BUOYED by the weak Hong Kong dollar, the per capita spending of overnight visitors into Hong Kong saw a 16.2 per cent increase since 2009. The average visitor spent HK$6,705 ($861) per visit while the Middle East travellers’ per capita spend increased 38 per cent to HK$7,645 ($982). TTN speaks to Anthony Lau, executive director of Hong Kong Tourism Board (HKTB) who is confident of another successful year as the tourism board looks to regain its Arab visitors that dropped due to the recent unrest.
How has tourism in Hong Kong fared over the year?
Visitor arrivals reached historic highs in 2010 as we welcomed over 36 million visitors. We expect this strong growth to continue into 2011. For the first 10 months, visitor arrivals to Hong Kong rose by 16.4 per cent and already reaching 34.2 million.
The growth was led by two key factors; the appreciation of most currencies against the Hong Kong dollar and the expansion of the scope of the Individual Visit Scheme for Shenzhen residents by the Central Government.
What kind of arrivals did you receive from Middle East and how much do they contribute to the tourism revenue? Who have been your strongest markets?
From Middle East, we received over 166,000 visitors for the first ten months of this year. Due to earlier political tensions in the region, this represented a year-on-year drop of 5.4 per cent. The total spending by overnight visitors from Middle East in 2010 was HK$876 million ($112 million).
Mainland China and our short-haul market regions continue to be our strongest drivers of arrivals: South Korea registered an increase of 15 per cent year-on-year, with cumulative arrivals hitting the one-million mark, the first time in record. Southeast Asia benefited from economic stability and high travel propensity with double-digit increase registered in Indonesia, Malaysia, Singapore and Thailand.
Mainland China saw strong travel and consumption sentiments among the Chinese consumers with a 23.7 per cent year-on-year increase for the first 10 months of 2011.
What new markets is the Hong Kong Tourism Board looking to tap?
Apart from Middle East, Hong Kong Tourism Board (HKTB) has also expanded its marketing presence in Russia, India, Vietnam, Netherlands. Leveraging on the good flight connectivity with Hong Kong, we will focus on co-op promotion with airline partners at each of these new markets. And through PR and consumer marketing efforts, we will continue to enhance consumer awareness.
What is the appeal of Hong Kong to the Arab travellers today?
No other city in the world offers such amazing diversity and sophistication in such a compact space, providing visitors of all ages and interests with a simply unforgettable experience. Hong Kong is the Asia’s World City, a destination with cosmopolitan lifestyle and a unique fusion of diverse cultures.
Hong Kong also offers comfort and luxury hotels, themed attractions and a variety of entertainment offers which can cater different segment of visitors. It is also one of the safest cities in the world with sophisticated infrastructures and seamless public transportation system where tourists can navigate around in the city effortlessly.
Hong Kong is also a gourmet’s delight, offering a great variety of dining choices at all price ranges - from Michelin-starred restaurants to local tea bistro. There are also Halal dining choices to cater for Arab travellers.
Shopping experience is also a highlight of Hong Kong tourism. From glitzy malls to funky street markets, and from trendy boutiques to traditional product stores and themed shopping districts, visitors can basically find everything from the latest designer fashions and electronic gadgets to best-value antiques and collectibles.
Are you looking to promote any segments among the Arab travellers?
Geographically, our focus continues to be in UAE (Dubai and Abu Dhabi) and Saudi Arabia and we will target our promotions towards family segment, promoting family activity offers in Hong Kong.
In the New Year, we will enhance our cooperation with airline partners and travel agents, to create greater awareness of the Hong Kong products, placing it as a desirable destination to sell and increasing Hong Kong’s top-of-mind position among the trade and consumers.
How successful has been the re-launched of the Hong Kong Specialist program for travel agents?
The Hong Kong Specialist program has been well-received by many trade partners. In the next 18 months, it will further be revamped in 13 market versions. HKTB will act as the “driver” role, promoting the destination in major trade shows, including ATM and in organising mission trips for Hong Kong trade.
We also plan to develop trade support scheme to encourage trade partners’ participation in trade promotion activities in Middle East.
There is an active push to drive Mice into Hong Kong. How successful has it been? How much of that is driver from the Middle East?
The Government of the HKSAR (Hong Kong Special Administrative Region) is devoted to developing Hong Kong into a leading Mice destination in the region. In 2008, the SAR Government allocated additional funding for strengthening Mice promotions. In the same year, the HKTB established the Meetings and Exhibitions Hong Kong (MEHK) office to promote Hong Kong as a leading MICE destination and to provide dedicated professional support to event organisers.
The total overnight Mice visitor arrivals in 2009 were 1,164,848, going up to 1,429,941 in 2010, an increase of 22.8 per cent. The Europe, Africa and the Middle East saw 127,828 visitors, an increase of 12.1 per cent.
What can visitors look forward to in the 2012?
As the events capital of Asia, there is a diverse range of events and festivals for visitors to experience. Some of the highlights are: Chinese New Year Celebrations (end Jan 2012), Hong Kong Arts Festival (Feb – Mar 2012), Hong Kong Rugby Sevens (Mar 2012), Hong Kong Derby (Mar 2012), Hong Kong Summer Spectacular (July – Aug 2012) and the Dragon Boat Carnival (Jul 2012).
Our recently added family attractions include the Ocean Park in Thrill Mountain which opened in December 2011 and the Toy Story Land in Hong Kong Disneyland that opened in November 2011.
We’ve see a number of new hotel developments including the Tai O Heritage Hotel – A heritage boutique hotel converted from the Old Tai O Police Station. Often called the “Venice of Hong Kong”, Tai O is Hong Kong’s last remaining fully-working fishing villages and The Discovery Bay Hotel and Conference Centre, expected to open mid-2012. The hotel will be a new Mice venue and further adding to Lantau’s offerings as a business-cum-leisure Mice hub.