The Hong Kong government recently announced that over 210 events will be held throughout 2024. With the events held in the first half of the year, there are still at least 106 events to come, spanning various fields, including arts and creativity, festivals, sports competitions, large conferences, trade exhibitions, and financial summits. There are over 15 new projects, alongside returning popular events.
Upcoming highlights include the “Doraemon Drone Show” on May 25, and the “100% Doraemon & FRIENDS” exhibition on the Avenue of Stars starting July 13. July will also feature the new Martial Arts Dance Carnival with over 1,000 martial artists and dancers. In August, Hong Kong will host the 2024 Women’s U20 Lacrosse World Championship. September will see the expanded Tai Hang Fire Dragon Dance route. October will kick off with the National Day fireworks, followed by the Hong Kong Wine and Dine Festival and the WBSC Baseball5 World Cup. November will feature several cross-country events, including Trailwalker. December will close the year with the Hong Kong Streetathon and New Year’s Eve countdown.
The government expects these events to attract about 1.7 million tourists, generating approximately HKD 7.2 billion in spending and adding HKD 4.3 billion in economic value. Can these events drive post-pandemic tourism and retell Hong Kong’s story to the world?
Shopping and Entertainment Buzz Returns, Boosted by Concerts and Music Festivals
From May 10 to June 10, “shopping and entertainment” was the top discussion topic on mainland social media (59%), followed by “popular photo spot” (30%). This surge was driven by high-profile concerts and music festivals, including the 2024 Hua Chenyu Mars Concert in Hong Kong (May 24-26), Hong Kong WATERBOMB Music Festival 2024 (June 1-2), and S2O Asia’s Water Festival 2024 (June 8-9).
Yau Tsim Mong district remained a hot spot, not only due to its landmarks but also because of events like the world’s first “Doraemon Drone Show” on May 25, attracting visitors to Tsim Sha Tsui. The Hong Kong WATERBOMB Music Festival also boosted traffic and discussions in the West Kowloon Cultural District.
Concerts Drive Continued Interest, Music Festivals Attract Young Tourists
Concert-related discussions remain high, particularly the 2024 Hua Chenyu Mars Concert in Hong Kong. Hua Chenyu, in collaboration with the Culture, Sports, and Tourism Bureau, held a three-day outdoor concert in Central, the first mainland artist to do so in Hong Kong. The Hong Kong Tourism Board (HKTB) promoted the concert on Xiaohongshu, including a lottery for free tickets and travel tips, generating high engagement.
Similar to last month’s Mayday concert, businesses offered “yacht concert” packages for Hua Chenyu’s concert, with yacht rides and dining options. This strategy highlights the appeal of giving tourists a “purpose” to visit Hong Kong.
In addition to Hua Chenyu, several other artists have recently held concerts in Hong Kong. The government and HKTB should continue to strengthen collaboration with the concert industry to boost tourism, hospitality, dining, and retail sectors.
Major Music Festivals in June
June saw two large music festivals: the Hong Kong WATERBOMB Music Festival (June 1-2) in the West Kowloon Cultural District and the S2O Asia’s Water Festival 2024 (June 8-9) in Central. These events generated nearly 30,000 posts on mainland platforms, with WATERBOMB alone accounting for over 25,000 posts, indicating young tourists’ enthusiasm for large outdoor music events. These festivals typically feature local and international stars, attracting fans to Hong Kong.
Doraemon Drone Show Captivates Audience
On May 25, the world’s first Doraemon-themed drone show was held over Victoria Harbour, near the Avenue of Stars in Tsim Sha Tsui. The 15-minute performance featured around 1,000 drones forming various patterns, with narration by local voice actors. Although not organized by the government, the event generated significant interest. Social media posts peaked at over 600 the day before the show but dropped to about 300 on the day of the event.
Doraemon is a cherished childhood memory for many, so the themed event received widespread acclaim. About 74% of the posts expressed positive sentiments, while only 1% were negative.
Many positive posts described the show as stunning, with some saying it made their trip to Hong Kong “totally worth it!” The Doraemon theme evoked childhood memories, showing its appeal to tourists. However, negative posts criticized the chaotic traffic and crowd management. For future large-scale events, organizers should collaborate with relevant departments to ensure better traffic and crowd control, enhancing Hong Kong’s reputation as an events hub.
Following the “Doraemon Drone Show,” the “100% Doraemon & FRIENDS” touring exhibition will be displayed on the Avenue of Stars starting July 13. Official promotions and related discussions about the exhibition have already appeared on mainland platforms.
Positive Community and Cultural Leisure Discussions Boost Visitor Numbers
According to the Wisers-HKUST Tourism Index forecast, “positive community” discussions on mainland media show a strong positive correlation with visitor numbers. Many posts praised the friendly service, enhancing the tourist experience. The government’s upcoming “Citywide Courtesy Campaign” in June aims to improve Hong Kong’s image and encourage positive social media reviews.
Discussions about “cultural leisure” also show a strong positive correlation with visitor numbers. Recent large cultural and entertainment events, such as concerts, music festivals, and Doraemon-themed activities, have attracted many tourists. Continued promotion of diverse events through social media is recommended to gradually revive the tourism industry.
Conclusion: Enhancing Event Promotion and Service Quality to Tell Hong Kong’s Story
The government announced over 210 events for the year, with at least 106 still to come, spanning arts, festivals, sports, conferences, trade shows, and financial summits. “Shopping and entertainment” discussions on mainland social media rose to 59%, driven by concert-related buzz, particularly the 2024 Hua Chenyu Mars Concert in Hong Kong. The HKTB promoted the concert extensively, generating high engagement.
The government and HKTB should continue strengthening ties with event-related industries to drive tourism, hospitality, dining, and retail. June’s major music festivals showed that young tourists are enthusiastic about large outdoor events featuring local and international stars.
The Doraemon Drone Show on May 25, though not government-organized, received high praise, indicating that themed events can significantly attract tourists. Future large-scale events should ensure better traffic and crowd management.
Wisers-HKUST Tourism Index forecasts also show a strong positive correlation between “positive community” discussions and visitor numbers. The upcoming “Citywide Courtesy Campaign” aims to improve tourists’ impressions of Hong Kong and encourage positive social media reviews.
Overall, the government should enhance event promotion and collaboration with related industries, and improve service quality to create a comprehensive and memorable tourist experience, leveraging events to retell Hong Kong’s story to the world.
