When unexpected events are not allowed, the bar for expectations may be set high. Golden Week, which ended on Sunday, is a good example.
Director-General of Tourism Kevin Yong Yun-hung earlier predicted that 800,000 mainlanders will cross the border to visit Hong Kong in five days, spending HK$2.3 billion, raising hopes for a boost to the economic recovery.
Such expectations did not take into account the bad weather, which rained for most of the holiday.
Nevertheless, the estimated total number of visitors approached more than 750,000, with a total of 893,000 total visitors, a 23.5% increase over the same holiday last year. “We did a great job” under the circumstances, Yong said.
On that note, pat yourself on the back before you remove your weather filter. In reality, Hong Kong’s tourism industry is still struggling to recover, with the number of visitors to Hong Kong during the holidays remaining at two-thirds of pre-pandemic levels.
Therefore, just because the number of visitors is increasing every year, there is no reason to relax. The competition for a tourism-led economic recovery is fierce and will only continue to intensify.
Tourists enter Hong Kong from West Kowloon Express Station during the Labor Day Golden Week long weekend.Photo: Jerry Tse
Still, the surge in mainland Golden Week tourists above pre-pandemic levels is a good sign. But that didn’t match average personal spending. This suggests a more insightful approach to consumption.
Evidence of this can be seen in Hong Kong, where more mainlanders are commuting to Hong Kong for day trips, spending the night across the border and spending the night in cheap hotels. In that regard, the strength of the local dollar would also have weighed on tourist spending.
A mainland-led recovery in tourism cannot be taken for granted. There is much work to be done to develop and promote this city not just as a shopping destination, but as a feast of unique cultural experiences.
I hope that the lessons learned from this time will be reflected in the preparations for next October’s Golden Week. It’s not just the government’s responsibility. Business and tourism industry leaders must also rise to this challenge.
It was good to hear from Finance Secretary Paul Chan Mopo that the government will continue to promote large-scale events to attract more tourists. But industry leaders are right to say that the tourism blueprint to be released later this year requires more targeted policies, including fresh ideas.
