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發展旅遊需全盤策略 / Developing Tourism Requires a Comprehensive Strategy
文章
行政長官李家超在10月16日宣讀的新一份《施政報告》中,第六章(促進文化體育旅遊融合發展,推動多元經濟)當中有整整三大段詳述如何(增強文化自信,打造香港旅遊新面貌),提及生態旅遊、盛事旅遊、熊貓旅遊、賽馬旅遊、郵輪旅遊,以至智慧旅遊,又要推廣沙頭角文化生態旅遊路線、加快建設南大嶼生態康樂走廊和發展前南丫石礦場等等;此外又要鞏固傳統旅遊吸引力,制訂十八區美食指南,舉辦美食盛事;以做到「香港無處不旅遊」。
《施政報告》提出的旅遊項目繁多,稱得上目不暇給,反映行政長官李家超非常願意聆聽,廣納社會各界包括立法會議員、區議員和不同組織的建議;例如發展前南丫石礦場便是我和新民黨一直推動的項目。不過,要成功落實上述各個項目,有效振興旅遊業,帶動經濟效益,並非把各項建議「數白欖式」收納在《香港旅遊業發展藍圖2.0》便可,文化及體育旅遊局任重道遠,看來還有大量工作要做。
盤點旅遊資源
我認為發展旅遊需要全盤策略,一環扣一環。首先是要盤點香港有甚麼旅遊資源,包括傳統的景點、歷史名勝、主題公園、博物館、海島、生態勝地,到近期大熱的熊貓、剛出土的恐龍化石等,以至《施政報告》未有提及的紅色旅遊景點,也需羅列。
為旅遊資源下定義
第二步是要為旅遊資源下定義,界定哪些旅遊資源能吸引哪些遊客。舉例說,我認為熊貓對東南亞或海外旅客吸引力較大,但是熊貓對內地旅客而言並不罕見,他們未必熱衷為熊貓來港,反而港人特別是小朋友會對一對在香港出生的熊貓有共生情懷。
內地旅客期望來香港體驗內地沒有的東西,他們喜歡迪士尼樂園,認為「港迪」貼近美國迪士尼的風味。小紅書上常常有「港迪」帖子,「港迪」能逆市加價,成人票價近千元,可見其受歡迎程度。
此外,西九文化區香港故宮文化博物館和M+博物館各類藝術文化、古物展覽會比較吸引中產和高端旅客;相對地,分散各區的網紅打卡點則較吸引喜歡四處遊走的年輕人。
針對性優化配置
明確了不同旅遊資源的屬性後,第三步便要針對性地優化配置,開拓市場;特別是要認清,若低端市場難以和內地比拼,我們便要鞏固高端市場,提供優質服務和消費體驗,提升競爭力。《施政報告》提到要「開拓中東和東盟旅客客源」,那麼便需要增加高端清真食肆以及禮拜設施,我認為方向正確。
近期全城熱切期待啟德體育園開幕和COLDPLAY演唱會帶來的盛事效應,又有點憂慮屆時能否順利疏導五萬人潮,及早部署及演練交通安排便成關鍵。我一直推動在港舉辦「一帶一路運動會」,若能成事,務必有不同國家的運動員、團隊及旅客來港,做好啟德體育園的配套便是為體育旅遊做好準備。
策略性宣傳營銷
第四步也是關鍵一步,有別於千篇一律的廣泛營銷,特區政府需要基於以上三步曲的分析,思考如何策略性地宣傳營銷,準確地把香港不同切面的旅遊特性,針對性地推廣予特定旅客群,開拓市場。當然也要根據不同目標旅客群的特性喜好而採取不同的宣傳方式,傳統廣告抑或社交平台、明星代言抑或素人帖文,各有功能,要運用得宜才能發揮神效。
分層出擊提升旅遊競爭力
的而且確,香港正經歷通縮期。很多食肆不惜推出「傷本」優惠,酒店自助餐大擘價,不乏「買一送一」、「買二送四」,最近更有粥店推出「十蚊任食放題」,大家都忙於自救,反映特區政府有必要加快步伐,提振經濟。
最後,我認為特區政府必須認清,香港旅遊業復甦緩慢的一大原因在於消費物價高昂,與臨近地區相比缺乏競爭力。物價高低主要取決於商品的國際價格,而國際價格又等於本地價格乘聯繫匯率;若聯繫匯率不變,本地價格一定要變,出現通縮便無可避免。理論上,若價格下跌,旅遊會復甦;特別是美國減息,港元轉弱;若迎來真正的減息周期,港元會稍為逆轉,國際旅遊會慢慢恢復。
此時此刻,特區政府必須好好把握自己的優勢,規劃全盤策略,分層出擊,提升旅遊競爭力。若只是將坊間意見照單全收,《香港旅遊業發展藍圖2.0》將事倍功半。
Developing Tourism Requires a Comprehensive Strategy
In the new "Policy Address" announced by Chief Executive Li Ka-chiu on October 16th, Chapter Six (Promoting the Integrated Development of Cultural, Sports, and Tourism to Drive Diverse Economy) includes three detailed sections on how to enhance cultural confidence and create a new face for tourism in Hong Kong.
The report mentions ecotourism, major events tourism, panda tourism, horse racing tourism, cruise tourism, and smart tourism. It also emphasizes the promotion of cultural and ecological tourism routes in Sha Tau Kok, accelerating the construction of the Southern Lantau Ecological Leisure Corridor, and developing the former South Lamma Quarry, among others. Additionally, it aims to strengthen traditional tourism attractions by creating an 18-district gourmet guide, hosting food festivals, and ensuring that "there is no place in Hong Kong without tourism."
"The Policy Address" proposes a multitude of tourism projects, which can be described as overwhelming. This reflects Chief Executive Li Ka-chao's willingness to listen attentively and widely solicit suggestions from various sectors of society, including Legislative Council members, district councilors, and various organizations. For example, the development of the former South Lamma Quarry is a project that I and the New Democratic Party have been advocating for. However, successfully implementing these various projects to effectively revitalize the tourism industry, drive economic benefits, is not simply a matter of incorporating all suggestions in the "Hong Kong Tourism Development Blueprint 2.0" in a perfunctory manner. The road ahead for the Cultural and Sports Tourism Bureau is long and arduous, indicating that there is still a significant amount of work to be done.
Inventory of Tourism Resources
I believe that developing tourism requires a comprehensive strategy, with each aspect interconnected. The first step is to take stock of what tourism resources Hong Kong has, including traditional attractions, historical landmarks, theme parks, museums, islands, ecological sites, as well as recently popular attractions like pandas, newly discovered dinosaur fossils, and even red tourism sites not mentioned in "The Policy Address."
Defining Tourism Resources
The second step is to define tourism resources, determining which resources can attract which types of tourists. For example, I believe that pandas have a greater appeal to tourists from Southeast Asia or overseas, but they are not as rare for mainland Chinese tourists, who may not be as enthusiastic about coming to Hong Kong specifically for pandas. On the other hand, Hong Kong residents, especially children, may have a special affinity for pandas born in Hong Kong.
Mainland Chinese tourists expect to experience things in Hong Kong that they cannot find on the mainland. They enjoy Disneyland, considering "Hong Kong Disneyland" to be reminiscent of the American Disney flavor. Posts about "Hong Kong Disneyland" are frequently seen on Xiaohongshu (Little Red Book), and "Hong Kong Disneyland" can command higher prices against the market trend, with adult ticket prices close to a thousand Hong Kong dollars, indicating its popularity.
Furthermore, cultural attractions like the Hong Kong Palace Museum and M+ Museum in the West Kowloon Cultural District appeal more to middle-class and high-end tourists. Conversely, Instagrammable spots scattered throughout various districts are more appealing to young people who enjoy exploring different areas.
Targeted Optimization and Allocation
Once the attributes of different tourism resources are clearly defined, the third step is to optimize and allocate resources accordingly to expand the market. It is crucial to recognize that if it is challenging to compete with the mainland in the low-end market, we should consolidate the high-end market by providing high-quality services and consumer experiences to enhance competitiveness. The Policy Address mentions the need to "develop tourist sources from the Middle East and ASEAN," which requires an increase in high-end halal restaurants and prayer facilities. I believe this direction is correct.
The highly anticipated opening of the Kai Tak Sports Park and the event impact brought by the COLDPLAY concert have generated citywide excitement. However, there are concerns about whether we can efficiently manage the anticipated fifty thousand attendees and the importance of early deployment and rehearsal of traffic arrangements is crucial. I have been advocating for hosting the "Belt and Road Games" in Hong Kong. If successful, athletes, teams, and tourists from different countries will surely come to Hong Kong. Proper preparation at the Kai Tak Sports Park will be essential for sports tourism.
Strategic Promotion and Marketing
The fourth step is also a critical one. In contrast to generic widespread marketing, the SAR government needs to think strategically about how to promote and market based on the analysis of the previous three steps. It is essential to accurately promote the diverse tourism characteristics of Hong Kong to specific target groups and expand the market strategically. Additionally, different promotional methods should be employed based on the preferences of the target tourist groups. Traditional advertising, social media platforms, celebrity endorsements, or user-generated content all have their unique functions, and utilizing them appropriately can yield significant results.
Hierarchical Approach to Enhancing Tourism Competitiveness
It is evident that Hong Kong is currently experiencing a period of deflation. Many eateries are offering loss-making promotions, hotels are slashing buffet prices, with deals like "buy one get one free" or "buy two get four free." Recently, a congee shop even introduced a "all-you-can-eat for $10" promotion. Everyone is busy trying to save themselves, reflecting the urgent need for the SAR government to accelerate its pace and boost the economy.
Finally, I believe the SAR government must recognize that one major reason for the slow recovery of the Hong Kong tourism industry is the high cost of living, which lacks competitiveness compared to neighboring regions. The price level primarily depends on the international prices of goods, which in turn equals the local price multiplied by the linked exchange rate. If the linked exchange rate remains unchanged, local prices must adjust, leading to deflation. In theory, if prices fall, tourism will recover, especially if the US cuts interest rates and the Hong Kong dollar weakens. If a genuine interest rate cut cycle arrives, the Hong Kong dollar will slightly reverse, and international tourism will gradually recover.
At this moment, the SAR government must leverage its advantages, plan a comprehensive strategy, adopt a hierarchical approach, and enhance tourism competitiveness. Simply accepting all opinions without a structured plan will result in only half-hearted efforts in the "Development Blueprint for Hong Kong's Tourism Industry 2.0"
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