As Hong Kong welcomes a surge of mainland visitors during this year's National Day holidays, the city is seeing a promising recovery in tourism. On October 1st, over 220,000 mainland travelers entered Hong Kong, marking a record high since the pandemic began. The Travel Industry Authority predicts that more than 900 tour groups from the mainland will visit during the National Day Golden Week, reflecting a 20% increase compared to last year. Local restaurants are also reporting positive business during this festive period.
Despite this encouraging trend, experts emphasize that Hong Kong's tourism sector must undergo significant reforms to not only boost turnover but also improve the quality of experiences offered to visitors. Soft power is vital for attracting tourists, and the government is urged to promote a 'mega-event economy' while encouraging in-depth and special interest tourism. This approach requires a comprehensive strategy to enhance the city's overall appeal.
While the number of visitors has increased—approximately 30 million in the first eight months of this year, a 44% rise year-on-year—it still falls short of pre-pandemic levels, being 32% lower than in the same period of 2019. Although half of these visitors stayed overnight, the decline in high-spending tourists poses a significant challenge for luxury accommodations.
To revitalize its tourism sector, Hong Kong must embrace the concept of 'tourism is everywhere.' This includes exploring its diverse tourist resources and innovatively developing new routes and products. Officials have highlighted the potential to transform Hong Kong into a premier leisure destination for mainland travelers, particularly among middle-to-high-income earners, by leveraging activities such as e-sports, wellness, and cultural experiences.
Gone are the days when mainland visitors flocked to Hong Kong primarily for luxury shopping. The industry must shift its focus from quick profits to creating enriching experiences for tourists. Local tour operators acknowledge that in-depth tourism is still in its infancy, making it challenging for the sector to evolve.
In recent years, the government has promoted a 'mega-event economy' to stimulate tourism. Events like the Doraemon exhibition have successfully attracted visitors, highlighting the need for Hong Kong to enhance its soft power. Currently, the city relies heavily on nostalgia and external cultural icons to draw tourists, indicating a gap in its own cultural offerings.
To effectively attract more visitors, authorities need to integrate policies on cultural development, creative industries, and tourism into a cohesive strategy. Strengthening Hong Kong's cultural and creative sectors will not only enhance its soft power but will also naturally draw more tourists to the city.