Great Opportunities in GBA Tourism

In a bid to “bringing in” more visitors for Hong Kong, the Hong Kong Tourism Board (HKTB) has taken the initiative to reach out and invite international visitors to explore what makes Hong Kong a world-class destination in the Greater Bay Area (GBA).

On 19 October 2023, Dane Cheng, the Executive Director of the HKTB, together with representatives from the Department of Culture and Tourism of Guangdong Province and the Macao Government Tourism Office, jointly hosted the first large-scale overseas promotion event for GBA after the pandemic in Bangkok, Thailand, to introduce the unique tourism attractions to Thai trade partners and media. Social media influencers and members from various tourism sectors, including travel agents from Thailand, also attended the event.

Speaking at the event, Dane remarked “Hong Kong enjoys the advantage of its exceptional connectivity with the world and plays a crucial role in promoting GBA tourism. By consolidating the abundant tourism resources of the ‘9+2’ cities, the HKTB is initiating a series of promotions under the GBA tourism brand to showcase the comprehensive tourism experiences available within the region, enticing visitors to plan multi-destination journeys in the GBA, thereby further enhancing the overall tourism competitiveness of the entire region.”

Ms. Sumanee Pipathananun, Deputy Director of Roongsarp Travel, who attended the Bangkok event, expressed her anticipation that travel extending beyond Hong Kong would become a new trend in Thailand.

“As the global demand for culture and heritage-related travel experiences continues to rise, the GBA, with its rich cultural resources and heritages, holds significant potential for tourism development. Hong Kong is strategically positioned to take a leading role in driving this trend. There is unquestionable potential and appeal in positioning the GBA as an attractive destination for Thai travellers.” she said.

Ms. Pipathananun further mentioned that she was looking for simpler tour arrangements.

“Thai travellers typically partake in 3-Day, 2-Night (3D2N) or 4-Day, 3-Night (4D3N) getaways in Hong Kong. With the inclusion of the GBA cities, there is potential for extended stays depending on the number of cities included. Thai travel agents hope to establish stronger network with mainland operators to ensure a seamless transition when travelling through the cities. Using different local operators for each city may pose inconvenience during transitions.” she added.

Meanwhile, HKTB has launched a brand new all-in-one thematic travel website (www.discovergreaterbayarea.com), which provides information categorised under four major experiences, namely “Local Delicacy”, “Cultural & Heritage”, Theme Park Thrills” and “Festive Celebrations”. This website aims to showcase the diverse attractiveness of the GBA and provide convenience to visitors planning to stay or stopover in the region.

In line with the adage “Seeing is Believing”, the HKTB has partnered with the Ministry of Culture and Tourism of The People's Republic of China, the Department of Culture and Tourism of Guangdong Province and the Macao Government Tourism Office to extend invitations to travel partners from North American markets for a 9-Day, 8-Night (9D8N) Familiarisation trip to Hong Kong, Macao, Guangzhou and Jiangmen in September. This initiative aims to inspire travel trade partners in North America to develop and offer GBA itineraries to their consumers through their own first-hand experiences.

Mr. Jeffrey Chen, CEO of WJ Global Inc. from the US, was among the travel partners participating in the Familiarisation trip.

“Hong Kong is indeed a very special city within the GBA. The night view of Victoria Harbour is magnificent, and there are few places in the GBA that offer the experience of going to the Peak to enjoy the harbour's breathtaking nighttime panorama from such heights. Additionally, Hong Kong’s well-developed highway network and sophisticated public transport system provides convenience for visitors to immerse themselves in the city’s vibrancy and energy of the city from dusk to dawn.”

Mr. Chan expressed his intent to incorporate new attractions into the travel itineraries for his consumers, noting that Hong Kong has developed new offerings over the years.

“With the openings of M+ in 2021 and the Hong Kong Palace Museum in 2022, Hong Kong has become a destination where you can explore world-class museums and appreciate the natural beauty of the countryside within just an hour of car ride. Catering to a diverse range of characters within a tour group, Hong Kong’s multifaceted nature as a travel destination effortlessly satisfies the needs of everyone.”

Lisa Wan, Associate Professor of the School of Hotel and Tourism Management and the Department of Marketing at The Chinese University of Hong Kong (CUHK), stated that there are several areas the industry could focus on to promote the development of multi-destination tourism in the region.

Professor Wan identified several advantages that visitors recognise in Hong Kong.

“Hong Kong offers abundant options for fine dining, boasting more Michelin restaurants. The city is also praised for its overall efficient service and a high-level of English-speaking staff. In terms of shopping, travellers appreciate Hong Kong's service efficiency and reliable product quality. The presence of numerous luxury brand stores enriches the shopping experience with a wide and comprehensive range of styles. Furthermore, international travelers particularly enjoy Hong Kong's captivating hiking trails, as it is incredibly convenient to access to these routes from the city center using public transportation.”

In addition, she suggested that the industry should take proactive steps to maintain Hong Kong’s strategic position by reviving the night economy.

“In the short run, Hong Kong should revitalise the night markets in Temple Street and Mong Kok, leveraging their fame and easy accessibility by public transport. These night markets should showcase the living culture of Hong Kong people, offering tourists traditional snacks, sweet soup and local specialty products. Street performances can also be attractions for tourists to take photos and capture moments for social media check-ins. Furthermore, Hong Kong should continue organising mega events, world-class conferences, and exhibitions to attract more overnight and international visitors.”

The HKTB is curating a series of mega events, including Hong Kong WinterFest 2023, the 2024 New Year Countdown Celebrations, and the Cathay International Chinese New Year Night Parade. As part of efforts to immerse visitors in the vibrant nighttime atmosphere of Hong Kong, the HKTB is also supporting the revitalisation of the Temple Street Night Market.

When asked about how the industry should capitalise on the GBA opportunities, Professor Wan emphasised the need to strengthen partnerships with counterparts in the region.

“Hong Kong’s competitive edge lies in our strategic geographical location, as it serves as an excellent gateway for international visitors to access the GBA. Visitors have the opportunity to extend their stay in Hong Kong, immersing themselves in the city’s rich heritage, encompassing music, culinary experiences and Wushu. Notably, some of our local Kung Fu movie stars have achieved international acclaim. Similarly, in a nearby GBA city like Foshan, both their cuisine and Wushu practices enjoy global recognition. By fostering partnerships with Guangdong authorities and cities, Hong Kong can position itself as a premier destination for tourists interested in these specialized tours,” she said.

Looking forward, the HKTB remains committed to the promotion and consolidation of the abundant tourism assets across cities in the GBA, and to attract visitors to embark on multi-destination journeys within the region, thereby enhancing GBA’s overall competitiveness as a top-tier travel destination.