The Hong Kong Tourism Board (HKTB) has unveiled its new summer-themed campaign, "Hong Kong Summer Viva," aiming to attract global travelers through a wide array of tourism experiences. This initiative not only showcases the city's diverse resources but also underscores its commitment to deepening tourism development and promoting unique offerings, revitalizing the city's appeal as a top-tier destination.
As a global financial and business hub, HK offers a vibrant tourism landscape that includes business, convention, and medical tourism. With activities available year-round, the HKTB and industry stakeholders are working hand-in-hand to promote in-depth and specialty tourism, further enhancing HK's reputation as a leading travel destination.
HK boasts a wealth of tourism resources, ranging from modern urban landscapes and family-friendly theme parks to the natural beauty of offshore islands. Sai Kung, often referred to as a hidden paradise behind the bustling city, is home to unique geological features and natural treasures. The HKTB's newly launched Sai Kung volcanic rock marine tour, "UNESCO Global Geopark - R2G Boat Tour of the Sai Kung Volcanic Rock Region," allows visitors to explore the region's stunning coastal scenery and geological wonders from the sea. This initiative signifies the HKTB's forward-looking approach and its dedication to unlocking the full potential of HK's island tourism resources.
HKTB Chairman Dr. Lam Kin-ngok emphasized that the focus of tourism development has shifted from merely increasing visitor numbers to enhancing their stay and encouraging repeat visits. The "HK Summer Viva" exemplifies this philosophy. Highlights of the campaign include the first birthday celebration of Ocean Park's panda twins, the HK Football Festival 2025 featuring four world-class teams, and the opening of Asia's first Cristiano Ronaldo Museum. These events not only enrich tourists' itineraries but also effectively extend their stay in the city.
Additionally, the HKTB plans to coordinate transportation after large-scale events, directing visitors to key areas such as Causeway Bay and Tsim Sha Tsui to stimulate further spending. By integrating major events, performances, and traditional tourism, the campaign aims to deliver synergistic benefits greater than the sum of its parts.
To meet evolving market demands, HK is leveraging its unique strengths to develop a variety of themed tourism products. The city's reputation for safety makes it ideal for family travel, while its world-class medical services appeal to high-end visitors seeking health checkups and treatments combined with leisure. Dubbed the "Hollywood of the East," HK can also capitalize on its cinematic heritage to create more filming locations and develop film tourism. By tapping into these advantages, HK holds the potential to create greater value for its tourism industry and advance diversification and high-end growth.
As the Mainland continues to open up and modernize, overseas businesses are increasingly drawn to the Greater Bay Area (GBA) to seize new opportunities. HK, serving as a gateway to the Mainland, stands to benefit from these developments. Strengthening collaboration with other GBA cities to develop "multi-destination" tourism products will attract more visitors to experience the unique charm of the region, fostering overall tourism growth in the GBA.
(Source: Wen Wei Po; English Editor: Zoey Sun)
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