Promote Hong Kong to real tourists, not mere shoppers
Peter Kammerer says if the Tourism Board wants to draw higher-quality, higher-spending visitors to the city, it needs to better target its campaign
Long have I known that the people who emerge from the MTR dragging suitcases are not tourists. I have been pushed and shoved by them as they barrel across streets. Later, I will encounter them outside shops, piling their booty of clothes, food and pharmaceuticals into their luggage. Then, satisfied, they will trundle back to whence they came, more often than not, Shenzhen or somewhere in Guangdong.
The definition of a tourist is someone who travels to a place for pleasure. People who cross a border, get on public transport and then go shopping are therefore not tourists; they are shoppers. If only the Hong Kong Tourism Board saw matters the way I do, our approach to attracting visitors would be so much simpler. As it is, the numbers of both are rolled together and, when one or the other fluctuates negatively, there is panic.
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Here are the raw numbers from the Tourism Board’s website. Mainland visitors declined 3 per cent to 45.8 million; those on short-haul flights fell about 100,000 to 8.3 million and long-haul arrivals went up 0.4 per cent to 4.3 million. The statistics do not show how long mainlanders stayed, but an idea can be gleaned from this figure: 60.7 per cent were same-day visitors, the majority presumably here for the shopping. The decline in numbers is probably largely due to the tightening last year of multiple-entry permits for Shenzhen residents, although the drop in mainland economic growth and, more recently, the weakening of the renminbi and strengthening of the Hong Kong dollar are also factors.
Those are our tourism strengths and that’s all we need to promote. We don’t need more tourists, just better-defined ones. By focusing on what we’ve got that no other city has, we will get higher-quality travellers who will spend appropriately.
Peter Kammerer is a senior writer at the Post