Hong Kong is experiencing a notable shift in its tourism profile as the city co-hosts the National Games of China, drawing more mature and independent mainland Chinese visitors compared to traditional organized tours. Industry leaders suggest this sporting event, currently underway, is successfully pivoting Hong Kong’s focus toward “sports tourism,” attracting high-value travelers who seek customized, in-depth experiences beyond typical tourist hotspots.
The phenomenon was detailed on Wednesday morning by Timothy Chui, Executive Director of the Hong Kong Tourism Promotion Association, during a radio program. Chui noted that most mainland travelers arriving for the Games are not part of conventional package tours. Instead, they are organizing themselves into groups through professional bodies, companies, or fan clubs. These experienced travelers frequently purchase event tickets independently but then enlist local Hong Kong travel agencies to arrange personalized services. This customization includes securing specific hotel locations and coordinating local transportation.
Mature Travelers Seek Deeper Experiences
Chui emphasized that this new cohort of visitors exhibits a higher level of maturity in their travel preferences. Their itineraries often extend beyond historical landmarks, favoring immersive cultural experiences at sites like the West Kowloon Cultural District museums or visits to theme parks. These itineraries are typically more compact and focused on deep exploration.
Furthermore, these mainland spectators are accustomed to a “multi-stop” travel model, utilizing their trip to traverse Hong Kong, Macau, and other cities within the Greater Bay Area (GBA)—a testament to increasing regional tourism connectivity.
Legislative Council Member Edward Lau praised the government’s efforts in leveraging the Games to create a widespread, enthusiastic public atmosphere. Lau contends that the successful publicity campaign extended the event’s reach from dedicated sports enthusiasts to the general public, generating a “whole-city” focus.
Holding the event during November, traditionally a quieter period for tourism, provides a crucial economic stimulus. Lau believes the Games perfectly embody the “sports plus tourism” and “sports plus consumption” strategies, which leverage major events to drive visitor spending and economic activity. He also lauded the multi-city collaboration with mainland partners as a valuable template for future GBA cooperation on major events.
Technology Enhances Visitor Discovery
To help visitors explore attractions beyond the competition venues, the government introduced eight themed travel routes during the Games. Lau commended the use of technology, including mini-programs and augmented reality (AR) interactive experiences, which enable travelers to easily discover points of interest. Complementing this, the tourism sector has rolled out specialized packages and “bespoke tours” tailored to visitors’ specific interests, fostering a positive impact on both foot traffic and consumption.
Ray Chui, Executive Director of the Hong Kong Hotel Owners Federation, suggested that the success of this and other recent sporting events, like major football tournaments, demands a more data-driven approach to tourism promotion. Chui recommends that the industry utilize big data analysis to pinpoint the origins of travelers drawn by specific sports and cultural events. This data should then inform “proactive deployment” and targeted marketing campaigns in key overseas markets to attract premium visitors.
The hotel sector has already seen a boost, as organizers have reserved rooms for athletes, technical staff, and media. Chui anticipates that high-interest events, such as fencing competitions, will further drive tourist arrivals.
A significant outcome of the co-hosted Games is the adoption of a unified ticketing system across the three hosting locations, requiring real-name registration for ticket purchases. Chui highlighted this as an excellent pilot project for cross-border cooperation, noting its potential to harmonize ticketing systems across the GBA for future major events, including arts performances and concerts. This unified platform is viewed as a crucial step toward streamlining large-scale event management within the region.
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