'Hong Kong Super Fans' to boost city's tourism recovery

Kim Yoon-sun, left, a Korean living in Hong Kong and one of the “Hong Kong Super Fans” selected by the Hong Kong Tourism Board (HKTB), appear in traditional snack store Yiu Fung during a virtual tour organized on Feb. 9 by the HKTB for other Super Fans around the world. Kim shared her favorite ways to spend Chinese New Year in Hong Kong. / Courtesy of Hong Kong Tourism Board

By Jun Ji-hye

The Hong Kong Tourism Board (HKTB) has launched its first global fan-engagement program, dubbed “Hong Kong Super Fans,” to accelerate its promotional efforts as part of the post-COVID-19 tourism recovery plans.

The HKTB has been recruiting Super Fans ― people with social influence and a heartfelt connection to Hong Kong ― after receiving recommendations from the HKTB's worldwide offices in 20 key markets in Asia, Australasia, Europe, Africa, the Middle East and the Americas.

About 220 Super Fans, including YouTubers and Instagrammers, were selected from around the world, including 20 from Korea.

The HKTB said the role of these Super Fans would be similar to that of honorary ambassadors, noting that the program is aimed at reminding people why they love Hong Kong and to drum up excitement about visiting the city once borders reopen.

“The HKTB has been planning ahead to prepare for the much-anticipated grand invitation to welcome visitors back to Hong Kong,” said YK Pang who chairs the HKTB.

“The Hong Kong Super Fans program is both an important, integral element of the HKTB's recovery plan, and a way for us to show our appreciation to the people whose continued passion for Hong Kong has maintained top-of-mind awareness of the city as a world-class travel destination.”

On Feb. 9, the HKTB carried out the program's debut activity ― a virtual tour celebrating everything unique about ringing in the Chinese New Year in Hong Kong, organized especially for the Super Fans.

The HKTB plans to continue inviting Super Fans to take part in exclusive online and offline activities that have been designed to showcase the best the city has to offer.

Once international travel is allowed again, these Super Fans will be invited to explore Hong Kong from heritage attractions to hidden local gems and exciting new happenings, and share their experiences with their audiences.

“As the HKTB continues to leverage the Holiday at Home campaign to encourage the people of Hong Kong to rediscover our hometown, the Hong Kong Super Fans program is the first major step to re-engage with passionate travelers across the globe,” Pang said.