How Hong Kong Can Attract the Russia Market

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1. Introduction
As an international country and shopping paradise, many tourists are attracted to visit Hong Kong so tourism industry becomes one of the important economic elements. In this recent year, Hong Kong Tourism Board pays effort to develop the new emerging market especially Russia, the growth of Russian visitors is rapidly increased. Therefore here is the market positioning strategy for Hong Kong Tourism in the future marketing campaign.

2. Characteristics of Russia
According to the Hong Kong Tourism Board (2014), the “January to December 2013 Cumulative Visitor Arrivals Details” which provide the detail numbers and information of Russia.

The growth rate of total visitor number and the mode of transportation are rapidly increased, when comparing with other countries in Europe; Russia got the highest growth rate. In detail, there were 223,664 visitors whose come from Russia traveling in Hong Kong and the number had increased 20%. Also there were 148,408 Russian visitors took the air transport more than other mode of transport such as the sea and land, this showed that the air transport is popular for Russian and it is the main bridge between Russia and Hong Kong. According to the visitor profile of all overnight visitors from Europe, Africa and Middle East, it found out that the age of visitors is major from 26 to 35 years old and the mean age of Russia visitors is 35.1 years old which showed more youngsters Russian like to visit Hong Kong.

For occupation, 88% of visitors’ travels to Hong Kong in 2012 are working and 7% of visitors’ travel Hong Kong is Housewife. This show that Russian visitor are full of economic ability to increase the economic development in Hong Kong potentially.

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...t_Review_2012_1.pdf [Accessed: 14 May 2014].

Romero, M. & Hurrell, W., 2013. New survey reveals purchasing behaviors of complex Russian consumers. [Online] Available at: http://landor.com/#!/about/news/press-releases/new-survey-reveals-purchasing-behaviors-of-complex-russian-consumers/ [Accessed: 20 May 2014].

Sito, P., 2014. Malls look to diversify as numbers of non-mainland tourists grow. [Online] Available at: http://www.scmp.com/property/hong-kong-china/article/1499082/malls-look-diversify-numbers-non-mainland-tourists-grow [Accessed: 14 May 2014].

Tourism Authority of Thailand, 2014. Tourism Authority of Thailand. [Online] Available at: http://www.tourismthailand.org/Thailand [Accessed: 20 May 2014].

VisitBritain , 2010. Russia Market & Trade Profile. [Online] Available at: http://www.visitbritain.org/Images/Russia_tcm139-167262.pdf [Accessed: 14 May 2014].

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