HK plans to offer complete experience to tourists

Night view of Hong Kong's Victoria Harbour. [Photo/VCG]

Hong Kong aims to highlight its advantage as a popular destination for visitors in Asia by showcasing its image and focusing on its unique culture element, according to Aaron Liu, Hong Kong's deputy commissioner for tourism.

"Tourism is one of the four major pillar industries of Hong Kong and plays a vital role in our overall development," Liu said, stressing the contribution made by mainland visitors to Hong Kong's travel sector.

Thanks to the individual visit scheme launched by the central government in 2003, Hong Kong has seen steady increase in travelers, mostly from mainland, since then and the total figure exceeded 60 million in 2014, according to Liu.

Facing fierce competition from other popular neighboring destinations such as Thailand, Japan and South Korea, the government announced plans to rebrand Hong Kong's image as a diversified city with unique culture and launched a series of tourism products to draw more visitors from home and abroad, Liu said.

"We have introduced a variety of attractions and facilities, including Hong Kong Wetland Park, Kai Tak Cruise Terminal, Ngong Ping 360, Ma Wan Park, since Hong Kong's return to the motherland. We also launched many themed-based activities celebrating the 20th anniversary of Hong Kong's return to China," he said.

Hong Kong has recalibrated its tour strategy with the changing trends in recent years and plans to focus more on visitors' experience, according to Amy Lam, senior public relations manager of Hong Kong Tourism Board.

"Tourists' demands have changed during the past years and pure attraction visits and photo taking are not enough for them," Lam said, "Hong Kong's feature as a tourist destination is not just limited to shopping and food, we have developed seven major experiences based on our unique advantages."

According to Lam, a series of celebrations will be held in Canada, France, UK and Malaysia to mark the 20th anniversary of return and promote Hong Kong's food culture.

Hong Kong's tourism has grown into maturity through over 60 years' development and it needs new promotion strategy to meet new demands and make new contribution to the economy, Lam said.