Hong Kong's government has initiated a new campaign to promote politeness among its residents, aiming to revitalize the city's tourism industry, which has yet to fully rebound from the impacts of the COVID-19 pandemic and recent political changes.
Culture, Sports, and Tourism Secretary Kevin Yeung announced the multi-department effort on Monday, acknowledging that a "handful of black sheep" have made headlines for behavior that "tarnishes our image." The campaign comes in response to growing complaints about unfriendly service staff and rude taxi drivers, which have been identified as deterrents for tourists, reports Time magazine.
The initiative involves various government departments working together to improve the city's hospitality. The Education Bureau will implement programs to teach courtesy to students, while the Home Affairs Department will organize community activities to encourage friendliness, potentially including reward schemes for "good performance."
Yeung also revealed plans to share a series of video clips urging residents to "go the extra mile" in promoting Hong Kong's hospitality and to volunteer at visitor centers.
Hong Kong Chief Executive John Lee endorsed the campaign during his regular press conference on Tuesday. "I ask you all to take part, to enhance visitors' experience," Lee said through an interpreter. "We should be more courteous, we should be more helpful, we should smile more, we should take the extra mile to promote Hong Kong's hospitality so that Hong Kong will become a well-known place where visitors are welcome."
This isn't the first time Hong Kong has attempted to address its perceived attitude problem. Similar politeness campaigns were launched in the 1990s and early 2000s. However, the city continues to struggle with attracting pre-pandemic levels of visitors, despite lifting strict COVID-19 travel measures and organizing over 200 "mega events," including conferences, concerts, and sports games.
Data from the Hong Kong Census and Statistics Department and Tourism Board show that visitor arrivals peaked at over 6.7 million in January 2019. In April 2024, the number was less than half that figure.
The decline in visitor numbers coincides with Hong Kong's shifting political landscape. Arrivals began to dip following major pro-democracy protests in 2019 and subsequent government actions to quell dissent and anti-China sentiment in the city. Some observers suggest that ongoing political tensions, along with other social and economic factors, may contribute to the perceived brusqueness of Hong Kong residents.
The profile of Hong Kong's post-pandemic tourism has also changed significantly. In 2010, 10% of visitors were from Europe and the Americas, while 63% were from mainland China. By 2023, these figures shifted to 5% and 79%, respectively. Additionally, travel warnings issued by countries such as the United States, Canada, and the United Kingdom, cautioning their citizens about "arbitrary" and "broad" enforcement of local laws, may be impacting visitor numbers from these regions.
Secretary Yeung acknowledged the limitations of the campaign, stating, "The hospitality movement cannot solve all of society's problems, but the spirit is what counts.
