Discover surprise elements in everyday life to enhance travel experience

The tourism industry urges to make use of mega events to broaden Hong Kong’s appeal and unleash its potentials

Nowadays, travelers looking for unique travel experiences like to look for nooks and cranies in local communities for authentic Hong Kong cuisine and interesting photographic backdrops, or head to the countryside to experience the charm of nature, striving for fully immersion in Hong Kong’s local flavors. This ‘qualitative change’ in tourist behavior has brought challenges to Hong Kong’s tourism industry, prompting it to design more ‘in-depth’ tourism products. According to a start-up cultural company, in-depth tourism elements abound in Hong Kong in various often overlooked shapes and forms. The key is how to develop relevant themes and weave stories around them from a new perspective, and synergize with mega events to create new, appealing products.

In the ‘Development Blueprint for Hong Kong’s Tourism Industry 2.0’ promulgated by Government last year, it pointed out that the Hong Kong Tourism Board (HKTB) Youth Academy will launch programmes to enhance youth’s understanding of and interest in the tourism industry, thereby encouraging them to join the industry. Earlier, HKTB organized the Hong Kong Tourism Industry Student Summit 2025 in collaboration with the Education Bureau on the chosen theme of in-depth travel. Participants included industry representatives together with a record-breaking attendance of more than 1,000 students and teachers from the Tourism and Hospitality Studies (THS).

Paul Chan: Incorporating movie blockbusters, rural culture and mega events to develop in-depth tours

Walk-in-Hong-Kong has 12 years of experience in offering in-depth tours for an average of 5,000 participants each year; it has designed more than 300 routes to date. Speaking at the summit, Paul Chan, co-founder and CEO of Walk-in-Hong Kong, said that it is important to have something special to make tourists stay longer, so the tourism industry should capitalize on local culture, and make use of the whole city as their stage for creativity.

In addition to exploring different thematic routes in the 18 districts, Chan said that it is important to seize opportunities such as mega events to design innovative products. For example, during the “Chubby Hearts Hong Kong” campaign held on Valentine’s Day last year, Walk-in-Hong-Kong launched the ‘flash mob heart chasing tours’, in which participants had a pleasant surprise not knowing what they were in for beforehand. One of the flash mob groups was in Sham Shui Po, where they learned the unique cultural features of the district through the works of local speed painters.

Chan emphasized the need to optimize unique local tourism resources to create a memorable experience for visitors, such as the Bun Festival and Tin Hau Festival. To re-live the recent hit Hong Kong movie “Twilight of the Warriors: Walled In”, Walk-in-Hong-Kong took visitors to the street shops of Kowloon city and the Kowloon Walled City Park to learn more about the district’s fascinating history. For another popular movie “The Last Dance”, Walk-in-Hong-Kong took participants to the Tung Wah Coffin Home, the film’s setting, to learn more about funeral culture.

Chan emphasized the importance of building lasting relationships with community partners. Their most frequently held rural guided tours aim to promote local conservation. For example, they devised a ‘Hidden Staycation’ as inspired by the  Hong Kong romance film “Far Far Away”. They also organized a ‘Four Seasons Dining Table’ culinary experience in a 90-year-old Hakka ancestral home in Sha Tau Kok’s Kuk Po. Chan said that villagers were often intrigued by tourists’ interest, and he explained that what appears mundane to them is the very thing that appeals to the outsider.

Promoting Hong Kong Culture on the Global Stage: A Cha Chaan Teng at Paris’ Grand Palais

Post-pandemic travelers are shifting away from traditional sightseeing and shopping, favoring experiential travel instead, according to HKTB. Hong Kong’s diversity makes it a top destination, offering everything from mega events and concerts to natural landscapes, local culture, and cuisine.

Vanessa So, Director of Communications of HKTB, highlighted efforts to promote Hong Kong’s unique cultural elements globally. Last October, the cha chaan teng—a key symbol of Hong Kong culture—was featured at Art Basel Paris in the Grand Palais. Visitors enjoyed classic dishes like char siu rice, pineapple buns, egg tarts, and milk tea, successfully showcasing Hong Kong’s culture on the international stage.

To cater to Thai tourists, known for their passion for temple visits, HKTB launched a campaign last year inviting Thai media representatives to explore Hong Kong’s famous temples, participate in traditional rituals, and learn about local beliefs. Collaborations with illustrators also produced temple-themed smartphone wallpapers, further enhancing promotional efforts through media coverage and personal experiences.

Samson Woo, General Manager of The Fullerton Ocean Park Hotel Hong Kong, shared how the hotel maximizes Southern District tourism attractions to create unique travel experiences. He expressed the hope for young people to join the industry and bring fresh energy to sustain its growth. Ho urged students to remain passionate and contribute to Hong Kong’s tourism sector after graduation.

Dr. Ip Sum-ming, Acting Principal Education Officer of the Education Bureau, praised the industry’s support for tourism and hospitality education. He urged students to combine industry insights with classroom learning to deepen their knowledge and prepare for future contributions to Hong Kong’s tourism development.

THS Students Aspire to Pursue Tourism: Breaking Stereotypes About In-Depth Travel

This year’s Hong Kong Tourism Industry Student Summit attracted over 1,300 Tourism and Hospitality Studies (THS) students from 65 secondary schools, representing 30% of Hong Kong’s THS schools—a record high.

Schools participating for consecutive years highlighted the summit’s value in helping students absorb industry insights and apply them through project-based competitions. Newly participating schools noted how the event reshaped teachers’ perceptions of “in-depth tourism,” encouraging reflection on Hong Kong’s untapped tourism potential.

Pok Oi Hospital Tang Pui King Memorial College, a three-time participant, praised the summit’s benefits. Mr. Chan, a THS teacher, said students passionate about tourism appreciate the opportunity to learn more about the industry. He also praised the project competition for boosting students’ confidence and presentation skills.

Chan emphasized the concept of “tourism everywhere,” noting that students often associate tourism with popular attractions, but true in-depth travel goes beyond that. For instance, student Cheung initially thought in-depth travel meant visiting museums or watching cultural performances. However, speakers highlighted how experiences like fine dining in rural areas can showcase scenic beauty and deepen cultural understanding. Cheung expressed his passion for tourism and plans to continue related studies in university, appreciating the summit’s professional insights on industry trends.

Ying Wa Girls’ School joined the summit for the first time. Ms. Choi , a THS teacher, said the talks closely aligned with industry practices, helping teachers stay informed. She noted that while students sometimes propose overseas trips, the summit helped them realize Hong Kong offers plenty to explore and learn. Choi also emphasized that in-depth tourism isn’t limited to remote or lesser-known places—unique experiences can create lasting memories for travelers.

Student Chan shared how the industry insights complemented classroom learning, offering a more comprehensive understanding of tourism. Preparing for the project competition also enhanced her and her classmates’ grasp of tourism-related topics.

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