Hong Kong, once celebrated as the capital of mega events, has seen its vibrant reputation dimmed by three years of COVID-19-pandemic-induced stagnation. As the city lagged behind others in returning to normalcy, many of its hallmark events shifted elsewhere, leaving a noticeable dent in its cultural landscape. However, Hong Kong is now poised for a resurgence, and it’s not too late to reclaim its former glory.
Chief Executive John Lee Ka-chiu has been zealously promoting the development of a mega event economy in recent years. With the coordinated efforts of departments like the Culture, Sports, and Tourism Bureau and the Tourism Board, Hong Kong is set to host over 210 events this year. Already, spectacles like the Doraemon drone show and Jin Yong’s centennial memorial exhibition have garnered favorable reviews, creating a citywide tourism effect that is attracting high-quality visitors and boosting the local economy.
Following the full reopening of the city, the Hong Kong Special Administrative Region government launched the Hello Hong Kong campaign. In response to weaker-than-expected local economic and consumer activities, a series of day and night vibes events were organized. This was followed by an aggressive push for the development of a mega event economy, reflecting the current administration’s determination to swiftly and effectively address various social and livelihood issues. Thanks to these combined efforts, this year’s slate of events will amount to more than 210. These events are expected to attract around 1.7 million visitors, generating approximately HK$7.2 billion ($922 million) in spending. According to the latest data from the Tourism Board, the city welcomed 14.6 million visitors from January to April, a year-on-year increase of 100 percent. Despite adverse weather during the May Day holiday, around 766,000 Chinese mainland visitors came to Hong Kong, a 22 percent year-on-year rise, underscoring the success of these events in drawing tourists. Commissioner for Tourism Vivian Sum Fong-kwang deserves significant credit for her proactive role in organizing these events and promoting tourism.
Hong Kong boasts numerous high-quality attractions with untapped potential. ... The government needs to ramp up international promotion and enhance tourism infrastructure to help mainland and overseas tourists discover this natural gem (UNESCO Global Geopark in Sai Kung)
The proliferation of events not only boosts the tourism sector but also provides residents with leisure and entertainment, enhancing their sense of belonging. It invigorates the retail and food and beverage industries. More importantly, these events attract international dignitaries, executives of multinational corporations, and cultural and sports elites to Hong Kong. Their firsthand experiences and positive testimonials help promote Hong Kong’s hospitable image and offer a realistic picture of the city. As long as events are tailored to diverse audiences, there can never be too many of them.
Inevitably, not every event will be flawless. Minor hiccups may occur and quickly become fodder for online discussion. Indeed, each project team strives to deliver the best possible outcome, knowing that society closely scrutinizes these events. While some may view them with a magnifying glass, it’s crucial to objectively assess the overall effectiveness of each event and acknowledge that minor flaws do not overshadow the overall success.
The mainland has always been a vital and promising market for Hong Kong’s tourism industry. With the expansion of the Individual Visit Scheme to 59 mainland cities, the HKSAR government should intensify its promotional efforts. Inviting industry professionals, celebrities, influencers, and media to experience Hong Kong firsthand can significantly enhance its appeal. Platforms like Xiaohongshu, a popular Chinese social media and e-commerce platform, can be leveraged to broadcast Hong Kong’s tourism allure, fostering a robust tourism economy.
The allure of a tourist city cannot rely solely on hosting events; it must also possess rich, intrinsic characteristics. Hong Kong boasts numerous high-quality attractions with untapped potential. For instance, Hong Kong’s UNESCO Global Geopark in Sai Kung is one of 213 around the world. Yet, according to last year’s visitor analysis report by the Tourism Board, only 1 percent of visitors had explored the local geopark — a missed opportunity. The government needs to ramp up international promotion and enhance tourism infrastructure to help mainland and overseas tourists discover this natural gem.
In conclusion, Hong Kong’s strategic push to revive its mega event economy is not just a bid to reinvigorate tourism but also a testament to the city’s resilience and potential. By focusing on diverse and high-quality events, along with greater promotion of its unique attractions, Hong Kong can once again shine on the global stage as a premier destination.
The author is convener at China Retold, a member of the Legislative Council, and a member of the Central Committee of the New People’s Party.
The views do not necessarily reflect those of China Daily.
