【社評雙語道】港旅遊轉型如何「留客留財」？
原文
摘錄自5月2日香港《文匯報》：內地「五一」黃金周假期正式拉開帷幕，香港迎來了疫後旅遊復甦的又一波熱潮。大批遊客經高鐵及各海陸空管制站抵港，西九龍高鐵站內人頭湧湧，廣東道等傳統名店區再次展現出「購物天堂」的獨特魅力。
同時，香港多個著名的自然景點亦人潮如織，更勝去年。特區政府推進旅遊業轉型，推廣「無處不旅遊」理念取得顯著成效。業界須深度發掘香港豐富的自然生態、文化古蹟和工業遺產等旅遊資源，加快旅遊業轉型升級、多元化發展，增強「留客、留財」的效應。
數據顯示，今年「五一」期間訪港內地遊客將達92萬人次，較去年同期增長約20%，佔總入境遊客約84%，酒店入住率普遍達到90%，市道一片暢旺。然而，一個亟待解決的問題是：一些遊客留港時間偏短。根據資料，許多遊客計劃僅留港一兩日，隨後前往廣州、澳門等地。有旅行社東主坦言，接待「觀光團」淨收益比「購物團」減半，這反映出遊客停留時間短直接影響營收。破解之道，正是通過深度遊、特色遊來延長遊客停留期限，實現「留多幾日、加強消費」的目標。
尤其值得關注的是，隨着交通網絡的進一步完善，越來越多消費力強的內地遊客選擇「粵車南下」或乘搭高鐵來港。他們不僅帶來了可觀的經濟效益，也對香港的旅遊服務提出了更高要求。
面對這一新形勢，香港不能僅停留在滿足遊客簡單的購物消費層面，而應把握機遇，加快旅遊業轉型，以多元化的深度體驗「留客」，為經濟發展注入更持久的動力。
當前，遊客的旅遊模式已悄然發生轉變。除了「血拚」購物之外，越來越多遊客特別是年輕一代，對香港的自然生態、歷史文化及地道生活展現出濃厚興趣。他們希望透過深度遊，細味香港中西文化交匯的獨特韻味。特區政府積極推動「無處不旅遊」理念，成立發展旅遊熱點工作組，並推出「本地特色旅遊鼓勵計劃」，正是順應這一潮流的務實之舉。
近期大受歡迎的「九龍城寨光影之旅」及「油蔴地警署光影之旅」便是成功典範。這些項目巧妙利用香港的歷史文化資源，結合現代光影科技，讓遊客在沉浸式體驗中了解香港的歷史變遷。數據顯示，相關展覽入場人次及門票銷售情況理想，且外地遊客佔比不斷上升，證明了深度文化旅遊的巨大潛力。
香港擁有得天獨厚的旅遊資源。從西九文化區的藝術熏陶，到郊野公園的山海風光，再到遍布全港的歷史古蹟，每一處都值得深入發掘。業界應善用這些資源，開發更多如生態遊、文化古蹟遊及工業旅遊等特色產品。例如，可進一步推廣新界農莊的有機生態體驗，或將重慶大廈等具電影情懷的地標打造為旅遊景點，為遊客提供情緒價值與獨特回憶。
要讓遊客「留多幾日」，關鍵在於提升旅遊的「軟件」配套。這包括完善景點的交通接駁、培訓具備深度知識的導賞人才，以及開發具創意的周邊聯乘產品。
同時，要善用香港「背靠祖國、聯通世界」的優勢，在國家「一程多站」的旅遊規劃中發揮核心作用，吸引更多國際遊客經港進入大灣區。
黃金周的旺場景象令人鼓舞，但香港旅遊業的轉型之路仍需持續努力。我們應用好國家給予的各項惠港政策，在維護好繁榮穩定的社會環境下，不斷挖掘城市深度，提升服務品質。透過構建多元化的旅遊生態，香港定能擦亮旅遊這塊「金字招牌」，在融入國家發展大局中實現更高質量的發展，讓每一位訪客都能感受到東方之珠的獨特魅力與無限活力。
譯文
Golden Week Boom Highlights Need to Accelerate Tourism Transformation and Upgrading
The mainland's Labour Day Golden Week holiday has officially begun, ushering in another wave of post-pandemic tourism recovery for Hong Kong. Large numbers of visitors have arrived via high-speed rail as well as various land, sea and air control points. West Kowloon High-Speed Rail Station has been packed with travellers, while traditional shopping districts such as Canton Road have once again displayed the city's distinctive allure as a "shopping paradise".
At the same time, many of Hong Kong's well-known natural attractions have been thronged with visitors, surpassing last year's levels. The Government's efforts to promote the transformation of the tourism sector and its vision of "Tourism is Everywhere" have begun to yield tangible results. The industry must now delve more deeply into Hong Kong's abundant natural ecology, cultural heritage and industrial legacy, accelerate transformation and upgrading, diversify development, and strengthen the effects of retaining visitors and spending.
Data show that during this year's Labour Day holiday, the number of mainland visitors to Hong Kong is expected to reach 920,000, representing an increase of around 20 per cent year-on-year and accounting for approximately 84 per cent of total incoming visitors. Hotel occupancy rates have generally reached about 90 per cent, reflecting a buoyant market. However, a pressing issue remains: some visitors are staying in Hong Kong for only a short period. According to available figures, many tourists plan to remain in the city for just one or two days before travelling on to Guangzhou, Macau and other destinations. An owner of a travel agency has candidly admitted that the net profit from hosting "sightseeing tours" is only half that of traditional "shopping tours", highlighting how short stays directly undermine revenue. The solution lies precisely in extending visitors' length of stay through in-depth and themed travel, so as to achieve the goal of "staying longer and spending more".
Of particular note is that, with further improvements to the transport network, a growing number of high-spending mainland visitors are choosing to drive to Hong Kong under the "Southbound Travel for Guangdong Vehicles" scheme or to travel by high-speed rail. While they bring considerable economic benefits, they also raise expectations of the city's tourism services. Facing this new reality, Hong Kong cannot limit itself to fulfilling visitors' basic shopping needs; it must seize the opportunity to accelerate the transformation of its tourism sector, using diversified and in-depth experiences to retain visitors and inject more sustained momentum into economic development.
At present, tourists' travel patterns are undergoing a subtle but significant shift. Beyond "splurge shopping", a growing number of visitors—especially from the younger generation—are showing strong interest in Hong Kong's natural environment, historical heritage and everyday local life. Through deeper forms of travel, they hope to savour the city's unique character as a meeting point of East and West. The Government's active promotion of the "Tourism is Everywhere" concept, the establishment of a Working Group on Developing Tourist Hotspots, and the launch of the Characteristic Local Tourism Incentive Scheme are pragmatic measures that align well with this trend.
The recently popular "Kowloon Walled City: A Cinematic Journey" and "Yau Ma Tei Police Station: A Cinematic Journey" offer successful examples. These projects ingeniously harness Hong Kong's historical and cultural resources, combining them with modern light and projection technologies to provide immersive experiences through which visitors can better understand the city's historical evolution. Data indicate that attendance figures and ticket sales for these exhibitions have been encouraging, with a rising proportion of overseas visitors—clear proof of the immense potential of in-depth cultural tourism.
Hong Kong is endowed with uniquely rich tourism resources. From the artistic ambience of the West Kowloon Cultural District, to the mountains and seas of its country parks, and the historical monuments scattered across the territory, every corner warrants deeper exploration. The industry should make good use of these assets to develop more niche products, such as eco-tourism, heritage tours and industrial tourism. For instance, organic farming and ecological experiences in the New Territories could be further promoted, or landmarks imbued with cinematic nostalgia—such as Chungking Mansions—could be transformed into distinctive tourist attractions, offering visitors emotional resonance and lasting memories.
Encouraging visitors to "stay a few more days" ultimately depends on enhancing the tourism "software". This includes improving transport links to attractions, training guides with in-depth knowledge, and developing creative co-branded merchandise and ancillary products. At the same time, Hong Kong should fully leverage its advantages of being "backed by the motherland and connected to the world", playing a core role in national "multi-destination itineraries" by attracting more international visitors to enter the Greater Bay Area via Hong Kong.
The lively scenes witnessed during the Golden Week are heartening, yet the path of transformation for Hong Kong's tourism industry requires continued effort. By making full use of the various policies supporting Hong Kong provided by the state, safeguarding a stable and prosperous social environment, and continually unearthing the city's deeper appeal while upgrading service quality, Hong Kong can build a diversified tourism ecosystem. In doing so, it will further polish tourism as one of its "golden signboards", achieve higher-quality development while integrating into the national development strategy, and ensure that every visitor experiences the unique charm and boundless vitality of the Pearl of the Orient.
●Tiffany
