HK bets on staging major events to lure back touristsーNHK WORLD-JAPAN NEWS

Key Concepts

Inbound Tourism
COVID-19 Pandemic
Civil Liberties
National Security Law (Hong Kong)
Large-Scale Events
Kai Tak Stadium
English Premier League
Chiikawa (Japanese web manga series)
Citywide Themed Events
Dim Sum
Hong Kong Tourism Bureau
Economic Impact

Inbound Tourism Recovery and Government Strategy

Inbound tourism in Hong Kong is approaching pre-pandemic peak levels. However, the number of tourists currently stands at approximately 70% of the 2018 peak. This recovery is being influenced by various factors, including the lingering effects of the COVID-19 pandemic and a negative international perception stemming from the National Security Law, enacted five years ago, which has been perceived as eroding civil liberties and cracking down on anti-government activities.

To counter these challenges and boost visitor numbers, the Hong Kong government is strategically focusing on attracting large-scale events to the territory.

Investment in Infrastructure for Event Hosting

A significant investment has been made in infrastructure to support this strategy. In March, Hong Kong inaugurated a new 50,000-seat stadium, with a project cost of approximately $3.9 billion. This facility is intended to attract events with substantial audience potential.

Case Study: English Premier League Friendly Match

An example of the stadium's utilization was the hosting of an English Premier League friendly match in July. This event successfully drew supporters from across the globe, demonstrating the potential of major sporting events to attract international visitors.

Case Study: Chiikawa Themed Event

Another key initiative involved a citywide event themed around "Chiikawa," a popular Japanese web manga series known for its "small and cute" characters. This event, held in August, featured Chiikawa characters in various forms, notably as dim sum dumplings.

Ticket Sales: The organizer reported selling over 100,000 tickets for the Chiikawa event.
Visitor Demographics: Approximately one-third of these tickets were purchased by visitors from mainland China, Taiwan, and Southeast Asia.
Visitor Sentiment: Testimonials from attendees expressed satisfaction with Hong Kong hosting events similar to those in Japan, highlighting the enjoyment of meeting the characters in person.

Public Transportation Integration

The Chiikawa theme extended to public transportation, with subway stations and trains being decorated with the characters' motifs. Automatic ticket gates in one subway station were programmed to repeat the character's name with each passenger passage, further immersing visitors in the themed experience.

Government Confidence and Economic Objectives

The head of Hong Kong's Tourism Bureau expressed strong confidence in the effectiveness of such promotional activities in attracting international tourists. The stated goal is to "attract tourists from all over the world and provide them with new and diverse experiences."

Beyond tourism recovery, the government hopes these efforts will provide a positive stimulus to Hong Kong's economy, particularly in a context of sluggish consumption.

Conclusion

Hong Kong is actively pursuing a strategy to revitalize its inbound tourism sector by leveraging large-scale events and culturally relevant themed attractions. The investment in new infrastructure, exemplified by the Kai Tak Stadium, and the successful execution of events like the Chiikawa promotion, are central to this plan. The government aims to overcome negative perceptions and economic headwinds by offering diverse experiences and drawing visitors from both regional and international markets, with the ultimate goal of boosting economic activity.