Hong Kong has long been a popular holiday destination among Indian travellers for the cosmopolitan city with iconic skyline and world-class theme parks. However, Hong Kong has a lot more to offer. The Hong Kong Tourism Board’s (HKTB) new brand approach ‘Discover Hong Kong like a Local’ aims to highlight new and unique experiences that will appeal to travellers who are now seeking authentic local experiences where they can see, hear, taste and feel the real culture of a destination. The three new core experiences that will be introduced under ‘Discover Hong Kong Like a Local’ include local culture, great outdoors and local dining, each of which will have new and exciting attractions, experiences and itineraries curated specifically for Indian travellers.Hong Kong is known as a vibrant, bustling city but it is also a melting pot of rich culture that blends a modern city with ancient traditions. Under its local culture program, HKTB will highlight experiences like walking tours around rejuvenated neighbourhoods of Old Town Central which represents a confluence of East and West and Sham Shui Po which is known as a shopping paradise for bargain deals, visits to local temples and monasteries like Po Lin Monastery and Man Mo temple, ancient traditions like tea appreciation, enjoying local festivals and attractions like Dragon Boat festival, Aqua Luna cruise, Victoria Peak, gondola ride to Big Buddha and nightlife experiences including pub crawls.Local dining has been one of the key drivers among Indian travellers. With 14,000 restaurants that includes Michelin star dining to street foods, the HKTB will highlight different experiences including must-try local foods like dim sums, egg tarts, lo mai gai, roast goose and vegetarian dining options that are relatively unknown among Indian travellers. A new introduction to the Indian market this year will be the ‘Great Outdoors’. What most travellers are unaware of is that 40% of Hong Kong is covered in nature and country parks and the city has a lot to offer in outdoor experiences. Under the program, the HKTB will highlight urban/nature hiking trails, cycling path with scenic views city parks, outdoor adventure sports, visits to beaches and quaint villages in outlying islands and a GeoPark which is a UNESCO heritage site.To promote ‘Discover Hong Kong Like a Local’, the HKTB will invest in a number of consumer and trade programs. A recent consumer program included the collaboration with Bollywood actress Yami Gautam. Given her popularity among Indians and her affinity for travel, Gautam was chosen to endorse Hong Kong’s unique local cultural experiences and promote her favourite picks through social media and media. This collaboration will be further amplified through a trade collaboration with Klook and Cathay Pacific Airways (CX) in India. Through the collaboration, Klook will curate diverse destination experiences that will help re-invigorate interest in Hong Kong as a holiday destination. CX will be offering special fares on both its Cathay Pacific and Cathay Dragon brands for experiences booked on the Klook platform.The HKTB will also host its annual travel mission in India from August 27 – 30 in the key markets of Bengaluru, Mumbai and Delhi. As a part of the mission, a delegation of 37 Hong Kong trade members comprising of Hong Kong land operators, hoteliers, cruise companies and popular attractions will visit and network with Indian trade members. The trade partners will be introduced to new attractions and products and educated about the latest destination updates. A special B2B contest, the Hong Kong Great Outdoors digital contest called #GreatOutdoorsHongKong, will remain open till August 30 for Indian trade partners as a part of the Hong Kong Specialist Club program. Trade partners will have an opportunity to win a trip to Hong Kong to have their own unique Hong Kong experiences that will, in turn, help them promote the destination better.In 2018, HKTB will continue to promote the unique experiences of the destination with partners collaboration, such as joint promotion with GoPro India and a TV travelogue program with a travel/food channel to promote new dining experiences in Hong Kong.