(Policy Address 2025) HK sets sights on Muslim tourists with Halal push and new immersive experiences

In a bold move to diversify its tourism portfolio, Chief Executive John Lee’s latest Policy Address unveiled a multi-pronged strategy aimed at aggressively developing the Middle East and ASEAN markets while transforming Hong Kong into a hub for immersive, thematic travel. A central pillar of this plan is to make the city more accessible and welcoming.

To further promote Muslim tourism, the government will strengthen its strategy of "accreditation, education, and promotion," actively encouraging the industry to provide more Muslim-friendly facilities and food options.

In a direct incentive, the Hong Kong Tourism Board (HKTB) launched a funding scheme effective immediately, offering a half-rate subsidy for the Halal certification fee, capped at $5,000, for restaurants that acquire the certification through the end of next year.

Beyond catering to new markets, the policy blueprint details an extensive plan to refresh the city's appeal with a slew of new attractions.

The government will develop a variety of immersive tours, including promoting the "Chinese Cultural Celebrities Rescue" red tourism route and creating thematic floral gardens across all 18 districts.

Other projects set to enhance the visitor experience include industrial brand tourism, the revitalized Old Town Central and Kowloon City districts, a new Victoria Park Bazaar, and the public opening of the historic former Yau Ma Tei Police Station.

In a significant move to open new areas for exploration, the frontier closed areas at Mai Po and Starling Inlet will also be accessible to visitors.

Culinary tourism will receive a major boost with an enhanced version of the Hong Kong Wine & Dine Festival, which the HKTB will stage to promote the city's bar and restaurant offerings worldwide, solidifying its position as an international culinary hub.

The streetscape around Lan Kwai Fong will be aesthetically enhanced in phases to foster a stronger sense of "community-making."

To expand accommodation options, the Home Affairs Department will refine application guidelines to facilitate the operation of home-stay lodgings and holiday camps in rural areas. 

Furthermore, the Development Bureau will facilitate the conversion of village houses into home-stay lodgings or community eateries, offering tourists a more local and authentic experience.

Rounding out the hospitality drive, the government will implement a new "Outstanding Services Award Scheme." This initiative will cover various tourism service industries to commend merchants and practitioners for their outstanding products and services, promoting a culture of exceptional hospitality through mass media.