The Hong Kong Tourism Board (HKTB)'s annual tourism overview at the
Hong Kong Convention and Exhibition Centre (HKCE) on 21 March reviewed
the results of its 2023 campaigns and outlined plans for continued
recovery in 2024 that included tapping into the burgeoning interest for
cruise.
With general arrivals continuing to trend up despite airlift capacity
at just 75% of pre-pandemic levels and the city’s homegrown cruise
industry essentially eliminated by Genting’s liquidation in 2022,
Kenneth Wong, HKTB General Manager, MICE & Cruise nonetheless
painted an optimistic picture for Hong Kong’s MICE and cruise sectors
for the coming year.
Recovery was steady for Hong Kong’s cruise industry, with 164 ships
calling in 2023, bringing with them nearly 476,000 cruise passengers.
The figures represents 70% of pre-pandemic levels, with, “The full
potential for reaching the same level as before the pandemic,” according
to Wong. The HKTB expects 173 ship calls this year.
Among the programmes planned to revitalise the cruise sector are more
customised hospitality experiences, such as the at-sea performance by
the Hong Kong Chinese Orchestra on Resort World One’s inaugural sailing.
Wong recognises the challenges ahead, among them intense competition
from neighbouring destinations that have been open for two years and the
uncertainty of cruise capacity supply in Asia.
In this environment, the HKTB will be implementing five key
strategies for sustainable cruise recovery: attracting year-round and
seasonal deployments with an emphasis on turnaround and overnight costs
from international cruise lines; enhancing promotion and publicity in
both short haul and long haul source markets, and strengthening
partnerships to highlight USPs and drive demand; developing
flight-cruise-rail packages in source markets and bundling pre- and
post-cruise accommodations, attractions, tours for hassle-free travel;
enhancing guest experience and improving connectivity to tourist
destinations in Hong Kong; and connecting with regional destinations.
“Cruise travel is by nature, a multi-destination product and the
collaboration between destinations is crucial for the growth of the
business,” finished Wong. “With this in mind, we will reactivate
regional cooperation with Asian destinations and Greater Bay Area ports
to attract more ships to the region.”
Beyond cruises, the HKTB is looking at MICE to further spur recovery.
In 2023, MICE rebounded to 66% of pre-2020 levels, with 1.3 million
overnight arrivals, mainly from China (53%) and short-haul and global
markets (29% and 18% respectively). Meetings and incentives comprised
61% of overnights.
To sustain growth, HKTB plans a thematic campaign reinforcing Hong
Kong as a global meeting hub. Leveraging its Greater Bay Area position,
HKTB will launch a dedicated campaign targeting international and
mainland organisers. Additionally, it focuses on various sectors and
restarts the Hong Kong Convention Ambassadors Programme. The Hong Kong
Incentive Playbook, with over 100 ideas, aims to enhance incentive
trips, launching in April.