Summer is here and, thanks to the buoyant economy, Hongkongers are packing their suitcases and heading for overseas holiday destinations like never before.
This year, though, many are looking for something more than the conventional fast-paced package tour. They are opting for special interest trips that cater for more sophisticated interests and personalised needs, and this is driving new business and job opportunities for leading travel companies.
Lanny Leung Kong-lan, chief executive of Wing On Travel Service, said there was now a burgeoning market for themed tours, with costs and itineraries tailored to suit different groups. The company started providing specialised trips a few years ago, foreseeing the long-term potential, and now offers an attractive alternative to the more traditional or mainstream travel products.
'This is a natural direction for the market to go,' Ms Leung said. 'Many Hong Kong people have travelled far and wide over the years with generic-interest package tours. They are not satisfied any more with the broad, but more rushed and superficial, experiences they offer.'
She said that because the majority of people were so busy at work, they treasured their time off and wanted to have holidays that were more fulfilling. Therefore, when they took a break, they were keen to do something that was truly memorable or allowed them to focus on a genuine interest, so that they could return feeling revitalised and perhaps even enlightened.
To meet this demand, Wing On had initially concentrated on tapping into what the mainland had to offer, allowing tourists to see more than just the standard sights and scenic spots. The company had collaborated with the Xian city government to organise an annual tour that enabled more than 300 Hong Kong visitors to experience a ceremony emulating the Tang emperor's entry into the city in imperial times.
This year, there was also a religious pilgrimage to Mount Emei, one of China's four sacred Buddhist mountains, to coincide with Buddha's birthday, and next year luxury trains will start running on two routes from Beijing - to Lhasa in Tibet and Lijiang in Yunnan.
