(Budget 2024-25) Govt allocates HK$1b in launching new Hong Kong tourism brand

Hong Kong will allocate HK$1.095 billion in launching a new Hong Kong tourism brand as well as organizing and promoting publicity activities, finance chief Paul Chan Mo-po said on Wednesday. 

The city will target source markets and collaborate with cities in the Greater Bay Area to jointly promote multi-destination tourism with the Hong Kong Tourism Board to enhance the Quality Tourism Services Scheme and launch a new round of publicity activities. 

Those activities include reality shows and the commendation of outstanding frontline staff in the service industry, Chan added, saying that the goal is to promote Hong Kong as a hospitable, people-focused city in collaboration with various sectors. 

The government will also continue to promote mega-events and will design in-depth thematic tours, enrich tourism resources and provide more novel products and experiences to cater to visitors of all types and from all origins. 

The HKTB will develop brand new seasonal, festival and event experiences of varying themes featuring Chinese and Western arts, popular culture, wine-and-dine, outskirt explorations, active sports and more to cater to the interests of wide-ranging visitor segments. 

The HKTB will promote immersive, in-depth tourism with themes like “Citywalk”, and promote young-adult focused activities such as hiking, cycling, stand-up paddle-boarding, trail running and stargazing in the wilderness as part of an energizing effort to “soft-sell Hong Kong”. 

The HKTB will also offer more diversified activities and promotions to boost the flow of people in the Temple Street Night Market promotion and create more business opportunities for its merchants in the district. 

Over the next few years, the Tourism Commission will continue to organize well-received signature creative arts and cultural tourism projects, including the Sai Kung Hoi Arts Festival and the Design District Hong Kong (#ddHK).