Hong Kong Tourism Must Be 'Bigger and Better', Says Tourism Chief Rosanna Law
As Hong Kong commemorates the 29th anniversary of its handover to Chinese rule on July 1, city officials are reflecting on achievements and mapping out an ambitious course for the future. Among the most vocal is Rosanna Law, Hong Kong's top tourism official, who has made one thing crystal clear: the city cannot afford to stand still. Instead of worrying about what neighbouring cities like Shenzhen are doing, Hong Kong must focus on making itself "bigger and better" — a mantra that is now shaping the government's first-ever five-year tourism plan.
With global tourism competition intensifying and regional rivals rapidly developing their own attractions and infrastructure, Hong Kong faces a pivotal moment. The question is no longer whether to compete, but how — and Law's answer is bold, forward-looking, and grounded in the city's unique strengths.
A City That Cannot Afford Complacency
Hong Kong has long been one of Asia's premier travel destinations, celebrated for its iconic skyline, world-class shopping, vibrant food scene, and position as a global financial hub. But the tourism landscape has shifted dramatically in recent years. The pandemic took a severe toll, visitor numbers plummeted, and regional competitors did not wait for Hong Kong to recover before pushing ahead with their own tourism ambitions.
Shenzhen, just across the border, has grown from a manufacturing powerhouse into a tech-savvy metropolis with its own cultural landmarks, theme parks, and dining experiences. Meanwhile, cities across Southeast Asia have aggressively marketed themselves to international travellers. Law's message to Hong Kong's tourism industry is therefore a timely one: do not benchmark your progress against what rivals are or aren't doing. Instead, raise your own ceiling.
"We shouldn't expect neighbouring cities to stand still," Law has said, signalling that complacency is not an option. The goal is not simply to recover lost ground but to reach entirely new heights.
The First Five-Year Tourism Plan: What It Means for Hong Kong
One of the most significant developments in Hong Kong's tourism policy is the preparation of its first-ever five-year plan for the sector. This strategic blueprint is expected to set concrete targets, identify growth areas, and coordinate efforts across government departments, private businesses, and cultural institutions.
The plan aims to raise tourism's overall contribution to Hong Kong's economy — a recognition that the sector, while important, has yet to reach its full potential. Tourism supports tens of thousands of jobs across hospitality, retail, transportation, and entertainment. Growing its economic footprint would have ripple effects across many segments of society.
Key pillars of the emerging strategy are expected to include:
- Attracting high-value visitors: Rather than chasing sheer visitor volume, Hong Kong is looking to attract tourists who spend more, stay longer, and engage with a broader range of experiences — from cultural events to business tourism and luxury travel.
- Diversifying tourism products: The city is keen to move beyond traditional shopping-focused tourism and invest in arts, culture, sports events, culinary tourism, and eco-tourism offerings that appeal to a wider and younger demographic.
- Leveraging the Greater Bay Area: Hong Kong's position within the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) is seen as an asset rather than a threat. Improved connectivity and cross-border tourism packages can turn regional integration into a competitive advantage.
- Enhancing the visitor experience: Infrastructure upgrades, digital innovation, multilingual services, and smoother arrival processes are all part of a broader effort to make Hong Kong a more seamless and memorable destination.
Why 'Bigger and Better' Is the Right Strategy
Law's framing of the challenge — think bigger, get better — reflects a mature and pragmatic approach to competition. In a globalised tourism market, cities that obsess over rivals rather than their own value proposition tend to fall behind. The most successful destinations in the world, from Singapore to Dubai to Barcelona, have built their tourism industries around a clear and compelling identity, continuously investing in what makes them unique.
Hong Kong has no shortage of unique selling points. Its fusion of Eastern and Western cultures, its culinary diversity, its role as Asia's world city, its breathtaking natural scenery alongside an urban environment — these are assets that no neighbouring city can fully replicate. The task is to showcase them more effectively and pair them with world-class service and infrastructure.
There is also a strong case for optimism. International visitor numbers have been recovering steadily. Major events, including global sporting competitions, international business conferences, and cultural festivals, have returned to the city's calendar. Airlines are rebuilding routes, and Hong Kong International Airport continues to rank among the busiest and best-connected in the world.
Looking Ahead: Confidence Over Caution
The 29th anniversary of Hong Kong's return to Chinese rule arrives at a moment when the city is demonstrating renewed confidence in its future. Officials across departments are speaking not just of recovery but of reinvention. Rosanna Law's "bigger and better" message encapsulates that spirit: a refusal to be defined by past difficulties or present competition, and a determination to set the agenda rather than follow it.
For travellers, investors, and businesses in the tourism ecosystem, this is an encouraging signal. Hong Kong is not simply reopening its doors — it is actively redesigning the experience behind them. As the five-year plan takes shape and new initiatives come online, the city is positioning itself to reclaim and expand its place among the world's top tourism destinations.
The competition may be fierce, but if Rosanna Law's vision is any guide, Hong Kong intends to meet it head-on — by being not just good enough, but definitively better.