Roff will take up the role with HKTB immediately

Hong Kong Tourism Board has appointed Sarah Roff as its new senior executive, trade development for UK & Northern Europe.

She will be based at the organisation’s London office.

In the role, Roff will be responsible for travel trade marketing, industry relations, and trade incentives and training, within the UK and the Netherlands markets. 

Following two years in the Hong Kong Tourism Board’s marketing and PR team, Roff decided to move to trade development, to build on her travel trade experience.

She was previously at the Japan National Tourism Office for over five years, where she was responsible for marketing campaigns and events, within the marketing and PR team.

“During her time at HKTB, Sarah has worked with the travel trade on events such as our annual Chinese New Year evening and Contact and Contract.

“Her knowledge of Hong Kong is exceptional and we believe she is going to be instrumental in raising the profile of Asia’s World City,” said Dawn Page, director, UK & Northern Europe, Hong Kong Tourism Board.