Players react during the Hong Kong Sevens series match between New Zealand and Kenya at the Hong Kong Stadium on March 31, 2023. (CALVIN NG / CHINA DAILY)

HONG KONG - Hong Kong's popular Rugby Sevens tournament kicks off in the financial hub on Friday, with revelers partying for the first time in three years without COVID-19 rules, including face masks.

Over 20 percent of tickets purchased in the public sale are coming from overseas audiences, signalling Hong Kong’s return is in full swing, said Hong Kong's Rugby Union

The three-day competition, held from March 31 to April 2, is one of many events the city is holding to attract international tourists and business travelers to revive Hong Kong's economy and promote it as a cultural hub.

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The music festival Creamfields is also taking place on April 1-2. Hong Kong has hosted financial summits in the past two weeks as well as Art Basel Hong Kong, one of Asia's leading contemporary art fairs.

The city dropped its mandatory mask mandate in March as authorities launched a promotion campaign dubbed "Hello Hong Kong", offering visitors 500,000 free plane tickets.

Players react during the Hong Kong Sevens series match between New Zealand and Kenya at the Hong Kong Stadium on March 31, 2023. (CALVIN NG / CHINA DAILY)

The city's Rugby Union is more upbeat about the upcoming event.

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"With masks off and smiles on, the world-famous Sevens atmosphere is back," the union said, adding that corporate boxes were almost sold out and international demand was nearly back to pre-pandemic levels. "Over 20 percent of tickets purchased in the public sale are coming from overseas audiences, signalling Hong Kong’s return is in full swing."

HSBC and the city's flagship airline Cathay Pacific are the two main sponsors of the Sevens.