Editorial | It will take more than free air tickets to show that Hong Kong is back

Minor setback, major comeback, so the saying goes. After four bitter years of political turmoil and Covid woes, Hong Kong is struggling to move on. The latest HK$2 billion (US$255 million) global campaign by the Tourism Board is an overdue but positive step to woo visitors. But the troubled times are far from over. It will take more than free air tickets and gifts to show the city is back.

It says a lot about the damage to tourism when the 500,000 giveaway air tickets were actually purchased by the Airport Authority back in 2020 in a bid to boost the industry following the 2019 social unrest. With many parts of the world gradually opening up, any promotion drive is just playing catch up. The campaign is not expected to be launched until early 2023, when hopefully, all travel curbs are lifted.

Chief Executive John Lee Ka-chiu has rightly eased some travel restrictions. While Hongkongers can resume travelling with less inconvenience upon returning, overseas tourists are still put off by the mandatory virus tests and restricted access to restaurants and public venues. Even though figures show arrivals have increased after hotel quarantine was dropped, most are local residents. Putting the city back on the travel map remains a challenge when our regional rivals have swung their doors wide open.

The tourism body has sensibly focused on Asia and other short-haul markets initially. While the promotions will to a certain extent create some synergy effects on tourism and related sectors, it is still a long way from full recovery. While the number of inbound visitors during the first eight months of this year reached 184,000, doubling the 91,400 recorded for all of 2021, it was far below the 2019 figure of 56 million.

Until mainland tourists can cross the border freely and return without quarantine, the city’s economy will continue to suffer. The mainland’s stringent policy against the coronavirus means border reopening will not be ready any time soon. But it does not mean Hong Kong officials should give up lobbying for more convenience for cross-border travelling in the meantime. Lee is under growing pressure from business groups and industry leaders to provide a road map and timetable for public life to return to normal.

Hong Kong has arguably become a tougher sell in the wake of the sweeping changes in recent years. We trust the Lee administration is well aware that there are still gaps when it comes to reconnecting with the world. What the city has suffered are more than just minor setbacks. The political and economic turmoil has created devastating impact on different spheres, so much so that it will take more than publicity and freebies for a comeback. Telling a good Hong Kong story remains a challenge.