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Director, Central Europe (m/f/d)

Location: Frankfurt, Germany


At the Hong Kong Tourism Board, 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 General Manager, MICE & Cruise and Regional Director, Europe located at Hong Kong Head Office (HO), this role is accountable for overseeing all the sales and marketing programs in Central Europe (with a market focus on Germany) and other strategic markets (“the region”) to ensure that appropriate, cost-effective sales and marketing activities are conducted within the region to meet agreed objectives.

This role will act as a "bridge" between HO and local staff, helping HO to understand the structure, special circumstances, and needs of the designated markets, and helping the local team to understand HO and global perspectives and imperatives. 

The Director is also a figurehead, being seen by external parties as the primary HKTB spokesperson and decision maker within the region, as well as the leader of a small  staff team to provide directions and motivate for the desired results. 


Below are the major responsibilities.

  • Devise the overall strategy for the designated markets (such as Germany and German-speaking countries), lead and review the implementation of marketing, PR and trade initiatives and programs to achieve set business objectives, KPIs and optimal results
  • Identify, establish and maintain strategic partnerships with different stakeholders, including but not limited to government, media, online portals, airlines and travel trade industry
  • Act as the spokesperson in the region to establish long-term and effective relationships with both internal and external stakeholders to reinforce the tourism brand of Hong Kong and ensure the sustainable growth of visitor arrivals
  • Keep abreast of the latest market developments and provide continuous feedbacks on the operational environment, industry developments and competitive activities to senior management at HO for strategic planning
  • Build a high-performance winning team, act as the role model of HKTB’s culture and align the team to embrace the HKTB Mission and Values
  • Manage all business activities and people in the Frankfurt office effectively to ensure consistency with business objectives and compliance with legal and policy requirements
  • Manage all ad hoc projects assigned by the supervisor 



  • University degree holder preferably in Travel/Tourism, Marketing or related discipline.
  • At least 15 years’ proven tourism industry experience, of which at least 5 years in senior management level
  • Sound understanding of consumer and trade media in Germany and other Central European countries.  Knowledge of  Hong Kong destination would be an added advantage
  • Broad-based and in-depth knowledge of, and experience at a senior level across all areas of the marketing mix (advertising, PR, promotions, sales/distribution, research, product development; online marketing skills/experiences important)
  • Proven ability to foster and maintain excellent relationships with external commercial partners
  • A strong presenter, and a good spokesperson for Hong Kong in the designated markets. Analytical, strategic, with strong commercial sense; and results-oriented
  • Organised with good planning and implementation skills
  • Good people management ability, able to exercise a proactive leadership role and provide creative, visionary approaches to increase tourism to Hong Kong
  • Willing to travel



  • The position is located in our Frankfurt Office.
  • We do not offer moving allowances from other cities.

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.

Personal data provided by job applicants will be used strictly in accordance with our personal data policies, a copy of which will be provided upon request.  Applicants may send a request for a copy of the Personal Information Collection Statement pertaining to Job Application.  Only shortlisted applicants will be contacted.  All Information received will be kept in strict confidence and used only for employment-related purpose. 

We are an equal opportunities employer.

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