To bring tourists back, Hong Kong must focus on what makes it authentic and unique
- The city’s tourism torch-bearers must stem the mediocrity creep, reach out to a global audience and work with Cathay Pacific Airways to recreate the magic
The emirate was a desertscape until it went on a massive construction spree, plonking down hotels, show-off buildings and outlandish attractions. As the national airline attempted to turn the place into a long-haul stopover hub, people needed good reasons to visit.
Hong Kong does not need the perfectly manicured reimaginings of Singapore. It is the genuine article with rough edges and attitude, and four seasons. It is time for the city’s tourism torch-bearers to stem the mediocrity creep and focus on the authentic and unique.
Chinese travellers will always visit and they should be made welcome. But to rebuild tourism revenues that touched HK$328.2 billion (US$41.8 billion) with 65.15 million visitors in 2018, other Asians, Australians, Americans and Europeans have to be encouraged to journey to one of the world’s most expensive cities, and to stay longer.
Per capita spending touched a high of HK$8,123 in 2013 before slipping to HK$5,820 in 2019. By the first quarter of 2023, total visitors had just scraped past 4.41 million. There is much work to be done.
It is imperative for the Hong Kong Tourism Board to work in concert with Cathay Pacific Airways. It has done this before with good results. In the late 1980s, Cathay Pacific launched its “Arrive in Better Shape” and other memorable campaigns. These were in turn mirrored by the tourism board’s promotions, which climaxed with the 1995 “Wonders Never Cease” – to the tune of Tina Turner’s foot-stomping The Best.
Through the 1980s, Thailand showed the power of a tourism board working in tandem with the national airline. Its “Visit Thailand Year” campaign in 1987 was a runaway success.
In late 2019, Singapore Airlines and the Singapore Tourism Board partnered for “Unexpected Journeys”, a film series featuring the adventures of Singaporean comedian Rishi Budhrani in places called Dull, Boring and Bland in Scotland, the United States and Australia. He then invited people back to Singapore (on Singapore Airlines, of course). It was a brave departure that didn’t always find its mark.
It is time for Hong Kong to graduate from the safe and tested. The city must move away from monoculture luxury brands – cheaper and better presented in Paris – to showcase vibrant local design, handicrafts, fashion and hi-tech innovation. Creative talent must be aggressively promoted and given prime downtown display space.
Hong Kong’s outdoors are underused. They are available for hikes, runs, kayaking, photography, birdwatching and family adventures. Of course, country parks and fragile zones need protection from overcrowding, litter, fires and environmental degradation. But smaller upscale groups, perhaps some with an eco-friendly thrust – tree planting or coral regeneration – can help finance the rewilding of Hong Kong and its green lung that stretches across the northern border with chirruping marshlands, fish ponds and hills.
These are the forgotten little people whose stories are far more compelling than a wooden celebrity clunking down Peel Street.
Vijay Verghese is a long-time Hong Kong-based journalist and columnist