Every little bit helps when it comes to promoting Hong Kong abroad, and the latest initiative aims to leverage the success of Art Basel as a global brand to boost tourism by showcasing Hong Kong’s unique culture and character on the world stage. Hopefully, this will encourage luxury tourists to spend more time in the city and its attractions.
For the first time, the tourism authority has teamed up with Art Basel to bring the Hong Kong atmosphere to visitors of the famous fair under a three-year partnership, meaning promotion through the prestigious annual art event will not only apply to Hong Kong in March, but also to events in Basel, Miami and Paris in the coming years.
Organizers say the deal will bring global attention to its vibrant arts scene, enhance the experience for visitors to Art Basel and foster deeper connections between the city of Basel and its global arts community. The tourism board hopes the deal will inspire more international travelers to visit Basel, discover the local creative community and share in its rich cultural experiences.
Art Basel is a successful global brand that expanded from the Swiss city to Miami Beach in 2002 and then to its only Asian outpost, Hong Kong, in 2013. The fair has quickly established itself on the city’s major events calendar and become a highly anticipated show by the local art scene and beyond. The first show under the new agreement will be Art Basel Paris, which will take place at the French capital’s Grand Palais in October, just after the Summer Olympics.
According to records, the four current Art Basel fairs each attract between 38,000 and 82,000 visitors per year, with the French edition expected to catch up and grow its numbers after its inaugural edition in 2022. While the total number of visitors may not seem large on a global scale, the platform attracts elites and high-end art lovers who are also a major target for tourism promotion.
The showcase will provide an immersive experience for visitors to the four international and domestic exhibitions, offering a side not seen in traditional tourism roadshows.
The most recent Art Basel Hong Kong, held in March, featured the iconic cha chaan teng, allowing visitors to savour Hong Kong specialities such as pineapple buns, French toast and milk tea in a traditional café setting.
With details of both the show and the agreement still scarce, the cost-effectiveness of such a promotion remains to be seen, but Hong Kong’s diversity of visual, cultural and culinary delights remains unknown to many living elsewhere.
The new deal will give the city the opportunity to curate itself in the arts world and is expected to create new synergies with the tourism industry.
