Financial Secretary Paul Chan this morning pledged that the Government will build the Hong Kong brand on all fronts.

In his 2024 Budget Speech, Mr Chan outlined commitments to raise the city’s standing as a premier destination for business and tourism through consolidation of its prowess in hosting mega events and thematic annual conferences, better use of its social and natural resources, and the integration of opportunities created by industry development. He also announced that the Hong Kong Tourism Board (HKTB) will launch a new tourism brand for the city.

Highlighting that the Government has set up a Mega Events Coordination Group, Mr Chan said the Government had earmarked $100 million over the next three years to boost the number of mega events and their promotion, strengthen inter-departmental collaboration in support of such events, and maximise the benefits they bring both in terms of economic prosperity and enhancing the city’s image internationally.

He noted that more than 80 mega events are due to be staged in Hong Kong in the first half of this year, including several prestigious arts and cultural events under the “ArtMarch” banner next month, and next week’s LIV Golf Hong Kong tournament. He also called attention to the 15th National Games, due to be co-hosted by Hong Kong, Macao and Guangdong next year.

Mr Chan said thematic conferences can also help to reinforce Hong Kong’s branding. He pointed to the Global Financial Leaders’ Investment Summit and the Asian Financial Forum as two successful examples of such events, adding that next month’s Financial Mega Event Week – which will encompass the family office-focused Wealth for Good in Hong Kong Summit, the Milken Institute’s Global Investors’ Symposium, and other large-scale forums – will also bolster Hong Kong’s international profile.

Besides attracting visitors to these shores, the finance chief said Hong Kong will continue to go global by visiting other regions and markets and telling good stories about Hong Kong. He announced that under a new Sponsored Overseas Speaking Engagement Programme, renowned scholars and industry leaders will be sponsored to attend overseas events and give speeches to promote Hong Kong and its many advantages.

Explaining that these advantages include the city’s magnificent harbourfront and natural beauty, Mr Chan vowed that the Government will marshal the city’s use of such resources to bring residents and visitors alike enchanting moments and experiences.

In particular, he announced that the HKTB will hold pyrotechnic and drone shows against the backdrop of Victoria Harbour every month and will revamp its light-and-sound show, “A Symphony of Lights”. In addition, the Development Bureau will introduce facilities for commercial activities such as retail, entertainment, and food and beverage operations, on a pilot basis, at selected harbourfront locations.

Moreover, in order to invigorate tourism in the city, the HKTB will develop brand new seasonal, festival and other event experiences spanning Chinese and Western art forms, popular culture, wine-and-dine initiatives, sports activities, exploration of Hong Kong’s outlying areas, and more, to cater to the interests of wide-ranging visitor segments. The board will also encourage the industry to launch a more diversified portfolio of tourism products.

Mr Chan said local group-tour activities would continue to be enhanced and that the Tourism Commission will continue to organise engaging creative arts and cultural tourism projects such as the Sai Kung Hoi Arts Festival and the Design District Hong Kong (#ddHK) initiative. Meanwhile, the HKTB will promote immersive, in-depth tourism under themes such as “Citywalk”, as well as young adult-focused activities including hiking, cycling, stand-up paddle-boarding, trail-running and stargazing in the wilderness.

Noting that the Government’s Temple Street Night Market promotion, in December, had drawn tourists and locals alike to sample the street’s distinctive character, Mr Chan added that the HKTB will offer a range of activities and promotions to boost visitor numbers to the district and create more business opportunities for its merchants.

Revealing that the HKTB will launch a new Hong Kong tourism brand, Mr Chan said it would continue to collaborate with Greater Bay Area cities to jointly promote multi‑destination tourism. He outlined that the Government will allocate additional funding, totalling $1,095 million, to support the Tourism Commission and the HKTB in organising mega events and other activities, and in enriching the city’s tourism resources.

Mr Chan also explained that the HKTB will enhance the Quality Tourism Services Scheme and launch a new round of publicity activities. He underlined that in collaboration with various sectors, the Government wants to promote Hong Kong as a hospitable, people-focused city.