The Hong Kong Tourism Board (HKTB) and Art Basel have formed a new three-year global strategic partnership, extending their collaboration beyond Hong Kong to all Art Basel shows worldwide.
The HKTB is the first tourism organisation to seal a deal of this kind with Art Basel, according to the release.
As part of the partnership agreement, HKTB will be a show partner of Art Basel. Over the next three years, the HKTB will bring the city’s culture to a global stage by taking part in four annual Art Basel shows worldwide – in Paris, Miami Beach, Hong Kong, and Basel and staging an immersive experience in the show.
The first international collaboration between HKTB and Art Basel will be at Art Basel Paris from 18 to 20 October this year at the Grand Palais in the French capital.
Dane Cheng, HKTB executive director, said: “The collaboration with Art Basel underscores HKTB’s continuous efforts in promoting Hong Kong on the global stage. By sharing the city’s unique character through immersive experiences on the world’s most prestigious art platform, we hope to inspire travellers to visit our city and discover its thriving creative community and rich cultural experiences.”
Noah Horowitz, Art Basel CEO, said: “We are thrilled to build on our longstanding collaboration with HKTB and launch this ambitious initiative. By shining a global spotlight on Hong Kong’s vibrant art scene, this partnership will enhance the experience for our fair visitors while unlocking new opportunities and fostering deeper connections between Hong Kong and art communities around the world.
MARKETING-INTERACTIVE has reached out to the HKTB for more information.
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Debuting in Hong Kong in 2013, Art Basel has worked with HKTB on several joint projects since 2020. In March this year, HKTB teamed up with Art Basel to present a “Cha Chaan Teng” café experience that highlighted the vibrant living culture of Hong Kong.
Visitors were able to enjoy local delicacies inside the colourful, nostalgic Cha Chaan Teng, including the city’s iconic pineapple buns and milk tea, while experiencing Hong Kong’s east-meets-west culture first-hand.
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