According to the latest data from the Wisers Tourism Index, the number of inbound tourists in January 2025 may decrease due to a decline in ublic discussions about Hong Kong on social media platforms and an increase in negative news related to the service industry. Recent viral posts on platforms like Weibo detailing negative experiences of mainland visitors in Hong Kong, such as “Mainland tourists mocked by staff” and “Taxi drivers refusing to take passengers and insulting tourists,” have damaged Hong Kong’s image as a travel destination. Data shows that the total number of posts about Hong Kong on mainland social media has decreased by 44.1% compared to last month, with the “Community – Negative Sentiment” index soaring from 92 last month to 308 this month, while the “Community – Positive Sentiment” index dropped from 137 last month to 110 this month.
However, in 2024, the Hong Kong government is eager to develop the Mega Event Economy, with the tourism sector showing initial signs of revival after the pandedemic. Tsim Sha Tsui’s Canton Road is bustling with people again. Given the recent drop in overall public discussions on social media and the spread of negative news related to the service industry, the tourism sector in Hong Kong is expected to be slightly affected in January next year. Will this year’s tourism “boom” continue into 2025? Let’s first review the tourism buzzes from the past year.
1. Hong Kong Films Blooming: “Hong Kong Style” Culture Boosts Tourism
2024 can be considered as the year of Hong Kong films. From “Twilight of the Warriors: Walled In” to “The Last Dance“, box office revenues have exceeded a hundred million, showcasing impressive momentum. The trending local film “Twilight of the Warriors: Walled In” had its 1:1 movie set exhibited at Hong Kong International Airport from October 7 to November 20, before moving to Kai Tak AIRSIDE, adding a new showcase window for local culture. Additionally, Deputy Financial Secretary Michael Wong announced earlier this month that an indoor and outdoor film exhibition at Kowloon Walled City Park could launch as early as March next year.
Recently, the local film “The Last Dance,” which broke box office records on its opening day in Hong Kong, has also become a hot topic on mainland social media. Due to differing film censorship systems and schedules between mainland China and Hong Kong, many film fans express their desire to travel specifically to Hong Kong to watch uncut and authentic local films. Coupled with the popularity of “Hong Kong Style” photo spots, we suggest that the government promote a “Film Economy” by developing more tourism projects themed around local films. With the introduction of the “Blueprint for Arts and Culture and Creative Industries Development“, we hope that the government will strengthen support for cultural industries including film, injecting new vitality into tourism through “Hong Kong Style” culture.
2. Concerts and music festivals attract overseas music fans and stimulate the surrounding catering and retailing
Concerts held in Hong Kong are also a factor attracting tourists. This year’s concerts such as “2024 華晨宇火星演唱會香港站,” “五月天演唱會” and “宇多田光香港演唱會” have received rave reviews, with many overseas music fans traveling long distances to attend these concerts. This strategy of drawing tourists with “specific purposes” is effective. Some fans even rent yachts in Victoria Harbour or visit Central’s waterfront to ride the Ferris wheel for better views. Merchants have introduced “yacht concert” packages that include dining options while watching concerts on yachts in Victoria Harbour, costing several hundred dollars per person for groups of ten; some even scout out “zero-cost areas” at Central’s Ferris wheel before concerts start.
Moreover, large music festivals such as the WATERBOMB Festival and S2O Asia Water Festival 2024 had been widely discussed on mainland platforms, indicating that the younger generation of travelers is enthusiastic about large-scale outdoor entertainment events like music festivals.
Concerts and music festivals can also boost surrounding dining and retail consumption simultaneously. It is recommended that organizers collaborate with nearby hotels and restaurants to promote integrated travel packages combining “music festivals + hotels + dining,” continuing to drive event economy growth.
3. Cartoon IP Collaborations Go Viral; Strengthen Promotion of Local Creation IP
The “Doraemon Drone Show” held over Victoria Harbour in May was very popular, while the “100% Doraemon & FRIENDS” touring exhibition (Hong Kong) showcased at Avenue of Stars starting mid-July has also sparked significant discussions on mainland social media. A pop-up store themed around Japanese popular anime Chiikawa was recently opened by MINISO at Kowloon Tong’s Festival Walk; it was reported that customers had to wait two to three hours just to enter on opening day, with related products also generating buzz on mainland platforms.
This shows that exhibitions and themed pop-up stores related to cartoon IPs have immense potential; if held in limited or pop-up formats, they can cater well to mainland travelers’ “special forces” travel mode [「特種兵」旅遊模式] — paying quick visits to Hong Kong for exhibitions or photo spots while driving consumption. In addition to overseas cartoon IPs, there are also many famous local IPs like “McDull,” which resonate with collective memories of Hongkongers. The government and various sectors should consider prioritizing collaborations with local IPs when planning large-scale events or promotional projects in the future, promoting local creative industries.
4. Sports Events Like Rugby Sevens Are Popular Among Tourists; Combing “Sports + Tourism”
This year has seen a surge in sports enthusiasm due to events like the Paris Olympics, along with several major sporting events held in Hong Kong such as the “Standard Chartered Hong Kong Marathon 2024” and “Hong Kong Sevens 2024.” On platforms like Xiaohongshu, many netizens shared their experiences of traveling from mainland China to participate in these sports events; some visitors attending Hong Kong Sevens described how “this kind of festive atmosphere can only be created in Hong Kong,” reflecting the appeal of international-level events held in Hong Kong for tourists. In addition to promoting sports culture, the government could actively combine “sports + tourism.” Various sectors could consider launching commercial activities related to sports events as well as merch and sports supplies, stimulating consumption within the sports industry while exploring new directions for tourism.
5. Pandas An An and Ke Ke Arrive in Hong Kong, Sparking a “Panda Craze”
Following the Central Government’s gifting of giant pandas An An and Ke Ke to Hong Kong in September, a “panda craze” ensued, prompting the government to create a “panda economy” featuring exhibitions like 2,500 panda sculptures to attract tourists. Simultaneously, many businesses launched panda-themed staycations and panda-related products. Ocean Park held a “Giant Panda Greeting Ceremony” in early December and announced that they would retain their original names “An An” and “Ke Ke,” symbolizing continued good fortune for Hong Kong’s future. We anticipate more panda-related tourism projects will emerge soon, likely attracting more mainland visitors to come see these national treasures.
