Director, Northern and North-eastern China

Location: Beijing


At the Hong Kong Tourism Board, we take great pride in helping people across the world fall in love with our home. There are many challenges, but we continue in earnest to revitalize and reshape the Hong Kong tourism brand and build sustainable growth for our city’s economy. To achieve our ambition, we are inviting passionate talents with a global mindset to join us at this incredible juncture, and work with a dynamic and fun team.



Reporting to the Regional Director, this role will assist in formulating Hong Kong tourism development strategies in the Mainland, driving the execution of various business plans and marketing campaigns/activities with an aim to promote Hong Kong as the most desirable travel destination among Asia countries. Below are the major responsibilities:

  • Devise and implement the business and marketing plans for Northern & North-eastern China regions to achieve set business objectives and KPIs
  • Oversee and drive national trade marketing strategy for the Mainland market 
  • Build strategic partnerships with government, media, online portals, airlines and travel trade industry to create destination awareness, drive travel intention and conversion to Hong Kong
  • Act as one of the key representatives of the organisation in the region to influence both internal and external stakeholders to ensure smooth execution of all marketing and trade activities in accordance with the annual business plan
  • Participate in the strategic planning process, review and evaluate completed programs to obtain optimal results
  • Keep abreast of the latest market development and provide continuous feedback on the operational environment, industry development and competitive activities to senior management for strategic planning
  • Be the HKTB’s appointed Chief Representative of the Beijing Office with the sole responsibility for the Office’s operations and as the authorised signatory for the documents required by the PRC Government
  • Manage all business activities and people in Beijing Offices effectively to ensure consistency with business objectives and in compliance with legal and policy requirements
  • Provide political insights in Mainland's tourism development through engagement with Central and provincial government bodies



  • University degree holder 
  • At least 15 years of relevant working experience, of which at least 8 years at management level, with solid work experience in the Mainland and preferably gained from the tourism industry or consumer marketing field
  • All-rounded professional with expert knowledge and experience in integrated marketing function, business development, events and product development, stakeholder communication and project management 
  • Strategic with strong analytical, leadership, budget management, and problem-solving skills
  • Good communication skills with the ability to articulate, process, and express ideas and proposals clearly and precisely
  • Proactive and demonstrate good ability in keeping track of new market and industry development that have an impact on key accountabilities 
  • Excellent interpersonal and people management skills
  • A creative person and an idea generator
  • Proficiency in written and spoken English, Putonghua and Cantonese



  • The position is located in our Beijing office
  • We do not offer moving allowances from other cities.

Application Method

If you are passionate about our mission and believe you are the one we are looking for, please send us your resume with present and expected salary by clicking "Apply Now". We are looking forward to hearing from you.

Only shortlisted applicants will be contacted.  Personal data provided by job applicants will be kept in strict confidence and used only for recruitment and employment-related purpose in accordance with our personal data policies. By submitting your job application, you acknowledge that you have read, understood and accepted the HKTB’s Personal Information Collection Statement Pertaining to Job Application at here.

We are an equal opportunities employer.