By Cherrie Lee
March 12, 2024
Hong Kong government launched a month-long celebration of creative industries including arts, fashion, film, television, and culture, featuring a diverse range of events and activities in March named ‘Art March 2024’. Iconic events include Art Basel 2024, Art Central, the 52nd Hong Kong Arts Festival, Art@Harbour. The government also offers free tram, Star Ferry services, and ice cream in March. These events aim to attract ‘high-value’ tourists to travel to Hong Kong and improve the brand reputation of the city.
Art March 2024 promotion video (Source: Youtube)
Hong Kong Tourism Challenges
Hong Kong has been facing significant challenges in attracting visitors from all over the world and recovering from the impacts of the COVID-19 pandemic and social unrest in 2019. Despite the lifting of years-long restrictions, the total number of visitor arrivals has not yet returned to pre-pandemic levels and pre-social unrest in 2019. The sector has been further hindered by a shortage of manpower. Visitor arrivals reached the highest record of 65 million in 2018. However, in January 2024, there were only 38 million tourists arrived Hong Kong which is less than a two-third of the visitor number in 2018. Total tourist arrival is expected to increase to 48 million this year.
Total Visitors On Arrival Jan 2018-Jan 2024 (Source: HKTB)
Other than the low number of tourist arrivals, Tourism Board recorded a decrease in the average expenditure of overnight tourists. Also, more tourists prefer not to stay overnight in Hong Kong and come to Hong Kong for day trips and low-cost tours. Visitors are not willing to spend much money during their trip in Hong Kong.
Art March aims to attract ‘high-valued’ tourists
To address these challenges, different policies were introduced to increase the attractiveness and tourists’ reputation of Hong Kong to boost Hong Kong’s tourism. Hong Kong government has allocated around 1.5 million funding to the tourism board to promote high-quality Hong Kong tourism, even though the city is facing a fiscal deficit according to 2024-25 budget. It is believed that Art March 2024 can attract ‘high-value’ tourists.
Art March 2024 started on 20th February with 52nd Hong Kong Arts Festival. Events will continue until 7th October with different exhibitions and festivals. Its Art@Harbour is an illustration exhibition named ‘teamLab: Continuous’ at Tamar Park and Central and Western District Promenade (Central Section) and will be presented from 25th March to 2nd June.
Another highlight event includes Art Central, which is an annual international art fair, that returns on 27th March to 31st March. The fair features a variety of contemporary art from established and emerging artists, showcasing the best of today’s global art practice.
The government also organizes free ice cream distribution, free tram and free Star Ferry services at different times. Starting from March 9th, free ice cream is distributed in various districts every Saturday for four consecutive weeks. More details of the activities will be announced in March.
Tourists know nothing about Art March 2024
Despite the huge funding from the government, lack of advertisement and promotions hinders the impact of Art March 2024. ‘I have never heard of Art March 2024 nor its promotional activities and events in Hong Kong. I do not think it attracts me to spend more and come to Hong Kong,’ said Ms Chen, a mainland tourist enjoying ice cream with her family and friends, who was going to spend 3 days in Hong Kong.
Chen added, ‘If the free ice cream distribution, free tram and free Star Ferry services will be offered every day for a whole month, I may travel to Hong Kong because of this reason.’
Another mainland tourist, Ms Xi said,’ I did not know about Art March. It would be more attractive if there were some well-known artists’ concerts like Taylor Swift concert in Singapore.’ She also mentioned that Hong Kong price level was very high and tourist spots are less attractive compared to other places.
Taylor Swift performed six shows in Singapore that attracted many tourists to travel to Singapore to enjoy the concerts. Singapore government provided millions of funding to secure an exclusive deal with Taylor Swift’s concert sponsor to make it as her sole regional performance destination in Southeast Asian countries. Even though Hong Kong is said to have lack of large venues and attractiveness for international artists to hold their concerts, the government responded that Hong Kong is still an attractive destination for huge events.
Harry, a tourist from the UK, who was going to stay in Hong Kong for 10 days, did not know about Art March 2024. He said that he would try to get a free ice cream in the coming Saturday.
‘It seems attractive if there are different art and cultural events available in Hong Kong,’ added Harry.
Reported by Cherrie Lee
Edited by Katie Tse and Alisha Wong