The Hong Kong Tourism Board (HKTB) is enhancing major events such as the Mid-Autumn Festival and Halloween as part of efforts to attract more leisure, MICE and bleisure visitors and encourage longer stays.
The strategy includes extending event periods and operating hours, while adding new experiences designed to increase visitor spending and engagement.
A HKTB spokesperson said the tourism board is strengthening promotions around major Chinese and Western festivals to create new tourism opportunities.
For the annual Mid-Autumn Festival, HKTB will enhance the Tai Hang Fire Dragon Dance with additional cultural content and immersive experiences. The aim is to attract visitors from North Asian markets that have strong cultural connections with the festival while reinforcing Hong Kong’s position as a cultural destination.
The spokesperson said: “By deepening its festive appeal, HKTB aims to attract visitors from high-potential North Asian markets who share a strong cultural resonance with the festival, ultimately fortifying Hong Kong’s role as an East-meets-West cultural hub and driving visitor spending.”
October will also see the introduction of a month-long Halloween campaign themed around cosplay. Targeting the Chinese mainland and shorthaul markets, HKTB will work with industry partners to develop citywide celebrations and experiences.
Anthony Chan, managing director of King Star Travel, welcomed the initiative.
“Traditional peak season begins in October so they offer (an) add-on experience and bigger impact to visitors,” he said, adding that while it may attract shorthaul travellers who can make a quick decision to visit, longhaul travellers are unlikely to travel solely for these festivals as they usually book their trips a year in advance.
Cecilia Leung, founder and chief foodie officer of Hong Kong Foodie Tasting Tours, said authentic cultural experiences continue to resonate strongly with visitors.
“We don’t necessarily have direct experiences in how these two new mega events might drive inbound travellers. However, I can share our experience with Mid-Autumn Festival activities in prior years,” she said.
“Last year, we brought our guests to the Tai Hang Fire Dragon Dance, one of Hong Kong’s most iconic Mid-Autumn Festival traditions. With an experienced guide bringing the history and significance of the dance to life, it offered a cultural experience that went well beyond the typical tourist visit. In our experience, these moments of authentic connection are consistently what guests remember most and what brings them back.”