After emerging from the coronavirus pandemic that has lasted more than a year, many Chinese people are itching to travel for the upcoming May Day holiday.
There are hopes for a bumper crop for the mainland's tourism industry, as reflected in the recent surge in bookings, but it remains to be seen how well Hong Kong will capitalize on this boom.
Local governments need to come up with more targeted and effective promotions so that cities don't miss out on opportunities.
Since last week, bookings for domestic flights during Golden Week have surged 21% compared to last year, according to mainland flight ticket retailer Umetrip. Hotel reservations in lower-tier cities on the travel platform Ctrip also increased by 68% compared to the previous year.
Visa fees for traveling abroad during the upcoming holidays are also said to be higher than in the same period in 2019. This all bodes well for the mainland's healthy recovery to pre-pandemic levels.
Hong Kong tourism industry expects 30% increase in tourists during Golden Week
Hong Kong tourism industry expects 30% increase in tourists during Golden Week
There are suggestions that Hong Kong remains a top destination for mainlanders due to its accessibility, which appears to be borne out by the latest arrival numbers.
The city saw a 154.3% increase in visitor numbers in the first quarter of this year compared to the same period in 2023, with 11.2 million arrivals. Last month, the city received 3.4 million visitors, an increase of 38.6% from the previous year. More than 70 percent of them, or 2.47 million people, came from the mainland.
However, these numbers are still below pre-pandemic levels. Changes in travel patterns and spending behavior mean that generating tourism revenue is no longer as easy as it used to be.
The city shouldn't rest on its laurels and expect a swarm of tourists from the mainland during Golden Week. If my recent experience is any guide, I might not spend a lot of money even if I come.
Today, many people come here not for shopping or dining, but for immersive cultural experiences and city walks. The benefits to related industries cannot be taken for granted.
Hong Kong's John Lee vows to attract more tourists during 'Golden Week' holiday
Hong Kong's John Lee vows to attract more tourists during 'Golden Week' holiday
The government has earmarked HK$1.09 billion (US$139 million) to promote tourism, including 2,000 industry professionals who have produced more than 330 short videos documenting their travel experiences in Hong Kong. It also includes an unspecified amount for sponsored trips for professionals, celebrities and internet influencers.
The video was aired on more than 3,000 platforms around the world and viewed up to 200 million times, but its effectiveness in attracting more tourists is difficult to quantify.
Chief Executive Officer John Lee Kaciu promised to attract more tourists, adding that he was pleased to see local businesses adapting to changing demand and consumption patterns.
The true test of a city's development will be whether it can demonstrate its strengths as a city of hospitality and provide a good experience to visitors.
