Developing tourism products is important, but their value will not be realised unless they are matched with the right people who appreciate them and are willing to pay for them as well as connect with the local community. This Masterclass will focus on destination branding and market development strategies, including market positioning, target audience analysis, promotional marketing, content creation, and brand storytelling. It will discuss how to elevate village tourism from a local option to a must-visit experience for travellers. The Masterclass will help participants understand that attracting the right customers and establishing a long-term quality relationship is more important than seeking the most visitors. Additionally, attracting funding and support from partners and investors is crucial for resource input, experience enhancement, and impact expansion. The speakers will share practical insights on market development, resource matching, and sustainable business models to help participants source funding for establishing a solid foundation for village tourism.
旅遊產品的開發固然重要，但要讓其價值真正發揮，關鍵在於找到懂得欣賞它、願意參與它、並能與地方建立連結的「對的人」。
本大師課將聚焦地方品牌建立與市場開發策略，內容包括市場定位、客群分析、推廣營銷、內容創作及品牌敘事等，協助學員思考如何將鄉郊旅遊由「本地遊選項」提升為旅客心中的「必到體驗」。課堂將引導學員理解，不是所有地方都需要吸引最多的人流，而是要找到最合適的客群，建立更長遠、更有價值的高質關係。除了尋找對的旅客，「對的人」亦包括合作夥伴和投資者。如何吸引資金與支持，為旅遊產品投入更多資源、優化體驗、擴大影響力，是長遠經營的重要課題。講者將分享市場開發、資源配對及可持續商業模式的實戰心得，協助學員開拓經費來源，為鄉郊旅遊建立更穩健的發展基礎。
Core Knowledge:
- Destination branding
- Tourism content creation
- Digital marketing
- Sourcing funding and establishing partnerships for long-term operation
核心知識：
- 旅遊目的地品牌塑造
- 旅遊內容創作實務
- 數碼營銷
- 為長遠營運開拓經費及建立夥伴關係
Date: January 23, 2027 (Saturday)
Time: 0945 – 1300
Venue: The University of Hong Kong
Quota: Up to 80
Language: Cantonese / Mandarin
Fee: Free
Application: Click here [Will add sign up link] Priority will be given to applicants who are committed to join all the Masterclasses, Immersive Workshops, and the Village Tourism Case Challenge.
Enquiry: XXX [Mimi will setup a project Gmail account] or (852) 6701-2172 / (852) 3910-2535
日期： 2027年1月23日（星期六）
時間： 0945 – 1300
地點： 香港大學
名額： 最多80人
語言： 廣東話／普通話
費用： 免費
報名： 點擊這裡 [Will add sign up link] 願意參加所有大師課、沉浸式工作坊及鄉村旅遊案例挑戰者優先。
查詢： XXX [Mimi will setup a project Gmail account] 或 (852) 6701-2172 / (852) 3910-2535
Rundown:
流程：[Chinese names and titles of all speakers to be added]
0945-0950 | Opening Remarks 歡迎辭 |
0950-1030 | Keynote Speech 1: Strategically Strengthening Rural Hong Kong as an Investment-worthy Tourism Destination 主題演講（一）：策略性加強香港鄉郊作為值得投資的旅遊目的地 · Ms Sindy Wong [hyperlink will add later], Head, Tourism and Hospitality, Invest HK |
1030-1110 | Keynote Speech 2: Connecting Potential to Resources – Leverage Impact Investing for Village Tourism 主題演講（二）：連結潛力與資源 – 利用影響力投資促進鄉村旅遊 · Mr Steven Liew [hyperlink will add later], Angel Investor and Startup Advisor, Cosmic Cafe |
1110-1120 | Coffee Break 茶歇 |
1120-1245 | Dialogue: Branding ´ Rural Story 對談：品牌塑造 ´ 鄉村故事
Responsible Content Creation and Destination Branding 說好鄉村故事：負責任的內容創作與建立地方品牌 In an era where social media and digital platforms shape travel choices, a village’s visibility and memorability often start with a photo, video, or story. Promoting village tourism is not just about attracting visitors but also about constructing the place image and helping travellers treasure the local environment and culture. This discussion will explore how content creators, photographers, tourism planners, designers, and communities can collaboratively build responsible rural narratives—using visuals, stories, and experiences that respect local context, ecology, residents, and lifestyle. The focus is on avoiding oversimplification into “check-in spots” or generic nostalgia, instead highlighting authentic landscapes, stories, crafts, rural life, and natural details to create genuine, distinctive, and sustainable local brands. 在社交媒體與數碼平台主導旅遊選擇的時代，一條村如何被看見、被記住、被分享，往往由一張照片、一段短片、一句故事開始。鄉郊旅遊的推廣不只是吸引人流，更關乎地方形象如何被建構、自然生態如何被理解，以及旅客如何回應。本場對談將探討內容創作者、攝影師、旅遊策劃者、設計師與社區之間，如何共同建立負責任的鄉郊敘事方式：既能以文字、影像、短片、導賞內容及視覺身份吸引目光，也能尊重地方脈絡、生態敏感度、村民生活與社區節奏。討論將集中於如何避免把鄉村簡化成「打卡點」、「隱世秘境」或千篇一律的懷舊包裝，轉而從在地景觀、人物故事、工藝物產、農耕生活與自然細節出發，塑造真實、有辨識度且可持續的地方品牌。
Panellists: 嘉賓： · Mr Alan Cheung [hyperlink will add later], Co-founder & Managing Director, One-bite Studio, Curator of Sai Kung Hoi Arts Festival · Mr Ringo Lam [hyperlink will add later], Founder, LCC Roastery and Coffee Boat · Ms Chung-wah Chow [hyperlink will add later], Co-founder of Walk in Hong Kong, co-authors for Lonely Planet guides to Hong Kong, China and Taiwan Moderator: 主持： · Mr Darwin Leung [hyperlink will add later], Project Manager, Centre for Civil Society and Governance, The University of Hong Kong |
1245-1250 | Wrap Up 總結 |
1250- 1300 | Open Floor Mingling 自由交流 |