Global tourism has staged a dramatic comeback from the depths of the Covid-19 pandemic, with 1.1 billion international tourists recorded in the first nine months of 2024 – tantalisingly close to pre-pandemic levels.
Asia, in particular, has witnessed a remarkable recovery with countries like Japan surpassing their 2019 tourism numbers. But Hong Kong’s rebound has been noticeably slower. This year’s tourist arrivals are projected to fall short of the Tourism Board’s modest target of 46 million – well below the 55.9 million visitors recorded in 2019.
A closer look reveals a heavy dependence on tourists from mainland China, which accounted for a staggering 76 per cent of Hong Kong’s visitors before the pandemic. This reliance persists: of the 36.7 million tourist arrivals in the first 10 months of this year, 28.4 million – or 77.4 per cent – were from the mainland. While this represents a 33 per cent increase compared to last year, the spending power of these visitors has weakened amid China’s economic slowdown, which may linger for years to come.
This overreliance on mainland visitors is unsustainable, and the city’s Tourism Board must expand its focus to attract more diverse international tourists. The recent dismissal of Hong Kong’s tourism minister also signals dissatisfaction with the current strategy and highlights the urgency of a more ambitious plan.
Unfortunately, Hong Kong’s attempts to revitalise tourism have leaned too heavily on quick fixes. Campaigns like the widely lampooned “night vibes” initiative or one-off celebrity events may generate fleeting buzz but fail to create lasting appeal. Worse, they may invite ridicule and risk tarnishing Hong Kong’s reputation as a creative, dynamic world city.
What Hong Kong needs is a comprehensive, inter-agency strategy that differentiates the city from its regional competitors. Other Asian cities are rapidly enhancing their tourism offerings, and Hong Kong must play to its unique strengths to remain competitive.
