Hong Kong Tourism Board appoints PR agency for Malaysia market

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As Hong Kong continues to reinforce its status as a premier Asian travel destination, the Hong Kong Tourism Board (HKTB) has appointed Ariff Communications as its public relations agency for the Malaysia market. The appointment, which runs from 1 May 2025 to 30 April 2026, will see the Malaysian-based agency lead HKTB’s integrated PR and marketing campaigns tailored to local audiences.

Under this mandate, Ariff Communications is tasked with increasing brand awareness, building affinity, and ultimately driving visitor arrivals from Malaysia to Hong Kong. The appointment signals HKTB’s intent to deepen its connection with Malaysian travellers by showcasing Hong Kong’s vibrant cultural tapestry, world-class events, and renowned culinary scene.

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“Ariff Communications has shown strong expertise in the understanding of the Malaysian travel preferences,” said Liew Chian Jia, regional director of Southeast Asia at HKTB. “We are confident that Ariff Communications will bring their creativity and experience on board to elevate Hong Kong as a welcoming and popular destination.”

Commenting on the win, Aisya Hashim, managing director of Ariff Group, said: “I’m truly honoured that we’ve been entrusted with the opportunity to represent a destination as iconic and multifaceted as Hong Kong. As travel appetite continues to evolve, it’s an exciting time to reimagine the way we connect Malaysian travellers to the unique energy, culture, and experiences that Hong Kong has to offer."

"We’re proud to support HKTB’s vision and look forward to delivering impactful campaigns that spark curiosity, drive engagement, and ultimately inspire more Malaysians to rediscover Hong Kong," she added.

The win also marks a milestone for Ariff Communications as it strengthens its presence in the regional travel and tourism communications space. The agency has been steadily building its portfolio in cultural and destination storytelling, also serving as the PR and social media partner for RIUH and Pesta Itu-Ini, a local arts and culture festival supported by MyCreative Ventures, an initiative under Malaysia’s Ministry of Communications.

Ariff Communications is currently working with companies such as PropertyGuru, Xiaomi, iProperty, Lambretta, Qualcomm, and Ninja Van. Besides providing public relations services, the agency also offers digital marketing services encompassing social media management, content marketing and digital advertising.

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