Hoping to draw in visitors and encourage longer stays, Hong Kong unveils its "Summer Viva" tourism campaign.
Hong Kong Tourism Board Amplifies Efforts to Boost Tourist Stay Length
The Hong Kong Tourism Board (HKTB) is ramping up initiatives to attract and retain both family and business travelers in the city, with the aim of increasing their length of stay. Peter Lam Kin-ngok, the board's chairman, made the announcement on Friday, citing the need to diversify travel experiences and seize opportunities arising from the current geopolitical climate.
According to Lam, who began his term in April, Hong Kong can no longer rely solely on its reputation as a food and shopping haven. Instead, the city should leverage the surge in tourists and capitalize on the cultural, outdoor, and business-friendly offerings it has to offer.
Lam emphasized the sense of security Hong Kong provides for family tourism, stating that "one simply cannot find another place like Hong Kong, offering both safety and convenience with numerous choices for tourists."
figures from the first quarter of 2025 indicate that 12.2 million arrivals visited Hong Kong, a 9 percent increase from the previous year and the largest quarterly growth since travel resumed following the Covid-19 pandemic. In stark contrast, arrivals plummeted by 94 percent year-on-year to 3.57 million in 2020, a decline worsened by months of social unrest and the pandemic.
For Lam, the biggest challenge in his role as chairman is ensuring quality stays are prioritized over raw numbers. He noted that tourists usually average 3.2 nights in Hong Kong and expressed the desire to keep visitors for longer.
In an effort to achieve this goal, the HKTB is developing tailored holiday packages for various visitor segments, improving information communication channels, and implementing focused marketing campaigns. Moreover, increased attention will be paid to business tourism through conferences, exhibitions, and incentive programs.
The positive impact of these strategies is already evident in tourist arrival numbers and the increasing average length of stay. Data from regions like Macau demonstrates that diversified source markets and strategic efforts contribute to a rise in both same-day and overnight visitors.
By increasing the length of stay, Hong Kong can stimulate demand across various sectors, including hospitality, retail, entertainment, and food and beverage. This boost is crucial for the local economy and, according to research findings, can improve overall tourist satisfaction and encourage repeat visits.
In essence, the HKTB is focusing on creating alluring travel packages and enhancing visitor information to draw tourists for extended periods. These measures not only heighten the economic value of tourism to Hong Kong but also contribute to improved visitor experiences and repeat visits. The success stories of other regions lend further support to these strategies.
Business travelers and those seeking a distinctive lifestyle experience will find attractive, extended stay options in Hong Kong, as the Hong Kong Tourism Board (HKTB) tailors holiday packages to cater to various visitor segments. By offering diverse tourist attractions beyond food and shopping, Hong Kong aims to capitalize on travel opportunities arising from the current geopolitical climate.
