Hong Kong’s colour is fading while Singapore and Shenzhen shine

The city needs rebranding and revitalising to shake off its image problem. After recent lacklustre tourism campaigns, and a failure to deliver bold ideas in the past, a deeper rethink is needed

Anthony Cheung

Published: 9:30am, 26 Sep 2023

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Singapore recently hosted the Formula One Grand Prix weekend, the highlight of which was the night race on the Marina Bay Street Circuit. The Lion City originally held races from 1961 to 1973, and the event returned in 2008, rebranded to showcase the vibrant city at night.

The 14 races since have attracted around 1 billion viewers worldwide. Accompanied by major performances and events, F1 brings the city state immeasurable image benefits and tourism receipts.

In contrast, Hong Kong’s tourism, food and drink sectors have been disappointed with the city’s post-Covid-19 business performance. Despite the “Hello Hong Kong” campaign launched in February and its generous handouts, the boost to “revenge” tourism and consumption has been smaller than expected.

Hong Kong has a good share of annual world-class events, notably the Sevens rugby tournament, the Hong Kong Marathon and Art Basel Hong Kong, as well as many seasonal celebrations and exhibitions. It is a major global events destination.

Before the 2019 protests and pandemic disruptions, tourism was a booming industry, the envy of Hong Kong’s neighbours. Arrivals reached a record high of 65 million in 2018, 3.5 times Singapore’s.

Recovery has been gradual. Still, more than 20 million people visited Hong Kong in the first eight months of this year, about 84 per cent of the pre-pandemic 2017-2019 corresponding average, with 80 per cent coming from the mainland. The figure is not bad, compared to Singapore, which saw 9 million arrivals, about 70 per cent of the January-August total in 2019.

People shop at Night Market by the Sea at K11 Musea in Tsim Sha Tsui on September 22, a Friday market featuring traditional street food and film-related memories. It is part of the “Night Vibes Hong Kong” promotion. Photo: Yik Yeung-man

Facing slow growth and uncertainty, as well as setbacks in the stock and property markets, domestic consumption has been somewhat lacklustre. Some locals are heading to other cities like Shenzhen to seek cheaper food and, often, better service. As a result, under mounting industry pressure and intense competition, the government has launched a “Hong Kong Night Vibes” campaign.

Nightlife used to be a feature of the city – from Temple Street to Lan Kwai Fong. While doing more to liven up the city is welcome, it’s not just nighttime activities that are shrinking. Daytime business is also becoming a concern for some small and medium-sized establishments.

The discussions on promoting the nighttime economy have focused on local bazaars, food stalls, and street shows and performances. There should be a deeper rethink of why Hong Kong seems to be losing its colour.

The city can no longer rely on conventional selling points in shopping, food or entertainment, or a service attitude that takes visitors for granted. The industry needs transformative thinking to cater to a new generation of mainland and international travellers that value lifestyle activities more, such as cultural tourism. It should target higher-yield tourism and not just arrival numbers.

10:22

Hong Kong's beloved and historic tramway offers slow-paced contrast to bustling city

At this critical juncture, Hong Kong needs both rebranding and revitalisation. Contrary to some prejudicial views, there was no lack of bold thinking in the past.

Soon after 1997, Tung Chee-hwa’s administration decided to launch a Disneyland park in Hong Kong, the second in Asia after Tokyo’s. It also announced ambitious plans for a West Kowloon Cultural District, to make Hong Kong a cultural and performance capital. The administration of Donald Tsang Yam-kuen spearheaded the Kai Tak cruise terminal to leverage Hong Kong’s port advantages.

Had all these projects been completed on time, Hong Kong could have capitalised on the rising affluence in Asia, especially mainland China. And then, there is the implementation. Disneyland and the cruise terminal have run into operational problems while the West Kowloon arts hub, after more than two decades of twists and turns, remains nowhere near target despite fast-depleting HK$21.6 billion in government funding.

Passengers wait for public transport at the Kai Tak Cruise Terminal on August 11. The terminal has been criticised for its poor connections. Photo: Jelly Tse

Lessons should be learned, mostly to do with the business model, detailed planning and risk mitigation. Interdepartmental coordination is critical and a whole-of-government approach is preferred for strategic branding projects. Notably, Hong Kong organised a successful equestrian event as part of the 2008 Beijing Olympics.

As early as 2001, Hong Kong adopted the “Asia’s World City” motto. Yet, it has been slow to warm to the Asian arena, including with Asean, whereas Singapore is more prominent as a strategic bridge for Southeast Asia and the rest of the world, and in reaching out to South Asia.

The relative neglect of Asia until recently was partly due to Hong Kong’s long-standing bias in favour of North America and Europe, and partly the easy win from economic integration with the mainland, such that the need to befriend new markets and communities became less pressing. Now, confronted with polarising geopolitics worldwide, Hong Kong must strengthen its Asia strategy.

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It should ask what makes it special and why people should visit or work here. The ultimate attraction should be the Hong Kong experience: as a city of possibilities, intellectual space and exceptionalism, and a destination not to be missed.

Hong Kong should value its legacy and continue to display its vibrant streetscape, multicultural community, free space and inclusiveness. It should look for its novel elements and highlight or develop them.

Hong Kong has an image problem. Because of recent political upheavals and the national security law, there is a perception that the city is under a tighter political grip and becoming less pluralistic. Some foreigners wonder if Hong Kong is still as free a city and market as before.

Upbeat messages from the government are not enough. Many countries, including those which jeer at developments in Hong Kong, have national security laws too, but they do not let such laws cast a shadow over every facet of daily life. Hong Kong can do better than them.

Anthony Cheung is a former secretary for transport and housing (2012-17) and former president of the Education University of Hong Kong (2008-12, then known as the Hong Kong Institute of Education)