In response to changing tourist consumption patterns, the Hong Kong Tourism Board (HKTB) announced at a Legislative Council meeting that its work plan for the 2025/26 fiscal year will focus on fully implementing the "tourism is everywhere" concept and the "Development Blueprint for Hong Kong's Tourism Industry 2.0." The HKTB aims to develop diverse tourism products, including creating a food guide for all 18 districts and organizing food festivals, to attract visitors. More than 1,500 local businesses will offer discounts to encourage tourist spending.
In recent years, the average spending per visitor has declined, with mainland visitors, who account for over 70% of total visitors, averaging a spend of HK$5,490 last year. HKTB Executive Director Dane Cheng emphasized the need to promote tourism development, including early marketing in source markets, travel guides, local promotions, and inviting influencers to experience Hong Kong.
The focus, according to Cheng, will remain on solidifying markets in mainland China, Southeast Asia, Japan, and South Korea, while exploring opportunities in the Middle East, India, and Vietnam.
The HKTB's current work plan includes collaborating with the industry to launch themed travel packages, encouraging local tourism, retail, and dining sectors to provide offers, and expanding travel products to attract visitor spending. Additionally, there will be targeted campaigns to discover potential customer segments.
For short-haul markets, the HKTB will enhance promotions aimed at young and family travelers, highlighting local events, authentic cuisine, hidden attractions, and cultural experiences in Southeast Asia. Collaborations with key opinion leaders (KOLs) from Japan and Taiwan will promote Hong Kong's culture and family-friendly travel resources. The board plans to introduce themed promotions like "Encounter Hong Kong" and "Happy Weekday" to attract high-spending visitors.
The HKTB will also work with nearby popular destinations to promote multi-destination travel and collaborate with airlines to offer transfer discounts and additional products. They are intensifying marketing efforts in Gulf countries such as Saudi Arabia and the UAE to attract high-value travelers and boost business tourism for premium overnight stays.
Legislative Council member Vincent Cheng noted that the 1.1 million visitors during the Labor Day holiday reflect Hong Kong's status as a key destination. He urged the government and industry to collaborate on in-depth travel routes and suggested the launch of a "Hong Kong Pass" integrated travel package, covering attractions like the Peak Tram, theme parks, and one-day tour itineraries to enhance the visitor experience.
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