Hong Kong is experiencing an encouraging revival in tourism, marked by successful campaigns and strategic initiatives that have captured the imagination of visitors both locally and internationally. The vibrant festivities of the recent Dragon Boat Festival weekend provide undeniable evidence of this resurgence. With 460,000 visitors descending upon our shores — a remarkable 11 percent increase compared to last year — it is evident that Hong Kong’s distinctive blend of culture, heritage and modernity continues to draw attention. Yet, while we celebrate these achievements, we must also recognize that further efforts are necessary, particularly in the realms of transportation and innovative marketing, to sustain and boost our tourism recovery.

Indeed, the Dragon Boat Festival weekend offered a snapshot of tourism’s potential. Chinese mainland travelers accounted for a significant portion of the visitors, underscoring Hong Kong’s role as an attractive destination within the Guangdong-Hong Kong-Macao Greater Bay Area (GBA). The city’s coordinated efforts in highlighting cultural heritage and culinary traditions, from Tai O’s UNESCO-recognized Dragon Boat Water Parade to the bustling Dragon Boat Food Street along the Tsim Sha Tsui Promenade, provided tourists with diverse and immersive experiences. This carefully integrated approach to cultural tourism is not only economically rewarding but also enhances Hong Kong’s soft power, projecting a welcoming image to the world.

Similarly, the government’s “Summer Viva” campaign underscores a proactive approach to attracting tourists by encouraging longer stays. Tourism Board Chairman Peter Lam Kin-ngok rightly highlights the necessity of moving beyond traditional promotions focused solely on shopping and dining. His emphasis on diversified experiences — family-friendly activities, heritage exploration, and unique local attractions — is precisely the progressive vision Hong Kong tourism needs in a competitive global landscape. As visitor numbers in the first quarter of 2025 rose 9 percent year-on-year to 12.2 million—the highest quarterly increase of visitors since the onset of the COVID-19 pandemic — we must now focus on quality over mere quantity, encouraging tourists to linger, explore deeper, and thus spend more substantially.

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In parallel with these promotional strategies, Hong Kong is wisely leveraging technology and its natural coastal resources to enrich visitors’ experiences. Secretary for Culture, Sports and Tourism Rosanna Law Shuk-pui recently outlined initiatives such as augmented reality, virtual reality, and artificial intelligence (AI) enhancements at iconic sites like Disneyland and Ocean Park. Moreover, the ambitious coastal development projects, including the 60-kilometer round-the-island trail and the 21-kilometer Kowloon waterfront promenade, promise to open new frontiers for tourism, showcasing our city’s stunning natural beauty and vibrant urban landscapes.

However, as promising as these developments are, our efforts must not stop here. Transportation remains a vital area needing urgent attention to fully realize our tourism potential. The successful influx of visitors via the Guangzhou-Shenzhen-Hong Kong Express Rail Link during the Dragon Boat Festival highlights the crucial role that efficient transportation infrastructure plays in tourism. Still, travelers within Hong Kong continue to face significant hurdles, particularly on weekends or during major events, when congestion and inadequate connectivity can dampen visitors’ enthusiasm. The government and stakeholders must intensify efforts to streamline the city’s internal transportation network, including improving bus routes, expanding taxi availability, and enhancing the efficiency and coverage of ferry services. Addressing these challenges will ensure visitors enjoy a seamless and stress-free experience, encouraging repeat visits and positive word-of-mouth recommendations.

Moreover, the proactive use of social media influencers and digital marketing platforms must be further prioritized. Chief Executive John Lee Ka-chiu’s recent comments advocating innovative commercial involvement through influencers and social media platforms were insightful and timely. In our digital age, influencers possess significant power in shaping perceptions and driving interest among global travelers, particularly younger generations. Strategic partnerships with popular online personalities, showcasing Hong Kong’s unique attractions, culinary delights, and vibrant cultural scene, will undoubtedly resonate with millions of potential tourists worldwide. Other global tourism destinations, such as Dubai and Singapore, have successfully harnessed influencer marketing, providing valuable models for Hong Kong to follow.

Lastly, as we work on these practical improvements, our vision must remain bold and innovative. Hong Kong’s strategic location within the Greater Bay Area positions it as a gateway city, and our future tourism strategies should embrace this role. The seamless integration of Hong Kong in regional tourism circuits — such as the digital Silk Road Visa initiative linking China with Southeast Asia — represents the future direction for tourism growth. Our city’s excellent infrastructure, high-quality hospitality services, and cultural attractions make it ideally suited as a regional hub for travelers exploring the broader Asia-Pacific region.

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In conclusion, Hong Kong’s recent tourism achievements are commendable, reflecting the city’s resilience and dynamism. Yet we must not rest on our laurels. Continued investment in transportation infrastructure, innovative marketing strategies such as influencer engagement, and bold regional integration initiatives are essential. Through sustained effort and collaboration between government, businesses, and communities, Hong Kong can solidify its position as Asia’s premier tourism destination, benefiting our economy and strengthening our city’s global reputation.

The author is the convener at China Retold, a member of the Legislative Council, and a member of the Central Committee of the New People’s Party.

The views do not necessarily reflect those of China Daily.