Hong Kong Tourism Must Go 'Bigger and Better' to Stay Competitive, Says Rosanna Law
As Hong Kong commemorates the 29th anniversary of its handover to Chinese rule on July 1, the city's leadership is reflecting not only on what has been achieved, but on what bold steps must follow. Among the most urgent conversations is one about tourism — a sector that sits at the heart of Hong Kong's economic identity and international appeal. The city's tourism chief, Rosanna Law, has made her position clear: Hong Kong cannot afford to wait for rivals to slow down. Instead, it must push forward, become more ambitious, and redefine what it means to be a world-class destination in Asia.
Don't Wait for Rivals to Stand Still — Outgrow Them
In a frank and forward-looking assessment, Rosanna Law, who serves as Hong Kong's Commissioner for Tourism, emphasised that the city must resist any temptation to benchmark its success against the relative pace of neighbouring competitors such as Shenzhen. Rather than hoping that rival cities will "stand still," Law argued that Hong Kong's only viable strategy is to elevate itself — to grow larger in ambition, richer in experience, and stronger in its global proposition.
This is a notably competitive mindset at a time when cities across the Asia-Pacific region are aggressively investing in tourism infrastructure, cultural attractions, and international events. Shenzhen, just across the border, has rapidly transformed into a technology and lifestyle hub that draws younger travellers. Macau continues to evolve beyond gaming into a broader entertainment and hospitality destination. Singapore consistently ranks among the world's top travel destinations. Against this backdrop, Law's message is both a challenge and a call to action for Hong Kong's tourism industry.
The First Five-Year Tourism Plan: A Landmark Moment
One of the most significant developments shaping Hong Kong's tourism future is the government's preparation of its first-ever five-year tourism plan. This is a landmark undertaking — a structured, long-term roadmap that signals the administration's commitment to treating tourism not merely as a by-product of the city's broader economy, but as a strategic pillar in its own right.
The plan is expected to lay out concrete targets for raising tourism's contribution to Hong Kong's gross domestic product, improving visitor experience, and diversifying the types of travellers the city attracts. Historically, Hong Kong has drawn heavily on visitors from mainland China and business travellers transiting through its world-renowned airport. The five-year plan is anticipated to broaden that base, placing greater emphasis on long-haul markets, cultural tourism, and high-spending visitors who seek unique and premium experiences.
What 'Bigger and Better' Means for Hong Kong Travellers
When Rosanna Law speaks of Hong Kong becoming "bigger and better," the phrase carries practical implications for what visitors will experience on the ground. Several key dimensions are likely to define this vision:
- Expanded cultural and heritage offerings: Hong Kong's blend of Eastern and Western influences, historic districts, and vibrant arts scene offers a depth of experience that has sometimes been undermarketed. Future tourism strategy is expected to spotlight these assets more prominently to attract culturally motivated travellers.
- World-class events and entertainment: Major international events — from sports tournaments to arts festivals and tech expos — serve as powerful magnets for tourists. A more proactive events calendar can transform Hong Kong into a year-round destination rather than one driven by seasonal peaks.
- Enhanced connectivity and cross-boundary tourism: With the Greater Bay Area initiative deepening links between Hong Kong, Shenzhen, Guangzhou, and Macau, there is an opportunity to position Hong Kong as the premium gateway into one of the world's most dynamic urban clusters.
- Sustainable and experience-driven tourism: Modern travellers increasingly prioritise meaningful, sustainable experiences over mass-market itineraries. Hong Kong's hiking trails, outlying islands, and neighbourhood culture all offer raw material for this kind of differentiated offering.
The Competitive Landscape: Why Urgency Matters
Hong Kong's tourism numbers have been on a recovery trajectory following the disruptions of the pandemic years, but the path back to pre-2019 volumes has not been without challenge. Visitor arrival figures, spending patterns, and the average length of stay remain areas where the city has room to grow. Meanwhile, competitors have not stood still — they have invested, innovated, and attracted global attention.
This is precisely why Law's framing is so important. The risk for any destination that has previously enjoyed a position of strength is complacency — the assumption that past reputation is sufficient to guarantee future relevance. Hong Kong's enduring advantages — its world-class airport, sophisticated financial infrastructure, cosmopolitan culture, exceptional dining scene, and strategic location — remain formidable. But advantages must be actively leveraged, not merely inherited.
A City With Much to Offer — and Even More to Prove
As Hong Kong steps into the next chapter of its post-handover story, the tourism sector occupies a unique symbolic and economic space. It is a window through which the world views the city — and through which the city can tell its own story on its own terms. Rosanna Law's vision of a Hong Kong that is "bigger and better" is ultimately a vision of a city that refuses to be defined by its challenges and instead chooses to be measured by the heights it is willing to reach.
With a five-year tourism plan on the horizon, new investments in attractions and infrastructure, and a clear-eyed awareness of what the competitive landscape demands, Hong Kong appears ready to make its next move. For tourists, travel industry professionals, and investors alike, the message from the city's tourism leadership is unambiguous: Hong Kong is not slowing down — it is gearing up.
Stay Informed on Hong Kong Tourism Developments
As the five-year plan takes shape and Hong Kong's tourism strategy evolves, this will be a space to watch. Whether you are planning a visit, operating within the travel industry, or tracking developments across Asia's competitive tourism market, Hong Kong's next chapter promises to be one of the region's most compelling stories in the years ahead.