Hong Kong Tourism Board Appoints Cindy Gilbert to Boost Regional Marketing

What's Happening?

The Hong Kong Tourism Board (HKTB) has appointed Cindy Gilbert, a seasoned marketing and communications professional based in Sydney, as the senior manager for Marketing & Public Relations for Australia, New Zealand, and the South Pacific. Reporting to Karen Macmillan, HKTB Director for these regions, Gilbert will spearhead consumer marketing and public relations strategies to enhance Hong Kong's image as a premier leisure travel destination. Gilbert brings extensive experience from her previous roles at Emirates, Royal Caribbean, and the Centre for Aviation (CAPA), where she successfully executed initiatives that increased brand engagement and growth. Her appointment comes as Hong Kong experiences a significant increase in visitors from Australia and New Zealand, with a 33% and 35% year-on-year rise, respectively, in the first half of 2025.

Why It's Important?

Cindy Gilbert's appointment is crucial for the Hong Kong Tourism Board as it seeks to capitalize on the growing interest in Hong Kong as a travel destination from the Australian and New Zealand markets. Her expertise in delivering impactful branding initiatives is expected to further enhance Hong Kong's appeal, potentially increasing tourism revenue and strengthening economic ties with these regions. The strategic focus on these markets aligns with Hong Kong's broader efforts to diversify its tourism base and recover from the global travel disruptions caused by the pandemic. This move could also foster greater cultural exchange and business opportunities between Hong Kong and the South Pacific region.

What's Next?

Cindy Gilbert is expected to implement new marketing campaigns and public relations strategies that highlight Hong Kong's unique blend of Eastern and Western cultures, modernity and tradition, and urban and natural attractions. These efforts will likely involve collaborations with travel agencies, airlines, and media outlets to create compelling narratives that attract more visitors. The HKTB may also monitor the effectiveness of these campaigns through visitor statistics and feedback, adjusting strategies as needed to maximize impact. Stakeholders in the tourism and hospitality sectors will be keenly observing the outcomes of these initiatives, as they could influence future marketing approaches and partnerships.