The Hong Kong Special Administrative Region government is making strategic moves to solidify the city’s status as Asia’s premier destination for mega events.
The Kai Tak Sports Park (KTSP) has already attracted world-class performers such as Coldplay and Blackpink, sporting events such as the Snooker Grand Prix and our very own Hong Kong Sevens. According to Secretary for Culture, Sports and Tourism Rosanna Law Shuk-pui, mega-event organizers are now eying Hong Kong as a potential destination as the KTSP’s capacity is able to justify their investment in hosting their events.
Hong Kong’s postpandemic recovery hinges on revitalizing tourism and stimulating local consumption. Mega events — from concerts to exhibitions to sporting events — have already proved their worth; Deputy Financial Secretary Michael Wong Wai-lun estimated that events in the first half of 2025 will draw about 840,000 tourists — a year-on-year increase of over 50 percent. This is expected to result in HK$3.3 billion ($420 million) in consumer spending and HK$1.8 billion in economic added value.
Currently, Wong chairs the Mega Events Coordination Group, which oversees cross-departmental efforts to attract and support major events. At the promotional level, the Hong Kong Tourism Board has established a Mega Events Development and Advancement Division, which serves as the first point of contact for event organizers. These are steps in the right direction. However, it is unclear whether the remit of this division includes helping event organizers navigate the challenges of running their events, or proactively looking at ways to maximize the commercial value of these mega events to generate additional consumer spending or extend the average traveler’s stay in Hong Kong.
Research of Our Hong Kong Foundation (OHKF) has criticized the government’s current approach for being relatively passive and lacking a systematic strategic plan to attract global event organizers. OHKF Vice-President Kenny Shui Chi-wai proposed building on the existing Mega Events Coordination Group by transforming it into a permanent mega events office. This office would strategically plan the event calendar, streamline costs, and optimize venue utilization, allowing for quicker adjustments and better coordination with stakeholders.
Global event organizers may have concerns when they see headlines about high-profile events in Hong Kong canceled due to “reasons beyond our control”, last-minute venue issues, and logistical or licensing roadblocks. Stories about Creamfields Hong Kong 2025 or the Digital Art Fair send a chilling message: Even the most meticulously planned events can unravel because of challenges that they may not have experienced in other cities. This is why Hong Kong needs a one-stop-shop mega-events office to provide global event organizers with peace of mind. A powerful, centralized office would serve as a trusted partner, navigating the city’s regulatory complexities and streamlining approvals across departments.
This office should take a holistic approach to developing both the infrastructure (hardware) and the expertise (software) required to establish Hong Kong as the universally recognized events capital of Asia. While the opening of the KTSP has added significant capacity to host global events, the focus should be on how to use the city’s facilities to maximize its capacity to host mega events.
On the software side, the recent World Grand Prix Snooker Championship at KTSP highlighted critical gaps in operational planning. While the scheduling misstep — hosting a match at 10 pm despite the venue’s midnight curfew — was ultimately the responsibility of the event organizer, the venue operator, ASM Global, should have acted as a gatekeeper, advising organizers of the risks and potential repercussions. This is the software Hong Kong is lacking — experienced event management professionals. Although it may not be the role of a government agency to directly conduct training programs, it is essential for the government to proactively facilitate talent development. This aligns seamlessly with the Development Blueprint for Hong Kong’s Tourism Industry 2.0, ensuring a steady supply of qualified professionals who can elevate the city’s reputation as a hub for world-class events.
Recognizing the significant impact that concerts and sporting events have on the hospitality sector, this proposed office should prioritize enhancing the overall event experience for travelers. Many concertgoers travel to Hong Kong solely for the show and leave shortly after. While these travelers currently contribute little to Hong Kong’s broader tourism sector, a well-crafted strategy could transform their visit into a more immersive and rewarding experience. What if there were compelling reasons for them to extend their stay? Understanding their preferences and delivering tailored products or services could unlock this untapped potential.
The concept of event spillover revolves around extending travelers’ stays in Hong Kong by aligning their MICE (meetings, incentives, conferences, and exhibitions) activities with major concerts or sporting events. For instance, prior to the COVID-19 pandemic, the CoreNet Global Asia Pacific Summit, an international corporate real estate association event, was strategically scheduled either before or after the Hong Kong Sevens. This approach naturally appealed to MICE participants, many of whom were rugby fans already planning to attend the games. As a result, their extended visit not only enhanced their event experience but also significantly boosted their spending in Hong Kong, as MICE participants typically spend more than regular tourists.
To maximize the economic potential of such synergies, there must be a central authority to coordinate these efforts. A mega events development office would be the ideal entity to take charge.
Hong Kong’s mega-events strategy is showing promising results, but greater focus is needed to fully unlock its potential. Establishing a dedicated mega-events office, equipped with clear KPIs, streamlined processes, and a strong mandate to drive economic impact, would ensure the city moves beyond simply hosting events to strategically capitalizing on their benefits. While growing visitor numbers is important, the real opportunity lies in encouraging these tourists to stay longer and spend more, thereby delivering a stronger economic boost.
The author is a senior lecturer in the Department of Marketing, the Hang Seng University of Hong Kong.
The views do not necessarily reflect those of China Daily.
