HONG KONG — A new Executive Director has taken the helm at the Hong Kong Tourism Board (HKTB).

Dane Cheng took office Nov. 1. He comes onboard as Hong Kong works to get its message out amid the demonstrations and protests that have been dominating headlines for months.

Cheng says: “Despite the situation facing the tourism industry, Hong Kong has strong fundamentals, and offers visitors a diversity of unique experiences, which have helped the city through many challenges in upholding its status as a world-class destination.

“With my experience in the industry, I look forward to leading our team to deal with the challenges and work closely with our trade partners to maintain Hong Kong’s status as a preferred travel destination.”

Cheng will spearhead the development of the HKTB’s strategic direction, and strengthening partnerships with various stakeholders.

He has extensive travel industry experience, dating back to the late 1980s when he joined Cathay Pacific Airways. He held senior positions at the airline’s head office as well as various regions. He was director of sales and marketing overseeing the group’s worldwide passenger businesses. He has over 30 years of deep industry knowledge in aviation and tourism.

“I am confident that Mr Cheng’s profound knowledge of the Hong Kong, Mainland and international markets combined with his excellent management skills will help the HKTB continue to promote Hong Kong worldwide with effective marketing strategy,” said HKTB Chairman, Dr. Pang Yiu-kai.

“I am very pleased to have Mr Cheng joining the HKTB at this moment in time when the tourism industry faces huge challenges.

“I am certain that Mr. Cheng will lead the team to overcome the current difficulties.

“Later, when the time is right, he will join forces with the travel trade and other sectors to launch a far-reaching global promotion, attracting visitors from every continent back to Hong Kong and rebuilding Hong Kong’s reputation as one of the world’s leading travel destinations.”