With the fifth wave of the pandemic is subsiding in Hong Kong and daily life and economic activities gradually returning to normal, the city is ready to stage large-scale events and welcome back visitors, says the chairman of the Hong Long Tourism Board.

HKTB Chairman Dr. Y K Pang made the declaration at the tourism board’s annual Tourism Update event May 6 May and announced a revival plan that highlights Hong Kong’s vibrant developments and new experiences, aiming to generate a positive ambience and make the city top-of-mind destination for worldwide travellers when travel resumes.

With the theme “Together Towards New Horizons,” Tourism Update 2022 attracted 3,200 trade representatives from travel agencies, attractions, hotels, airlines, retailers, restaurants, and meeting and exhibition organizers from Hong Kong, Mainland China, and overseas markets. The HKTB shared insights into the latest tourism trends and its work plan for the coming year.

“Throughout the pandemic, Hong Kong never stopped building and upgrading its tourism infrastructure,” said Pang, pointing to the grand opening of the Hong Kong Palace Museum this summer, and development of a third runway at Hong Kong International Airport as examples.

“With these new infrastructure elements and the support of the Central and Hong Kong SAR Governments, Hong Kong’s competitive edge has held firm, and we can head towards new horizons with confidence,” he said.

In his presentation of the work plan for the coming year, HKTB Executive Director Dane Cheng described how the HKTB will focus first on generating a positive ambience in the city, stimulating consumption, and maintaining Hong Kong’s profile globally by launching “Hong Kong Summer Treats.” The campaign will provide a wide range of discounts and promotional offerings and will begin with “Arts in Hong Kong” – a campaign that supports international art and cultural events, such as Art Basel, which will return in a physical format.

When social distancing measures are further relaxed, the HKTB will arrange more world-class events in phases, including the Hong Kong Wine & Dine Festival and Hong Kong WinterFest, and give its support to other high-profile events such as the Hong Kong Sevens.

Cheng stressed the importance of ensuring a recovery at home in the run-up to the return of worldwide visitors. “These promotions will generate a positive ambience in Hong Kong and demonstrate how we have returned to normal. The HKTB will then launch extensive promotions, including the tactical ‘Open House Hong Kong’ campaign, to welcome back visitors when the time is right. To better respond to market needs, we will also strive to enhance the visitor journey into a seamless experience through a comprehensive digital transformation.”

He revealed: “The HKTB has conducted extensive research in 16 markets and found Hong Kong is still well-loved by travellers worldwide. They have specifically identified some major driving factors to visit Hong Kong, including cleanliness, local culture, in-depth experiences, unique cuisine, high accessibility, and ease of communications. These factors are not only core strengths of Hong Kong but also match the trends and tastes of the post-COVID travel era.

“With our solid tourism foundations, our status as an East-meets-West centre for international cultural exchange, our position at the heart of the dynamic Greater Bay Area, and our wealth of new tourism assets and infrastructure, Hong Kong’s tourism future is full of potential.”

Hong Kong International Airport will play a pivotal role in the revival with Airport Authority Hong Kong Executive Director (Airport Operations) Vivian Cheung stating: “In addition to maintaining our aviation hub status, our strategy is to transform Hong Kong International Airport from a city airport into an Airport City, developing ourselves into a destination in itself for visitors. The Airport City aims to attract global visitors through its wide range of offerings in retail, dining, entertainment, and leisure while providing a business platform through its convention and exhibition facilities.

“In parallel, we are further enhancing the airport’s sea and land connectivity with the Guangdong-Hong Kong-Macao Greater Bay Area, with a view to facilitating a seamless journey for the 70 million people in the region to visit the Airport City.”

The integration of culture, sports, and tourism is also key development direction. General Director (Commercial) of Kai Tak Sports Park, James Irvine, said: “As one of the most significant sports infrastructures in Hong Kong, Kai Tak Sports Park will add vibrancy to the city’s dynamic tourism landscape with its world-class sports, leisure, and entertainment experiences. A first-of-its-kind destination set in the heart of the city will bring the global community to Hong Kong.”