Executive Director’s Statement
Anthony Lau
In 2024, Hong Kong’s tourism industry showed steady recovery, welcoming nearly 45 million
visitors, a
year-on-year rise of over 30%. Short-haul markets excelled, with Southeast Asia leading the way,
while
long-haul also surged. These results highlight Hong Kong’s global appeal, though shifting travel
patterns, spending behaviours, and rapid global changes pose new challenges.
I am
honoured to have rejoined the Hong Kong Tourism Board (HKTB) as Executive Director in August.
Amid market shifts, the HKTB is committed to working closely with the industry to chart a
sustainable path, leveraging the HKSAR Government’s policy support and beneficial measures from
the Central Government to drive holistic growth.
Driving “Tourism is Everywhere”
In December 2024, the Government announced the “Development Blueprint for Hong Kong’s Tourism Industry
2.0” (“Blueprint 2.0”), setting four key strategies: developing distinctive products, expanding
diversified source markets, promoting smart tourism, raising service quality, and nurturing talent. The
HKTB is aligned with “Blueprint 2.0’s” vision and will fully implement the “Tourism is Everywhere”
strategic initiative to drive long-term sustainable growth of the tourism industry.
Leveraging Hong Kong’s Appeal to Implement “+Tourism”
Maximising Hong Kong’s abundant tourism resources, the HKTB will build on the “+Tourism concept”,
integrating culture, ecology, mega events, and gastronomy to extend visitor stays, boost spending, and
elevate our visitors’ experience.
As the events capital of Asia, Hong Kong presents spectacular
major events year-round. Building on the “Mega Events +Tourism” concept, we will add international flair
and innovation to flagship events including the Hong Kong International Dragon Boat Races, Hong Kong
Wine & Dine Festival, Hong Kong Cyclothon, Hong Kong WinterFest, Hong Kong New Year Countdown
Celebrations, and International Chinese New Year Night Parade. We will work with the industry to roll
out travel products and packages to maximise the impact of different events.
Diversifying Source Markets and Capturing High Value-Added Segments
The HKTB is expanding into diversified markets, consolidating core segments while opening
potential regions such as the Middle East and ASEAN. For Muslim visitors, we employ a three-pronged
strategy of Accreditation, Education and Promotion
to enhance Hong Kong’s Muslim-friendliness. This includes encouraging dining and accommodation providers
to gain Halal certification, upgrading training, and driving targeted promotions in priority
markets.
With the industry’s enthusiastic response, these initiatives have already achieved
significant progress. In the 2025 Global Muslim Travel Index (GMTI), Hong Kong’s ranking in the
“Muslim-friendly Destinations (non-Organisation of Islamic Cooperation)” category rose from fourth in
2024 to third and was named the “Most Promising Muslim-Friendly Destination of the Year”.
We are
also promoting multi-destination tourism by linking with other Greater Bay Area (GBA) cities to create
integrated itineraries. Strategic campaigns, including “Meet Hong Kong, Meet GBA” and “Meet Hong Kong,
Meet the World” further consolidate Hong Kong’s role as a convention and exhibition capital, attracting
more high-end visitors.
Promoting Smart Tourism
Visitor itinerary planning and spending habits have shifted significantly in recent years.
In response, the HKTB has been modernising its one-stop travel platform Discover Hong Kong, delivering
updated content on attractions, dining, activities, and promotions, while partnering with industry
platforms to simplify browsing and booking.
In March this year, the HKTB upgraded PartnerNet,
adding interactive charts, statistics, and source market analysis. These tools help track dynamics,
refine promotions and product planning, and strengthen competitiveness.
Promoting Service Excellence and Hospitality Culture
In addition to “Tourism is Everywhere”, Hong Kong is promoting “Hospitality is Everywhere”.
In 2024 the HKTB launched the “Let’s Go the Extra Mile” campaign to promote everyday hospitality. The
latest round of the “New Outstanding Services Award Scheme” honours frontline staff who embody
hospitality, sharing their stories to inspire others to elevate Hong Kong’s hospitality
culture.
Building on this momentum, the HKTB organised the “Hong Kong Tourism Industry Student
Summit 2024” with the Education Bureau to promote sustainable tourism.
The “Hong Kong Pals”
volunteer programme was expanded, recruiting members to share authentic local recommendations with
visitors, reflecting Hong Kong’s welcoming spirit.
Collaborating to Drive New Achievements
Tourism is a key economic pillar for Hong Kong and a powerful platform to tell our story,
showcase our culture, and build global connections. The HKTB is committed to working with the Government
and all sectors to seize opportunities and achieve new milestones. I extend my heartfelt thanks to the
HKSAR Government, our tourism industry counterparts, our sponsors, and the public for their trust and
unwavering support, and HKTB members for their guidance and dedication to advancing Hong Kong’s tourism
industry.
Looking ahead, I hope the industry continues to work closely together to harness
opportunities, so visitors and residents alike enjoy tourism’s rewards.
Together, we can
reinforce Hong Kong’s standing as a world-class destination travellers remember fondly, where they
create wonderful memories, and will return to our city again, and again.
