Hong Kong recorded nearly 1.3 million visitors from the Chinese mainland during the first seven days of the National Day Golden Week holiday, up 5.6 percent from the same period last year, according to data from the Immigration Department.

It’s reasonable for Hong Kong to expect a continuous rise in mainland visitors as the impacts of a series of central government policies that facilitate mainland residents’ travel to the Hong Kong and Macao special administrative regions, as well as the measures recently implemented by the Culture, Sports and Tourism Bureau to attract visitors, emerge.

But while it is natural to attach importance to numerical growth, more attention should be diverted to “quality growth”, which creates a greater economic impact. Quality growth essentially refers to longer stays.  

During the first six days of the Golden Week, about 60 percent of mainland visitors stayed overnight, according to Fanny Yeung, executive director of the Travel Industry Council of Hong Kong. In other words, there is room to maneuver in turning more day-trippers into overnight visitors, who contribute more to the local economy by benefiting more sectors.    

The key lies in encouraging visitors to slow down, engage in in-depth travel, and thus spend more. To this end, Hong Kong should adapt its strategy targeting mainland visitors.

First, efforts should be made in developing niche markets or itineraries that cater to specific interests. Since taking office, Secretary for Culture, Sports and Tourism Rosanna Law Shuk-pui has initiated a shift in Hong Kong’s tourism strategy, placing greater emphasis on promoting the city’s unique characteristics, instead of continuing to rely on traditional attractions. The first batch of nine new tourism projects has been launched, focusing on in-depth experiences and catering to visitors’ specific interests. Further efforts should be made in this direction.

From a long-term perspective, it is necessary to thoroughly study the latest developments in the mainland market. With its vast population, the 6-trillion-yuan ($842.75 billion) mainland tourism market is undergoing rapid transformation in terms of diversity. As living standards continue to rise and information becomes more accessible through the internet, mainland residents have formed numerous “interest-based communities”. As a result, concepts such as “interest-based tourism”, “interest-driven industries”, and the broader “interest-based economy” have emerged.

For example, fishing enthusiasts have mapped out fishing routes, while cycling communities are developing many of the most scenic cycling trails, and lovers flock to meaningful places to express their love, propose, or to tie the knot.

The influx of visitors, whether from overseas or the mainland, brings huge economic benefits. The question is: How can Hong Kong sustain it in the long run amid increasing competition from regional competitors

The trend in segmentation and niche tourism among mainland visitors suggests that conventional sightseeing trips and group tours will continue to lose market share. Hong Kong should leverage its unique tourism resources to create more interest-based attractions. International concerts held in Hong Kong, for instance, are particularly popular among young people from the mainland. Could this demand be met with dedicated concert travel packages? Similar initiatives could be developed for other interest-based groups or communities.

In short, tourism development should move beyond traditional attractions to tap into diverse interests to create more personalized travel experiences.

Second, tourism must be a collective effort. It’s not solely the responsibility of the tourism industry; rather, it requires the participation of all sectors to shape a compelling tourism identity for the city. Notable mainland examples offer valuable insights. Dali in Yunnan province has successfully promoted itself as “China’s Best Place for Love Declarations”, establishing a wedding-focused industry chain that spans from wedding dress design to honeymoon travel. The “China’s Best Place for Love Declarations” IP generated more than 24.95 billion views in 2024, reaching 225 countries and regions.

Similarly, Mount Emei in Sichuan province has embarked on an IP-driven upgrade of its tourism promotion, building the brand identity “Golden Summit above the Clouds, Mount Emei Renowned Worldwide”. In collaboration with Sichuan University and other higher education institutions, the industry has fostered the integration of tourism and education, developing study itineraries. Meanwhile, Tonglu in Zhejiang province has utilized its natural landscape along the Fuchun River to build the “China’s Most Beautiful County” IP. By curating ecotourism offerings such as drifting and forest retreats, it has managed to reverse a downward trend and achieve growth in tourist arrivals.

These cases show that stakeholders extend far beyond the tourism sector to include education, culture, weddings, environmental protection, and technology. Tourism serves as the pivot for multisector collaboration.

Xia Baolong, director of the Hong Kong and Macao Affairs Office of the State Council, has advocated the idea of “tourism is everywhere in Hong Kong”. To that end, the city must move beyond the narrow industry-based thinking and foster a citywide tourism culture where everyone becomes a tourism ambassador. Such efforts should begin with the foundational works, including wider use of Mandarin to facilitate communication with mainland visitors and offering more targeted services. In the food and beverage sector, for example, the availability and variability of halal dining options remain insufficient.

Third, Hong Kong must adopt a forward-looking mindset in formulating its tourism strategy. For this Golden Week, the city launched a range of visitor-friendly initiatives, including free public transport and merchant discounts. But lasting success will require more than temporary measures. Hong Kong should identify and rectify the weak links in its tourism sector. This should include improving connectivity between tourist spots and transport hubs — such as the airport, the high-speed rail station, ferry terminals, and border crossings — and major tourist attractions. Barrier-free facilities at popular sites and hotels should be enhanced to support elderly and disabled travelers. Public spaces should offer multilingual services, including AI-powered translation terminals at key nodes.

Furthermore, Hong Kong should adopt a more proactive role in regional integration. As a core city in the Guangdong-Hong Kong-Macao Greater Bay Area, Hong Kong should work to consolidate tourism resources across the region, fostering collaboration. Integrating tourism with sports events, concerts, and other service sectors could generate synergistic benefits.

Finally, the city must cultivate a spirit of inclusiveness. While large crowds during Golden Weeks inevitably disrupt local routines, residents should approach these inconveniences with patience and avoid malicious hype. Such tolerance reflects magnanimity and the welcoming character of a “hospitable city”.

The influx of visitors, whether from overseas or the mainland, brings huge economic benefits. The question is: How can Hong Kong sustain it in the long run amid increasing competition from regional competitors?

The author is vice-chairman of the Committee on Liaison with Hong Kong, Macao, Taiwan and Overseas Chinese of the National Committee of the Chinese People’s Political Consultative Conference, and chairman of the Hong Kong New Era Development Thinktank.

The views do not necessarily reflect those of China Daily.