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The Hong Kong Tourism Board (HKTB) has recently appointed a new Senior Manager for Trade Marketing in the UK and Northern Europe. Joelle Watkins, who took on the role in late February 2026, will be responsible for overseeing all trade marketing strategies and partnerships across Northern Europe and the UK. This appointment comes at a time when the tourism industry is experiencing a significant recovery and growth, and Hong Kong is looking to further strengthen its position as a prime destination for international travelers, particularly from the UK and Northern Europe.

Strengthening Trade Partnerships Across Key Markets

As the Senior Manager of Trade Marketing, Watkins will focus on collaborating with travel agents, tour operators, airlines, and other key industry players to enhance Hong Kong’s visibility and attractiveness in the UK and Northern European markets. The UK has long been one of the top sources of visitors to Hong Kong, and with this new role, the HKTB aims to deepen relationships with trade partners to ensure continued growth in tourism from these regions.

Through strategic partnerships, Watkins will work to showcase the wide variety of experiences that Hong Kong offers, ranging from its unique blend of modern cityscapes and traditional cultural sites to its world-renowned shopping, dining, and entertainment offerings. By enhancing cooperation between the tourism board and industry partners, the HKTB will be better positioned to support tourism professionals in promoting Hong Kong as a must-visit destination for travelers from the UK and Northern Europe.

Leveraging Watkins’ Extensive Experience in Travel Marketing

Watkins comes to the HKTB with a wealth of experience in the travel and marketing industries. Having worked with major companies like Emirates, Flight Centre, and Travelport, she brings a deep understanding of both the trade and consumer aspects of the travel industry. Her expertise in managing and building trade relationships will be a significant asset as she works to implement effective marketing strategies to increase Hong Kong’s appeal to potential visitors from the UK.

With her strong background in the travel sector, Watkins is well-equipped to develop innovative marketing campaigns that resonate with both travel professionals and end consumers. Her role will be vital in helping the HKTB achieve its goals for growth and increased visitation to Hong Kong, particularly by targeting the UK’s diverse and travel-savvy audience.

Boosting Tourism from the UK and Northern Europe

The appointment of a Senior Manager for Trade Marketing is a strategic move by the HKTB to capitalize on the increasing interest in Hong Kong from the UK. In recent years, visitation from the UK has shown strong growth, with more than a 15% increase in UK visitors to Hong Kong in the past year alone. This surge in tourism is part of a broader trend of recovery in the global travel industry, as more people return to international travel following the disruptions caused by the COVID-19 pandemic.

Hong Kong’s appeal to UK tourists is multifaceted, with the city offering a blend of Eastern and Western cultural influences, along with a variety of experiences for all types of travelers. From the bustling streets of Kowloon and Central to serene cultural experiences like the Tian Tan Buddha and the Hong Kong Museum of History, the city has something to offer every kind of traveler. Additionally, the city’s status as a hub for business and leisure tourism, with a growing number of luxury hotels, international shopping brands, and world-class restaurants, ensures that it remains an attractive destination for both tourists and corporate travelers.

Impact of Stronger Trade Marketing on Tourism Growth

With the recovery of global tourism and the expansion of travel opportunities, the role of trade marketing has become even more critical. The tourism industry relies heavily on strong partnerships between tourism boards, travel agencies, airlines, and other stakeholders to create effective promotional campaigns and attract visitors. By focusing on strengthening these relationships, the HKTB aims to provide the necessary support and resources to trade partners, ensuring that Hong Kong remains top-of-mind for potential travelers.

For tourists, this means increased visibility and access to more tailored travel experiences that suit their interests. Whether it’s tailored tour packages, special airfare deals, or exclusive experiences, the trade marketing efforts led by Watkins will make it easier for travelers from the UK and Northern Europe to plan their trips to Hong Kong. The strategic push from the HKTB to work closely with trade professionals will also help raise awareness of Hong Kong’s unique offerings, ensuring that the city remains a top destination in the highly competitive global tourism market.

A Growing Market: How Trade Marketing Supports Tourism

Trade marketing serves as the backbone of many tourism promotion strategies, providing valuable insights and support to local travel professionals. Through effective trade marketing, the HKTB can ensure that travel agents, airlines, and tour operators have the tools they need to effectively sell Hong Kong as a prime destination to their customers. By enhancing the training and resources available to travel professionals, the tourism board can create more compelling promotional materials, from customized itineraries to discounted packages, that appeal directly to the target audience.

This targeted approach helps strengthen the brand of Hong Kong and ensures that visitors are well-informed about the city’s best attractions and experiences. As a result, travelers from the UK and Northern Europe can expect better-informed travel options and smoother planning processes, making it easier to book a trip and explore all that Hong Kong has to offer.

Hong Kong’s Post-Pandemic Tourism Recovery

Hong Kong’s tourism industry is in a recovery phase following the global disruption of the pandemic, and the appointment of Joelle Watkins underscores the city’s commitment to revitalizing its tourism sector. By focusing on strategic marketing initiatives and bolstering trade relationships, the HKTB is positioning Hong Kong as a top destination for tourists, particularly from key markets like the UK.

As global travel restrictions continue to ease and more countries return to normalcy, Hong Kong is capitalizing on its position as a major global hub for both leisure and business travel. With the support of effective trade marketing and partnerships, the city is poised to welcome even more visitors from the UK and Northern Europe in the coming years.

Looking Beyond

Joelle Watkins’ appointment as Senior Manager of Trade Marketing for the UK and Northern Europe at the Hong Kong Tourism Board marks a pivotal moment in the city’s ongoing efforts to strengthen its position in the global tourism market. With her extensive experience and the continued growth in UK visitation, Watkins is well-positioned to lead strategic initiatives that will drive tourism to Hong Kong and further enhance its reputation as a top destination for international travelers.