One of Hong Kong’s prime objectives when emerging from the Covid-19 pandemic was to attract visitors back to the city to boost the economy and its international image. Tourists have returned, with almost 50 million arriving last year, a 12 per cent increase on 2024. The figure is expected to
rise to 53.8 million this year. Such progress is encouraging.
Unsurprisingly, the majority of visitors last year came from mainland China. There were 38 million tourists from across the border. They remain the core component and their growing presence is both welcome and important, but many mainland visitors are low-spending day-trippers. Hong Kong needs greater diversity; it should draw more tourists from overseas, especially high-spenders who will stay overnight.
This is why the Hong Kong Tourism Board is shifting strategy this year, allocating
75 per cent of its budget to attracting foreign visitors. Targets will include well-established markets but also those closer to home, such as Vietnam and Cambodia. The Middle East and European countries such as Italy and Spain are also highlighted. A new global campaign promoting Hong Kong as a unique world city is to be launched in April.
The change of direction makes sense. If Hong Kong is to strengthen its credentials as an international city, it must appeal to visitors from different countries and cultures, ensuring a cosmopolitan environment.
A variety of policies have been developed to attract high-end visitors. There has been a surge in hosting mega-events, such as the recent
LIV Golf competition, with its popular hospitality venue, the iconic Hong Kong Sevens rugby tournament and top-class horse race meetings. There are plans to expand key attractions such as the Wine and Dine Festival and Hong Kong WinterFest while introducing a month of festivities for Halloween.
Other strategies range from developing yacht tourism to encouraging restaurants to serve halal food.
