Hong Kong city view at sunsetRachel Yip has been appointed as the new Senior Manager of Consumer Marketing and Public Relations for the UK and Northern Europe by the Hong Kong Tourism Board (HKTB), effective from 3 August 2026. Yip will lead initiatives to enhance Hong Kong's brand presence in these key long-haul markets through integrated marketing campaigns, media relations, and influencer partnerships.
Yip brings a wealth of experience in integrated marketing and public relations, having previously worked at Six Degrees PR and Corsair. Her expertise will be crucial as Hong Kong seeks to expand its tourism offerings and engage more deeply with European travellers. In 2025, long-haul visitor arrivals from Europe exceeded 3.5 million, a 20% increase from the previous year, with the UK alone seeing a 15.1% growth.
The HKTB is gearing up for a significant year of events, including the launch of the "Only in Hong Kong" campaign, the Hong Kong Rugby Sevens, and the Hong Kong Wine & Dine Festival. These events aim to inspire global travellers and promote Hong Kong's diverse neighbourhoods. Additionally, the recent announcement of visa-free travel for UK visitors to the Chinese Mainland is expected to further boost regional travel interest.
Anette Wendel Menke, Director for Europe at HKTB, expressed enthusiasm about Yip's appointment, stating, "Her expertise in integrated marketing and public relations will be instrumental as we continue to strengthen Hong Kong’s brand presence across the UK and Northern Europe." Yip will be based in HKTB’s London office.
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