Sha Tin unveils futuristic hub to lure new wave of racing fans

The Hong Kong Jockey Club will open the new racing season on Sunday at Sha Tin with glittering new digital attractions aimed at broadening horse racing’s fan base – particularly young people and overseas visitors – and enhancing the raceday experience. 

Club Chief Executive Officer Winfried Engelbrecht-Bresges and Club officials unveiled the new facilities on Tuesday at Sha Tin Racecourse that included the  “Champions Connection” arrival hub and a four-storey, high-tech “Gensō Eki” that will give visitors immersive and “instagrammable” racing-themed experiences. 

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Engelbrecht-Bresges said the heavy investment was part of the Club’s long-term strategy to promote horse racing as a sport, not just a wagering activity. 

“The Club is a world-class sport and entertainment organisation,” Engelbrecht-Bresges said. “We strive to make our racing and vibrant racecourse entertainment an iconic attraction to the local people and visitors from the Mainland and overseas.” 

He said the Club has already invested more than HK$10 billion in the Racecourse Master Plan, with another HK$4 billion to follow.

“By upgrading, altering and re-building our venues at the racecourses, we have transformed them from one of ‘hardcore gambling’ to a destination which attracts Hong Kong, Mainland and overseas customers to enjoy a platinum race-going experience with our world-class sport and live entertainment.”

Last season more than 1.7 million people attended races, including over 195,000 visitors from the Mainland. Engelbrecht-Bresges said a growing number were younger fans keen to learn more about the sport through digital and interactive offerings.

Engelbrecht-Bresges expected the racecourse to welcome twice as many overseas tourists, compared to last season, with a notable emphasis on attracting high-end visitors.

He also noted a steady increase in mainland Chinese tourists visiting the racecourse on a regular basis.

“We are very optimistic that we can have a significant increase in high-end tours and people who come here to see and witness Hong Kong racing.”  

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Press were given a first glimpse of the facilities ahead of Sunday’s huge meeting. Media wandered through the Champions Connection, which features a digital hall of fame that details the achievements of Hong Kong’s greatest equine stars past and present like Romantic Warrior, Ka Ying Rising and Golden Sixty. The well-lit space will also include food stalls, retail pop-ups and NGO-led workshops. 

Gensō Eki will provide digital racing through extended reality, gamified learning and social engagement zones. Its attractions include the “Gensōverse” virtual riding experience, an AI photo booth called “GensōSnap,” and themed dining spaces. Club Executive Director Dennis Hau said the hub “offers immersive digital racing experiences and gamified learning and activities that combine physical and digital entertainment.”

The Club is also renovating Penfold Park on the racecourse’s infield. A new “Pony World” area will open in January 2026, offering educational activities and family attractions. 

Engelbrecht-Bresges said connectivity with Grandstand II would be improved to make the park a stronger family destination.

Tourist-focused measures include a new WeChat mini programme launching on September 11, offering itineraries and race updates. A Simplified Chinese version of the Club’s “Racecourse Experience” website is also being rolled out to welcome more visitors.