hall EU1235

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    Virgin Galactic could be left behind in emerging space tourism market

    Following the recent news that Virgin Galactic is delaying its commercial spaceflight service to the Q1 2023;
    Francesca Gregory, Analyst in the Thematic Team at GlobalData, a leading data and analytics company, offers her view:
    “From the moment that Richard Branson flew his own spacecraft to the edge of space, it seemed that Virgin Galactic’s position as a leader in the space tourism industry was assured. However, there are fears that the company has lost momentum, with delays occurring to Virgin Galactic’s commercial spaceflight services. Worse still, it has bitten off more than it can chew.
    “Virgin Galactic has been struggling to solve the rapid reusability problem, as it endeavors to cut the turnaround time of its spaceplane’s flights. Solving this conundrum will be critical to the long-term success of its sub-orbital tourism business. Although ticket sales remain strong, with a price tag of $450,000 per person, a hit with the billionare crowd was always the easy part. Virgin Galactic risks severely limiting its potential with the rest of the market.
    “It is not just a case of bridging the gulf between a statement space flight and an economically viable space tourism business. Late last month, SpaceX and Axiom Space made history by undertaking the first all-private mission to the International Space Station (ISS). The 10-day trip was an example of the emerging space tourism experiences that could compete with Virgin Galactic’s business. If Virgin Galactic does manage to cut its turnaround time and work through the backlog of ticket holders, a 90-minute flight may not be enough to compete with the other companies increasingly invading its space.”ADVERTISEMENT

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    “Meaningful Travel Campaign” helps preserve 35,000 big trees in Thailand

    The Tourism Authority of Thailand (TAT) has reported that three months after its launch, the “Meaningful Travel Campaign” – a collaboration between the TAT Stockholm Office and Thailand-registered social enterprise Socialgiver – has raised over 400,000 Baht and preserved 35,000 big trees in Thailand.
    Yuthasak Supasorn, TAT Governor, said “It is wonderful to see such great support being shown to the Meaningful Travel Campaign by Nordic and Baltic tourists visiting Thailand, and we thank them for this. The campaign is aimed at helping tourists support nature conservation and protect green spaces throughout the kingdom. This is in line with the TAT’s commitment towards more sustainable and more responsible tourism, and we hope to see more travellers joining the good work being done.”
    Socialgiver is a non-profit organisation that partners with social and environmental projects from across Thailand and helps them raise funds for the work they do. Working with Socialgiver and TAT in the “Meaningful Travel Campaign” is the Big Trees Project – an environmental volunteer and advocacy group that works with communities, government agencies, and the private sector in promoting awareness and helping preserve green spaces in Bangkok and around Thailand.
    Big Trees was founded in 2010 and brings the general public and organisations together in preserving public green spaces and the environment. It is working to build a strong cycle of tree care – from the nurturing of seedlings, to training and connecting arborists to care for large trees around Thailand – and at the same time to create jobs for the local people and raise awareness on the important role big trees play in nature.
    With the “Meaningful Travel Campaign”, 50 percent of the revenue from Nordic and Baltic tourists booking hotels, restaurants, attractions, and other experiences in Thailand through the Socialgiver platform, goes to Big Trees. It offers them not only a fantastic holiday, but a meaningful one as well, as they will be giving back to the local communities and the environment.ADVERTISEMENT

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    UNWTO brings tourism for transformation to UN General Assembly

    The United Nations General Assembly has met for a first ever dedicated session on tourism and its key role in inclusive recovery and growth.
    The High-Level Thematic Debate was convened by the President of the General Assembly, His Excellency Abdulla Shahid, in collaboration with the World Tourism Organization (UNWTO). In the General Assembly Hall, government representatives joined public and private stakeholders in recognising tourism’s unique ability to drive positive change.
    Tourism for hope and opportunityAs the first ever UNWTO Secretary-General to address the UN General Assembly, Zurab Pololikashvili stressed that “now is the time to build resilient and peaceful societies and tourism can help make this happen! Tourism is a leading provider of opportunities because it is based on people, builds bridges and helps create a better tomorrow for people everywhere.”
    Joining Secretary-General Pololikashvili in opening the session were the President of the General Assembly and UN Deputy Secretary-General and UNSDG Chair Amina J. Mohammed, who noted “Every part of the United Nations system, including the World Tourism Organization as its specialised agency for the sector, can leverage tourism to help us achieve the Sustainable Development Goals, from inclusive growth to gender empowerment and biodiversity protection.”
    UN General Assembly President Abdulla Shahid also stressed the importance of tourism, particularly for small islands and developing states. He said: “We face a critical opportunity to not only reboot tourism, upon which so many are dependent for their jobs and livelihoods, but to transform it to make it more resilient, more sustainable and more responsible.”ADVERTISEMENTDebating people, planet and prosperityA Fireside Chat, chaired by CNN International anchor Richard Quest, reflected the challenges faced through tourism’s recovery, addressing how best to reconcile potential trade-offs between the need for economic growth and creating jobs with advancing efforts for overall sustainability.
    The high-level debate also featured a special roundtable discussion focused on tourism for people, with an emphasis on inclusivity. This was followed by a roundtable discussion on accelerating the climate-friendly transformation of tourism. The concluding third roundtable discussion focused on re-invigorating investments in tourism.
    Placing tourism in the General AssemblyOn the eve of the debate, UNWTO Secretary-General Pololikashvili had met with UN General Assembly President Abdulla Shahid for discussions on tourism’s role in the wider work of the United Nations. President Shahid commended UNWTO’s work in guiding tourism first through the biggest crisis in its history and now through the sector’s restart and recovery. The high-level meeting also laid the foundations for the potential inclusion of tourism as a topic of annual debates or thematic sessions within the UN General Assembly.

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