Hong Kong’s brand must keep up with the times to draw tourists
- As cities ebb and flow, so will their image and brand, and this brand must keep up with tourists’ constantly evolving tastes and expectations
- Hong Kong could benefit from moving away from images of junk boats, dim sum bamboo baskets and rickshaws to something more modern, vibrant and relevant
Under the campaign, delegations spearheaded by the government will reach out to various parts of the world, including the mainland. They aim to foster cultural exchanges and trade while presenting the story of the city under “one country, two systems”.
The “Hello Hong Kong” campaign is arguably a long time coming, given that the tourism and hospitality sectors eagerly await a revival in post-Covid Hong Kong.
I am certain this campaign is the collective work of many experts and visionaries, but I would like to contribute my two cents on how to further enrich and strengthen the campaign from the angle of promoting the city.
The various promotional videos for the “Hello Hong Kong” campaign featuring Cantopop celebrities will certainly attract tourists from China, Southeast Asia and ethnic diaspora communities in North America. However, these celebrities might not be as well-known among non-ethnic Chinese communities.
Would it be worth inviting foreign celebrities and well-known, non-Chinese public figures to feature in some of these videos to present a Hong Kong narrative?
Why Korea makes the best tourism videos, putting ‘Hello Hong Kong’ to shame
Furthermore, cities can rise and fall for many reasons, including climate change, trade, wars, industrial changes and new technologies. There have been many cases throughout history. Venice, once a prosperous maritime republic in the 14th and 15 centuries, declined in prominence as a result of losing its spice trade monopoly. Elsewhere, Los Angeles’ rise to fame is largely attributable to the birth of the movie industry in Hollywood, a name almost synonymous with the city.
As cities ebb and flow, so will their image and brand. An emotional, heart-warming and, above all, updated brand can draw tourists whose expectations and tastes change over time while at the same time fostering togetherness among local residents.
Los Angeles launched a rebranding campaign barely 18 months ago because the city realised it had outgrown tourists looking for glamorous movie stars and beaches. Gen-Z travellers are more adventurous, eager to immerse themselves in a foreign culture and very environmentally conscious.
The campaign also creates an opportunity for visitors to experience the city’s rich arts and cultural scene, complete with world-class museums and renowned home-grown and international art galleries.
I hope the campaign will help tourists to see an image of Hong Kong as a peaceful, thriving gateway metropolis of China full of excitement, fun and opportunities.
Ken Chu is group chairman and CEO of Mission Hills Group and a national committee member of the Chinese People’s Political Consultative Conference