Hong Kong attracted more than 3.5 million visitors from long haul markets – including Europe – in 2025.
The latest annual figures from the Hong Kong Tourist Board (HKTB) represent a 20% increase on the previous year.
On the back of that growth, HKTB has appointed a new trade marketing head to help boost European numbers further.
Joelle Watkins – who will be based in London – has been named Senior Manager, Trade Marketing, UK & Northern Europe for HKTB.
She will be responsible for leading trade marketing strategy and partnerships across the UK and Northern Europe, working closely with travel agents, tour operators, airlines and industry partners to drive awareness and demand for Hong Kong as a must-visit destination. Ms Watkins has held senior positions with the likes of Flight Centre, Travelport and Emirates previously.
Ms Watkins said: “I’m delighted to be joining the Hong Kong Tourism Board at such an exciting time for the destination. Hong Kong has an incredibly diverse tourism proposition, from its unbelievable food to its diverse outdoor offering. I’m looking forward to working with our trade partners across the UK to support their businesses and showcase everything the region has to offer.”
Anette Wendel Menke, Director, Europe, Hong Kong Tourism Board, added: “We are very pleased to welcome Joelle to the team. Her experience and passion for trade marketing will be invaluable as we continue to strengthen our relationships with partners across the UK and Northern Europe.”
