Tourism numbers have dwindled and officials think this could help.
The Hong Kong Tourism Board wants locals to smile more. With tourism numbers still not at par with pre-pandemic numbers, the destination is employing new tactics to attract foreign travelers.
A TV commercial under the new hospitality campaign “Let’s Go the Extra Mile” urges locals to “better demonstrate the hospitality by going the extra mile with small gestures, while highlighting the city’s professional-quality services, thus leaving a positive impression on customers.”
At the launch ceremony, Secretary for Culture, Sports and Tourism Kevin Yeung said that the city’s image was being tarnished due to impolite behavior from residents and workers.
Hong Kong Chief Executive John Lee also echoed the same sentiment, saying that residents should try to enhance visitor experience. “We should be more courteous, we should be more helpful, we should smile more, we should take the extra mile to promote Hong Kong’s hospitality so that Hong Kong will become a well-known place where visitors are welcome.”
Last year, rudeness was the top complaint against the city’s taxi drivers. They overcharge tourists, refuse rides, flout road safety rules, and don’t accept cash. This lack of good service is also a bone of contention with locals.
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Unfriendly service by retailers and waiters as well as poor internet services were things that visitors complained about in 2023. This campaign is a multi-departmental effort and it will also involve recruiting young volunteers to act as hosts as part of the “HK Pals” program.
This campaign has raised eyebrows and brought attention other problems the city is dealing with. Political consultant Alice Wu opined in the South China Morning Post that it’s difficult to muster a smile due to rising costs, post-retirement expenses, and stress and mental health issues. “But it’s important for the government as a whole to understand that telling people to smile more, or its campaign for taxi drivers to be more courteous, isn’t going to cut it. And it can’t continue with superficial campaigns without attaching more importance to tackling the underlying problems facing Hongkongers,” she wrote.
Recovery Pending
Although the alleged rudeness of locals has become an issue, it’s not the only reason keeping foreigners away. Pre-pandemic pro-democracy demonstrations and subsequent crackdowns, strict COVID-19 policies, and travel advisories have kept long-haul tourists away.
There has been some recovery after the pandemic, but the numbers still fall short. In 2018, the city received 65.1 million visitors, and in 2019, it saw 55.9 million. But last year, only 34 million visitors arrived.
The U.S., along with other countries, updated its travel advisory for China, including Hong Kong. China is currently on Level 3: Reconsider Travel level, while Hong Kong is on Level 2: Exercise Increased Caution.
The State Department warns travelers of arbitrary enforcement of laws, “Hong Kong SAR authorities are attempting to enforce these provisions [Safeguarding National Security Law, 2024] against individuals, including U.S. citizens and permanent residents, residing outside of their jurisdiction by offering cash rewards for information leading to their arrests in the Hong Kong SAR.”
Australia also advises its citizens to exercise a high degree of caution in the city due to the new security law which applies to social media posts and can lead to detention or imprisonment. “The Australian Government can’t intervene in the Hong Kong judicial process. Denial of entry to Hong Kong is also possible.”
China and Hong Kong, however, have been trying to attract tourists with numerous tourist campaigns and events. China made it easier for Americans to get a visa, increased flights from American cities, and boosted its digital payment systems. In 2023, Hong Kong went full offensive by offering 500,000 free air tickets and giving away a million dining vouchers (each worth HKD 100 or $13) to tourists.
This courtesy drive may not address all problems, but it’s another signal that the government wants tourists back and is trying different formulas to welcome them back. This time, with a smile.