Resilience amidst crisis : navigating tourism risks and marketing strategies in Hong Kong

Abstract

This chapter examines the evolution of Hong Kong's tourism landscape from 2000 to the present, analysing arrival trends and shifts in major source markets. It explores the impacts of key events, including the SARS outbreak, the global financial crisis, social movements, and the COVID-19 pandemic, on tourism flows and the challenges these posed to Hong Kong as a leading tourist destination. Using the �Respond, Reimagine, and Recover� model, the chapter highlights strategies employed by key stakeholders, such as the Hong Kong government, the Hong Kong Tourism Board, Tourism Commission, Hong Kong Airport Authority, and Hong Kong Hotels Association, to sustain Hong Kong's appeal during crises. It also underscores the critical role of tourism infrastructure development and the establishment of the Culture, Sports and Tourism Bureau in promoting synergy across sectors. The chapter further explores how major tourism players, including airlines and hotels, adapted their approaches to maintain operations and attract visitors. Through these efforts, Hong Kong demonstrates its resilience and ability to reimagine its offerings, positioning itself as an enduringly attractive destination in the global tourism landscape.