LCQ12: Promoting development of tourism industry
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Question:
Regarding promoting the development of the tourism industry, will the Government inform this Council:
(1) whether it has assessed the actual effectiveness of various tourism promotional campaigns (including the "Night Vibes Hong Kong" and the "Hello Hong Kong" campaigns) in the past three years, including but not limited to (i) the growth in the number of visitor arrivals, (ii) the consumption pattern and spending of visitors, (iii) the actual economic benefits to the local retail and catering industries, and (iv) the gap between the actual effectiveness and the expected targets;
(2) whether the Government has formulated a specific timetable and effectiveness indicators for the implementation of the 133 measures in the Development Blueprint for Hong Kong's Tourism Industry 2.0 (Blueprint 2.0); if so, of the details; if not, the reasons for that; and
(3) as given that it is learnt that the tourism industry and related service industries (e.g. retail and catering industries) are currently facing the challenges of manpower shortage and digital transformation, and that Blueprint 2.0 proposes to strengthen the cultivation of talents for the tourism industry and promote the development of smart tourism, of the Government's specific support measures (including the relevant funding arrangements) in place to assist the industry (especially small and medium-sized enterprises) in overcoming the relevant difficulties?
Reply:
President,
In respect of the question raised by the Hon Lam So-wai, in consultation with the Labour Department, the reply is as follows:
(1) With the re-opening of Hong Kong's cross-boundary tourism activities in early 2023, the Hong Kong Tourism Board (HKTB) immediately launched a large-scale global promotional campaign, "Hello Hong Kong", in February of the same year. Through the launch of a series of promotional activities, the HKTB has made every effort to promote the recovery of tourism, spread the welcome message around the globe, reconnect with global visitors and entice them to experience the excitement and charms of Hong Kong in person.
Highlights of the large-scale global promotional campaign "Hello Hong Kong" included:
| Sending the greatest welcome to the world | The HKTB invited trade representatives, celebrities and key opinion leaders (KOLs), etc, to take part in the production of more than 330 video clips featuring travel experiences in Hong Kong to send a welcome message to the world. These videos were broadcast on more than 3 000 different platforms worldwide. During the period, the "Hello Hong Kong" dance challenge launched on social media platform TikTok attracted over 1.2 million video clips from netizens with 1.5 billion global viewership. The challenge became TikTok's promotional campaign with the highest traffic in the Southeast Asian market in the first quarter of 2023 and brought 300 000 new followers to the HKTB's official account, increasing the total number of followers to around 2 million. To welcome inbound visitors from all over the world, provide an additional promotional channel for local merchants and create business opportunities, the HKTB distributed about 2 million Hong Kong Goodies visitor consumption vouchers (each valued at HK$100 or more) for visitors to redeem offers or free welcome drinks at one of the 4 000 designated catering outlets, retailers or attractions across the city. At the same time, the HKTB supported the promotion of the Airport Authority Hong Kong's giveaway of 500 000 air tickets in various visitor source markets. |
| Seeing is believing – inviting guests to Hong Kong for first-hand experience | In 2023, the HKTB invited over 2 000 trade and media representatives, celebrities, KOLs and HKTB's Hong Kong Super Fans from the Mainland, Southeast Asia and Europe, etc, to visit the city in person for tailor-made thematic itineraries to showcase Hong Kong's diverse tourism appeal and tell good stories of Hong Kong. |
| Reaching out to the world – showcasing Hong Kong's appeal | The HKTB took the initiative in leading the trade to reach out to the world by participating in more than 20 large-scale travel fairs and trade events related to meetings, incentive travels, conventions and exhibitions held in the Mainland and overseas markets in 2023, so as to demonstrate Hong Kong's tourism appeal and help the trade explore business opportunities. |
In 2024, the HKTB also actively developed diversified tourism experiences to enhance the city's appeal as a travel destination by making use of Hong Kong movies to promote tourism, promoting panda tourism and riding on various Chinese and Western festivals such as the Mid-Autumn Festival, the Halloween, as well as different themes like arts and culture, neighbourhoods, great outdoors, to bring in brand-new experiences and hype up the blissful ambience.
Meanwhile, over the past two years after the pandemic, the HKTB resumed hosting of different mega events covering sports, gastronomy and entertainment elements, including the Hong Kong International Dragon Boat Races, Hong Kong Cyclothon, Hong Kong Wine & Dine Festival, Hong Kong WinterFest, Hong Kong New Year Countdown Celebrations and International Chinese New Year Night Parade, while injecting new perspectives, elements and experiences to enrich the events. HKTB organised in 2023 the first "Harbour Chill Carnival" at the Wan Chai harbourfront, featuring music shows on water stage, street performances and X-Games performances; "Summer Chill Food Lane" was set up during the 2024 Hong Kong International Dragon Boat Races; "Cyclothon Carnival" was held in 2024 Hong Kong Cyclothon; and the previously four-day Hong Kong Wine & Dine Festival was extended to five-day in 2024, attracting more locals and visitors.
In addition, the HKTB presented a series of drone shows and pyrotechnic displays with different themes to tie in with festivals and events in 2024 such as the Galloping Horse in the Sky drone show and Winter Harbourfront Pyrotechnics Show, which successfully created a vibrant city-wide ambience. The events attracted both local and international media exposure and active participation of both locals and visitors, reinforcing the city's status as the Events Capital of Asia and bringing global publicity value, thereby creating a vibrant atmosphere in the city and stimulating consumption and economy.
To support the "Night Vibes Hong Kong" campaign launched by the Government in mid-September 2023, HKTB also rolled out a number of mega events and promotions to enhance ambience at night. These included the promotion support for the Tai Hang Fire Dragon Dance, promotion of the "Hallo" Hong Kong Halloween campaign, "Hong Kong Night Treats" dining vouchers, Hong Kong Night Bus Tour visitor exclusive offers and brand-new Temple Street promotion.
The effectiveness of the HKTB's tourism promotion work cannot be assessed entirely in quantifiable terms. Notwithstanding, the HKTB will set different indicators based on the nature of its promotions and events, such as website views, social media reach, global media exposure, participants' satisfaction, likelihood to recommend to family and friends and intention to revisit, to measure the effectiveness. The various tourism promotions launched by the HKTB in the past three years received positive feedback. Not only have they successfully showcased Hong Kong's return to normalcy after the pandemic, but also boosted the city vibe, creating more reasons for visitors to visit Hong Kong and attracting them to visit. The promotions have met their objectives.
(2) The Culture, Sports and Tourism Bureau (CSTB) announced on December 30, 2024, the Development Blueprint for Hong Kong's Tourism Industry 2.0 (Blueprint 2.0) outlining the overall working direction for the development of Hong Kong's tourism industry from 2025 to 2030. Blueprint 2.0 proposes four-pronged positioning for tourism development and four major development strategies, covering product development, visitor source expansion, smart tourism and service enhancement, with a view to promoting the prosperous and healthy development of Hong Kong's tourism industry. At the same time, Blueprint 2.0 proposes 133 specific actions and measures that are conducive to the development of tourism, with a view to stimulating the vitality of the tourism market through diversified strategies, enriching the quality and content of tourism products and services, and further mobilising different industries to jointly promote the development of Hong Kong's tourism industry. The implementation schedule of the various measures which are categorised into short- (within three years), medium- (three to six years) and long- (more than six years) term and the related performance indicators are set out in Blueprint 2.0.
(3) The CSTB has been maintaining liaison with tourism-related parties, including the HKTB, the Travel Industry Council of Hong Kong (TIC), the Travel Industry Authority (TIA), the Hong Kong Hotels Association and the Federation of Hong Kong Hotel Owners, to understand the existing situation of manpower resources among different job categories in the industry and explore feasible remedial measures in a bid to cope with the short, medium and long-term needs of manpower resources.
Blueprint 2.0 sets out the overall working direction and strategy in the next five years and one of the development strategies is to enhance the service quality and support of the tourism industry on all fronts, and to cultivate talents, which covers 31 measures.
Following the related strategy, the CSTB will continue to maintain close communication with the tertiary institutions that provide hotel and tourism-related curriculum, encourage collaboration among tertiary institutions and the trade in organising career expos and seminars to enhance young people's understanding of the development prospects of the tourism industry, make good use of various tourism volunteer and youth ambassador programmes to nurture more aspiring youth to join the tourist guide profession, as well as continue to explore with the relevant bureau further expansion of the Vocational Professionals Admission Scheme to cover hotel management, tourism and hospitality related programmes.
On the other hand, the Government allocated $100 million in 2022-23 to subsidise the training and development of travel trade practitioners. The TIA will continue to utilise the funding to support training for travel trade and implement measures to attract more talents to pursue a career in the tourism industry and enhance the professional standards of the trade including assessing the manpower requirement for tourist guides, tour escorts and different job categories in travel agents through data collection, so that a more detailed and comprehensive manpower resources strategy can be formulated; supporting students of tertiary educational institutions to obtain a tourist guide licence; reviewing and streamlining the curriculum and requirements of the licensing examination and pre-examination training courses; launching a docent-to-tourist guide bridging programme and a specialised tourist guide licensing programme to increase the supply of professional tourist guides in the market; and engaging the TIC as a partner for placement opportunity and talents matching to improve talent supply and demand in the industry.
Besides, the Labour Department has implemented the Enhanced Supplementary Labour Scheme (ESLS) since September 4, 2023, to alleviate the manpower shortage across different industries (including the accommodation services industry). Employers of the hotel sector may apply under ESLS to import workers at technician level or below to fill vacancies which they have genuine difficulties in recruiting suitable staff locally. As at March 31, 2025, employers of the accommodation services industry were approved to import 1 633 workers under ESLS, mainly for posts such as room attendant, waiter/waitress and receptionist.
On assisting the industry in digital transformation, the Government allocated a total of $70 million to the TIC under 2016-17, 2018-19 and 2023-24 Budgets to launch the Information Technology Development Matching Fund Scheme for Travel Agents, under which funding support is provided on a matching basis to each eligible travel agent. Funded projects include efficiency and productivity enhancement through big data, promotion of digital marketing, security of information technology system, development of mobile apps and website enhancement, to encourage the industry to make use of technology for upgrading and transformation, and to enhance the ability of travel agents to expand their business through information technology.
The CSTB will work closely with the relevant bureaux/departments and executing organisations to actively alleviate the manpower shortage in the travel trade and the challenge of digital transformation, thereby improving service quality. This ensures that visitors get to experience Hong Kong's zealous hospitality, thereby shaping a more attractive tourism brand.
Ends/Wednesday, April 16, 2025
Issued at HKT 17:40
Issued at HKT 17:40
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