General Manager, Corporate Affairs

Location: Hong Kong


At the Hong Kong Tourism Board (HKTB), 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 Executive Director, this role is accountable for directing and formulating the Corporate Communications and Public Relations strategies to advocate a positive and favourable corporate image of HKTB to different local and international stakeholders as well as the public; to maximise the publicity in the international markets for Hong Kong as one of the world’s leading tourism destination and Events Capital of Asia; and to enhance the service quality of the Visitor Information & Services centres to fulfil the visitors’ needs and maintain a high level of visitor satisfaction and desire for repeat visits.   Below are the major responsibilities:

Corporate Communications

  • Develop and execute the overall Corporate Communications Strategies to achieve a high degree of credibility and trust in the HKTB by various stakeholder groups and the public through directing the development and execution of both internal and external communication programs on the goals and mission of the HKTB
  • Ensure that the key decision-making groups and influencers are receptive to initiatives driven by HKTB by communicating the HKTB corporate image and positions to the different parties in ways that address their interests and manage their perceptions towards HKTB  

Public Relations

  • Establish a platform for Hong Kong as a destination in the global markets, upon which all HKTB marketing programs can be launched, by developing cost-effective PR strategies to maximize the awareness in those markets and locally, such as involving the local media and community in the effort to improve Hong Kong’s image and heighten awareness of the importance of tourism
  • Develop and execute the overall Public Relations Strategies for local, Mainland  and international markets to harness support for the HKTB and the tourism industry by the Government, business community and public-at-large by initiating and developing co-operative public relations programs with international airlines/wholesalers/tour operators, leveraging relationship of HKTB worldwide office teams to boost sale of Hong Kong travel packages in the global markets

Media Management

  • Maintain and develop good strategic and working relationships with leading media (both electronic and print) at all levels so as to maximize opportunities to gain favourable editorial (TV, radio and print media) coverage of destination Hong Kong
  • Ensure that all potentially damaging news items/events about both the HKTB and Hong Kong tourism industry are contained and a credible reputation among the media and public by assessing the best path for neutralizing the crisis, translating HKTB’s corporate position clearly through the media channels.

Visitor Information & Services

  • Develop and implement the enhanced Visitor Services strategy that will excel in service quality while leveraging on the contacts to cross sell the various attractions to enhance visitors’ experiences in Hong Kong
  • Develop an information dissemination strategy to ensure that visitors in need will be served at the suitable time and in the right place.
  • Constantly upgrade visitor services by benchmarking best practices with world-class customer service providers and NTOs so that Hong Kong will always have an edge over other markets



  • A multifaceted senior PR/Communications leader with 15 years of knowledge and experience in directing development and implementation of short-term and long-term communications and service strategies covering both the domestic Hong Kong market and global markets, with at least 3 years at department head level 
  • Good knowledge in tourism industry, all aspects of corporate affairs as well as the management on large scale campaigns, budget, manpower resources and issues
  • A highly creative person and an idea generator, be resolute and credible when dealing directly with the media as spokesperson
  • Excellent network with media and strong government relationship and connection with legislators as well as other key stakeholders in HK
  • Experience in customer relationship management is preferred 
  • Enthusiastic and passionate in promoting Hong Kong as a premier tourism destination for people around the world 
  • Exposure in a sub-vented operating environment is an advantage but not a must
  • Proficiency in both written and spoken English and Chinese (including Mandarin)

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.