Prof. SONG Haiyan, Director of the Research Centre for Digital Transformation of Tourism (RCDTT), Associate Dean (Research) and Chair Professor of the School of Hotel and Tourism Management, Mr and Mrs Chan Chak Fu Professor in International Tourism, was interviewed on RTHK’s radio programme Backchat on 26 March 2026, where he shared perspectives on the future development and market positioning of Hong Kong’s tourism sector.
Prof. Song said that the Hong Kong Tourism Board’s (HKTB) decision to allocate 75% of its resources to overseas markets represents a wise strategic adjustment. Having relied heavily on Mainland visitors during the early stage of tourism recovery, Hong Kong now needs a more diversified mix of source markets to enhance the overall resilience and adaptive capacity of its tourism sector.
He suggested focusing on the Middle East, ASEAN and European markets. The Middle East offers high-spending long-haul visitors, while ASEAN can provide strong visitor volume. Europe remains an important market that should not to be overlooked, as travellers from the region tend to stay longer, spend more and show strong interest in heritage, culture and even medical tourism. He was less certain about the US market, given the ongoing tensions between China and the United States.
Prof. Song also noted that attracting more overnight visitors will require closer co-operation among HKTB, hotels, theme parks, attractions and event organisers. He said Hong Kong should also promote itself not only as a cosmopolitan city, but also as a destination for cultural and nature-based tourism, highlighting its countryside, outlying islands, fishing villages and distinctive neighbourhoods.
He added that promotion efforts should combine traditional advertising with social media, influencers and well-known figures connected with Hong Kong. Modern travellers, particularly those aged 30 to 50, are increasingly seeking immersive experiences rather than simple checklist-style sightseeing. He also said that Hong Kong should address overseas perceptions that the city has become less open, and instead place greater emphasis on presenting Hong Kong as a vibrant, family-friendly and safe destination.
Online coverage:
RTHK - https://polyu.me/4d60l0k (01:24 - 16:34)
| Research Units | Research Centre for Digital Transformation of Tourism |
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