With shopping on trips sliding out of favour among new-age travellers, Hong Kong has found power in its calendar of festivals and events to encourage travellers to stick around and spend while satisfying the growing appetite for unique experiences.

Speaking to TTG Asia, Dane Cheng, executive director of the Hong Kong Tourism Board (HKTB), said Hong Kong’s focus on creating outstanding festivals and events has shaped the destination’s reputation as a lively city.

Cheng said: “Hong Kong has many traditional festivals that remain genuine and celebrated by the locals. Hong Kong also has lively celebrations for other non-Chinese festivals such as Halloween and Christmas. Alongside these festivals are fascinating events like the Hong Kong Sevens rugby tournament and Art Basel.

“Many of these are organised in clusters, so that people who fly to Hong Kong to participate in them can also experience many other things. Therefore, while Hong Kong is not a new destination, people have come to recognise that Hong Kong still feels new because there is always something fresh and interesting to do.”

Cheng said HKTB teams are always looking to outdo themselves when it comes to delivering these popular festivals and events.

“Events in Hong Kong must do better every year, otherwise those in other destinations will catch up,” he remarked.

Citing the Hong Kong Wine & Dine Festival as an example, Cheng said efforts have been made to elevate the event throughout its 12-year existence.

“The team is constantly testing out new things. The festival does not only feature wine; it showcases different kinds of alcoholic beverages and we are introducing non-alcoholic drinks too. The event brings in a wide spectrum of cuisine and restaurants, not just the Michelin-star types. The team has recently added an entertainment element, so now the festival gets a carnival vibe,” he explained.

He expressed pride in the fact that Hong Kong’s festivals and events are supported by the local community.

“There’s nothing in this world that you can invent only for tourists. Experiences and events must be supported by the local community to be successful,” he emphasised.‌

He added: “With the exception of superstar concerts, which tend to attract 50 to 60 per cent of audience from outside of the host country, the majority of events must first gain the love of locals. Our Hong Kong Wine & Dine Festival enjoyed a fantastic turnout last year – the first one since Hong Kong’s reopening. It drew 140,000 visitors, out of which about 10 per cent were tourists from China, the US, Canada, the UK, Australia, Japan, South Korea and Singapore.”

Other high-profile festivals and events in Hong Kong attract a larger population of visitors. Overseas visitors tend to make up about 30 to 40 per cent of the attendance at the extravagant Chinese New Year parades while the tourist population stands at 40 per cent for the Hong Kong Sevens. Thirty per cent of attendees at both the Hong Kong Winterfest and the Hong Kong Cyclothon are from abroad.

‌Hong Kong’s festival and events potential will likely be elevated with the opening of the Kai Tak Sports Park next year. It has capacity for 50,000 people attending a sports event, and up to 60,000 people at a concert.

‌Cheng opined that Hong Kong’s festivals and events also add an interesting dimension to corporate event programmes, as attendees can join in during their free time. This corresponds with the trend of business travellers seeking quality leisure time during their trip.