What do travellers today want from their stay in Hong Kong?
They want the intangible. They want to carry more than just
souvenirs back home. Its images, feelings and an
understanding of the city's culture, heritage and natural
surroundings that visitors want to capture and bring home
to share with their families and friends. These are
priceless and everlasting. Evidence of this is a recent
report in the South China Morning Post chronicling the
13-day stay of a farmer from China's Anhui province. The
farmer, Zhu Shiping with just HK$850 (US$108) in his
pocket, explored Hong Kong's public parks and ferried back
and forth between the Hong Kong and Kowloon islands for a
better glimpse of the city's skyscrapers. He could not
afford hotel accommodation, so he spent the evenings at the
Star Ferry underpass sleeping on a bed of cardboard. This
did not alter his view of Hong Kong as an amazing city, and
he plans to return in another five years, next time with
his wife and more money in his pocket! "Not many cities
have such a beautiful setting," Zhu was quoted as saying.
"Xiamen is very nice - especially Gulangyu. But it's not as
good as Hong Kong." He will certainly return to his
hometown and carry with him the tale of his visit to many
of his family and friends who will also want to experience
Hong Kong on their own. As more and more mainland Chinese
travellers come into Hong Kong, more hoteliers, travel
agencies and tourist organisations are looking at
intangible ways to accommodate the needs of both the
affluent and less-affluent tourists from the region.
Language Local Cantonese speakers are polishing their
Putonghua skills more now than in previous years when
English was of greater importance. Hoteliers make sure
their staff are educated in Mandarin so they can
communicate effectively with guests. Kowloon Shangri-La
general manager, Mark Heywood says, "We are seeing more and
more mainlanders coming into Hong Kong. Although they are
not at the centre of our market at the moment, as their
affluence grows year-by-year, we are keeping aware of this.
You have to keep the language in mind." A grasp of the
language is paramount for the service industry. If
visitors' needs are not fulfilled, they will go home with a
negative impression and spread the word. Culture Hong Kong
has so much to offer through its festivals and there is
never a dull moment in its everyday life. For mainland
Chinese, the Hong Kong Tourist Association (HKTA) is
actively promoting five new themes for the more affluent
segment - shopping, dining, entertainment, heritage and
scenic Hong Kong. These are all fresh for the mainland
market, but not so for the more seasoned travellers of
North America and Europe. That's why the HKTA is shifting
its focus away from modern city themes that could be found
in virtually any other country around the world, toward
Hong Kong's unique cultural offerings. Just initiated by
HKTA in December 2000, the People to People cultural
programme is a way for visitors to experience a day in the
life of local people. Each morning from Monday to Sunday, a
member of society specialising in either temples, tai chi,
teas, antiques, festivals, feng shui or art will be
available at a fixed time to greet visitors and open a
window into their daily lives. Contrasts By zeroing in on
the markedly different historical and modern angles of Hong
Kong, it can remain its own, distinct destination. Jamie
MacDonald, senior manager for consumer marketing &
planning at HKTA says, "The essence of the Hong Kong brand
is the living fusion of East and West. This differs from
other regions around the world. The city offers British as
well as Chinese fusion that is very much forward-looking,
modern and dynamic. Meanwhile, it has contrasts in its
history and culture. If we don't have the fusion, we'd just
be another city in China." The ancient Chinese heritage of
spiritual beliefs and superstitions blends well with the
futuristic and Western-style architecture. Nature The HKTA
and a growing number of green groups in Hong Kong are
urging tourists to look beyond the city to get a feel of a
healthier Hong Kong. Health is a trend for visitors coming
from the East and West, so why not explore Hong Kong's
greenery? To help showcase the region's green scene the
HKTA is working to capture the countryside's flora and
fauna through the experienced lens of National Geographic
photographer, Edward Stokes. In his book, Exploring Hong
Kong's Countryside - A visitor's companion, Edward Stokes
writes, "The Chinese expression for "landscape" is shan
shui or "mountains water." The image suits Hong Kong
perfectly. In few other parts of China are hills and sea
blended in such dramatic grandeur. Indeed, in very few
places around the world is there natural beauty so close to
a dynamic city. Hong Kong goes beyond the branding of a
material city. The new millennium of tourists are looking
for a far richer experience, and Hong Kong has plenty to
offer.