Case Details
Hong Kong Tourism 2.0: A 360 Marketing Solution
This case was developed to facilitate the debate round of the 2025 HSBC/HKU Asia Pacific Business Competition.
In 2024, Hong Kong welcomed 44.5 million visitors, falling short of pre-pandemic levels. Tourist preferences shifted from shopping to immersive cultural experiences. In response, the HKSAR government launched the Tourism Industry Development Blueprint 2.0, emphasizing diversification of source markets and enhanced promotional efforts. The case asks students to propose a 360 marketing program to reposition Hong Kong as a premier destination. The initiative includes strategic objectives, brand positioning, marketing-mix strategies, and performance metrics, with a USD2 million budget. Proposals must allign with HKTB’s 2025–2026 strategic focus, emphasizing innovation, quality growth, and smart tourism solutions.
Learning Objective:
This case will allow students to:
- Analyze strategic tourism development plans by evaluating the Hong Kong SAR government's Blueprint 2.0 and Hong Kong Tourism Board’s 2025–2026 business plan to identify priorities, challenges, and opportunities in revitalizing inbound tourism.
- Design and justify a 360-degree marketing strategy tailored to a specific source market, incorporating brand positioning, segmentation, and the marketing mix.
- Interpret and apply tourism performance data to support strategic decisions and forecast campaign outcomes.
- Demonstrate innovation and strategic alignment by proposing creative campaign elements that reflect the Tourism board’s vision and strategic themes, including smart tourism and quality growth.