Industry insiders are optimistic about Hong Kong’s tourism performance during the upcoming Chinese New Year holiday, citing robust hotel bookings, while visitors said they are drawn by the festive atmosphere, warm weather and convenient entry-permit applications.

The Hong Kong authorities on Thursday said they expect about 11.38 million cross-border passenger trips between Saturday and Feb 23, a period that covers Hong Kong and the Chinese mainland’s Chinese New Year holiday.

Cross-border traffic will include 1.43 million entry trips made by mainland tourists, according to an official projection, and the government and tourism sector have prepared a series of supporting measures, covering traffic and crowd control at boundary control points, to ensure a smooth holiday experience.

Timothy Chui Ting-pong, executive director of the Hong Kong Tourism Association, said that while visitors from other Asian countries that also celebrate Lunar New Year are expected, the mainland remains the key source market.

Chui told China Daily that visitor numbers from the mainland have been rising since late January, when mainland schools began their winter break, with hotel bookings now running strong. Rooms, especially those with a view of the Victoria Harbor firework show, a festive tradition in Hong Kong, are already sold out at many hotels.

“Hong Kong has a strong festive vibe, with decorations across the city. Furthermore, its blend of Eastern and Western cultures, and distinctive urban landscapes, will definitely offer visitors a unique experience,” Chui said, encouraging more tourists to spend the holiday in the city.

Addressing some visitors’ concerns that many restaurants and shopping malls could close during the holiday, Chui said Hong Kong’s tourism-related industries have a long tradition of serving visitors over Chinese New Year. Public transport, catering and retail services will not be significantly reduced, he said, assuring a satisfied experience for visitors.

An advertising professional surnamed Li,  traveling from Chengdu, Sichuan province, will arrive in Hong Kong on Friday for a four-day trip with her mother. Her itinerary includes the New Year flower market at Causeway Bay, in the Central area, Wong Tai Sin Temple and a ride on an open-top double-decker bus to catch the sunset over Victoria Harbour.

She said her mother wanted to celebrate the Spring Festival in a city with a warm climate, and they have never visited Hong Kong before. They were also attracted by the city’s distinct cultural atmosphere.

She said the streamlined process for obtaining a Hong Kong entry permit in Chengdu, which takes about five working days with minimal paperwork, was also an attraction.

The fast application process was also a draw for 29-year-old Monica Cheng and her family, who added Hong Kong into their holiday itinerary, which originally covered only Shenzhen.

She said her family plans to head to Hong Kong on Feb 20, the fourth day of the Year of the Horse. As first-time visitors, they intend to explore iconic attractions such as Victoria Peak, Tsim Sha Tsui, and Mong Kok, and take a ride on the Star Ferry.

Cheng said Hong Kong’s vibrant atmosphere, courteous residents, and excellent shopping environment, make it an appealing destination for young travelers.

The Immigration Department projects that Saturday will be the peak day for departures, with around 636,000 outbound trips, and Feb 22 for arrivals, with approximately 663,000 inbound trips.

Lo Wu, Lok Ma Chau Spur Line and Shenzhen Bay control points are expected to be “extremely busy” during the holiday period, the authorities said.

All checkpoints will maintain current operating hours, while Lok Ma Chau/Huanggang Port and the Hong Kong-Zhuhai-Macao Bridge Port will remain open 24 hours as usual.

The Immigration Department said it will deploy more frontline staff and open additional clearance counters and kiosks to cope with the surge in visitors.

Meanwhile, the police will implement phased road closures on the afternoon of Feb 17 and 18, the first and second days of the Year of the Horse, to make it easier for the public to enjoy the night parade and fireworks display, which are scheduled for these two evenings.