Hong Kong Tourism Board appoints new trade marketing head

Hong Kong Tourism Board (HKTB) has appointed a senior manager for trade marketing for the UK and Northern Europe to “strengthen its commitment to the travel trade”.

Joelle Watkins started in the role on February 9 and is responsible for leading trade marketing strategy and partnerships across the region.

Watkins will be based in the London office and work closely with agents, operators, airlines and industry partners with the aim of “driving awareness and demand” for Hong Kong as a destination.  

She has previous roles at Flight Centre, Travelport and Emirates, and joins the company as Hong Kong recorded more than 350,000 visitors in 2025 from long-haul markets, with a 15.1% growth in UK visitors.

HKTB Europe director Anette Wendel Menke said: “We are very pleased to welcome Joelle to the team.

“Her experience and passion for trade marketing will be invaluable as we continue to strengthen our relationships with partners across the UK and Northern Europe.  

“2026 is set to be an exciting year for the destination, with the launch of the recently announced visa-free travel for the UK travellers to Chinese Mainlandand key events including Hong Kong Rugby Sevens and Arts Month. 

“Supporting the travel trade is a key pillar of our strategy towards bringing sustainable growth for Hong Kong tourism, and we look forward to Joelle working on this.” 

Watkins said: “I’m delighted to be joining the Hong Kong Tourism Board at such an exciting time for the destination.

“Hong Kong has an incredibly diverse tourism proposition, from its unbelievable food to its diverse outdoor offering. 

“I’m looking forward to working with our trade partners across the UK to support their businesses and showcase everything the region has to offer.”