Deep Dive: Social media, budgets are changing how mainland Chinese tourists experience Hong Kong

Xiaohongshu, a Chinese Instagram-like social media platform, has reshaped Hong Kong’s tourism landscape. On the app, influencers share ideas and tips for lesser-known destinations.

Xiaohongshu has more than 200 million monthly active users, the vast majority of whom are on the mainland, and more than 70 per cent were born in the 1990s.

On the app, terms such as “Hong Kong in a Day” have gone viral, with posts containing this phrase and Tourist Special Forces amassing more than 54 million views.

Posts contain detailed maps and itineraries. Users swap suggestions on seeing the city’s key attractions in under 24 hours while spending as little as 300 yuan (HK$325). Suggestions include saving on transport by taking the tram or eating at a local cha chaan teng.

One unorthodox Hong Kong destination popularised on the app is a busy footbridge in Mong Kok, overlooking a terminus of red minibuses. The colourful neon sign adorning the residential buildings is a popular draw for tourists who want to capture the city’s vintage vibe.

The rise of such experience-based tourism comes as the retail sector suffered a 14.7 per cent year-on-year drop in April. The city has been striving to restore visitor numbers to pre-pandemic levels to improve the economy.

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Travel Industry Council executive director Fanny Yeung Shuk-fan said it was clear that tourists were no longer focused on shopping for luxury products in Hong Kong, and that the latest experience-focused trend aligned with the industry’s push for in-depth, cultural tourism.

“If people came here only to shop, it’s not sustainable,” Yeung said. “If you want travellers to come again or stay longer, we must have new places for them to explore.”

Paul Chan Chi-yuen is the co-founder of Walk in Hong Kong, which specialises in local walking tours. He said the city had diverse cultural tourism resources, but authorities needed to consider whether all places were suitable.

He said conflicts between residents and tourists could be seen in popular photo spots, such as the rainbow-coloured Choi Hung Estate and the Yick Cheong Building in Quarry Bay, featured in a Transformers film.

“Collaborating with local organisations or residents is a good way to establish a mutually beneficial and positive interaction between tourists and the community, as we aspire to go beyond traditional tourist areas and encourage visitors to explore local cultural stories, historical sites and communities.”

Staff writers

1. Which of the following descriptions of Xiaohongshu are true?

(1) The app is not based in China but has become popular there.
(2) It is best known for its lifestyle tips and travel recommendations.
(3) The app has more than 200 million monthly active users.
(4) More than 70 per cent of the users are elderly residents.

A. (1), (2) only
B. (1), (3) only
C. (2), (3) only
D. (3), (4) only

2. Based on News and your own knowledge, list TWO experience-based tourism destinations in Hong Kong and why they could be trending on Xiaohongshu.

3. To what extent do you agree with Paul Chan that Hong Kong should collaborate with local organisations and residents to offer cultural tourism experiences? Explain using News, Issue, and your own knowledge.

1. Identify and explain TWO key trends from the graph.

2. In January 2018, Hong Kong had 4.11 million visitors from mainland China. According to News and Issue, how have mainland Chinese visitors changed their travel behaviours since then and how might this be reflected in the graph?

1. What could be the artist’s attitude on Xiaohongshu tourism?

2. Based on News, Illustration, and your own knowledge, suggest TWO potential impacts Xiaohongshu tourism has on Hong Kong.

• Hong Kong hopes to expand an independent travel scheme to encourage mainland tourists to visit the city

• Visitors are shifting spending habits amid economic challenges and choosing to travel to neighbouring cities instead

Hong Kong authorities are in talks with their mainland Chinese counterparts about expanding a travel scheme to allow more residents of second- and third-tier cities to visit, with the possibility of a multiple-entry arrangement.

The city’s No 2 official, Eric Chan Kwok-ki, said he hoped more visitors from the mainland could visit Hong Kong “as soon as possible” to help boost the tourism sector.

Currently, residents from 59 mainland cities can travel to Hong Kong twice a year under the Individual Visit Scheme and stay up to seven days each time. The scheme, introduced in 2003, accounted for 60 per cent of all mainland arrivals last year.

Lau Siu-kai, a consultant for Beijing’s semi-official think tank, thinks an increase in visitors could benefit the city. “Tourism can help create job opportunities, especially for low-earning groups in Hong Kong,” he said. “It can also improve Hongkongers’ confidence in the economy, revitalise the city and stabilise the political situation.”

He noted that there was a time when mainland tourists visited in droves. Many took advantage of Hong Kong’s public resources, which resulted in friction with locals.

“Mainland authorities might take a step-by-step approach to test the waters and observe whether people are pouring into Hong Kong and what kind of effect this would have on people’s daily lives.”

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Mainland Chinese tourists were long considered big spenders keen to take advantage of the city’s selection of luxury goods and duty-free shopping. However, since the border fully reopened after the city lifted Covid-19 restrictions last year, they have been spending less on high-end goods and instead seeking cheaper experiences.

Hainan, an island province off the mainland’s southern coast dubbed “China’s Hawaii,” has managed to grab much of Hong Kong’s once-unique shopping allure. Mainland residents can spend up to 100,000 yuan (around HK$107,618) per year on tax-free shopping on the island, compared with just 5,000 yuan (HK$5,380) in Hong Kong per entry.

Simon Lee Siu-po, an honorary fellow at the Asia-Pacific Institute of Business at the Chinese University of Hong Kong, said the mainland’s poor economy also contributes to visitors’ decreased spending.

“[Mainland] China is still facing challenges, so tourists are spending their money wisely,” he said. “They would rather take a day trip to Hong Kong than stay for two or three days.”

Lee said that convenient travel options such as the West Kowloon high-speed rail and MTR lines gave mainland visitors many ways to pop in and out of the city, while neighbouring Shenzhen offered a cheaper place to stay.

Staff writers

1. According to Issue and Glossary, which of the following statements about the Individual Visit Scheme are true?

(1) Hong Kong hopes to expand the travel scheme to welcome more Chinese tourists from second- and third-tier cities.
(2) Residents from all mainland cities can travel to Hong Kong twice a year, staying for no more than seven days each time.
(3) The expansion of the travel scheme aims to boost Hong Kong tourism.
(4) The scheme accounted for 60 per cent of all mainland arrivals to Hong Kong last year.

2. List THREE factors affecting Hong Kong’s tourism.

3. Do you think promoting cultural tourism and expanding the travel scheme could boost Hong Kong’s tourism sector? Explain using News, Issue, and your own knowledge.

Xiaohongshu: officially called RED in English, is a lifestyle and e-commerce platform popular in mainland China. Known as the “Chinese Instagram,” it allows people to discover and connect with a range of diverse lifestyles and has over 200 million users every month.

Tourist Special Forces: a trend among young people in mainland China to visit as many attractions as possible while spending the least amount of money and time at one place.

cultural tourism: activities that allow visitors to learn, discover, and experience a destination’s cultural attractions or products.

Chinese second- and third-tier cities: cities in mainland China are unofficially classified into different tiers based on factors such as gross domestic product (GDP), political administration, and population. In total, China has 613 cities divided into four tiers.

Individual Visit Scheme: A programme first introduced in four Guangdong cities in 2003 to allow residents of those cities to visit Hong Kong independently. The scheme has since expanded to 59 mainland cities and allows for one or two visits to Hong Kong. Endorsement holders can stay in the city for no more than seven days per visit.

Hainan: an island in China known for its tropical scenery that is being transformed into a free-trade shopping hub. Passport holders from 59 countries can visit for 30 days without a visa as long as they come with a travel agency.

West Kowloon high-speed rail: a train that connects Hong Kong with 78 mainland destinations, from Shenzhen, Dongguan, and Guangzhou to Shanghai and Beijing.

News

1. C

2. Experience-based tourist sites in Hong Kong include a busy footbridge in Mong Kok that overlooks the red minibus terminus, which offers a nostalgic and vintage vibe of Hong Kong; Choi Hung estate, a rainbow-coloured public estate that provides a nice photo opportunity, and Yick Cheong Building in Quarry Bay, which was featured in a Transformers film. (any two)

3. I largely agree with Paul Chan’s view that Hong Kong should collaborate with local organisations and residents to offer cultural tourism experiences.

Firstly, this collaborative approach can create more job opportunities for residents, such as hiring them as guides, hosts, or ambassadors to share their stories and expertise with visitors. This benefits the community economically and allows them to actively promote their neighbourhood’s unique culture and traditions.

Additionally, empowering residents in cultural tourism development can help preserve the unique identity and character of Hong Kong’s neighbourhoods, preventing the risk of over-commercialisation. It can strike a balance between promoting cultural attractions and respecting the needs of residents.

Some might worry that this approach could lead to overcrowding in the area and affect the livelihood of residents. However, it can establish mutually beneficial and friendly relationships between locals and visitors, avoiding potential conflicts. Engaging with residents also allows visitors to gain a deeper understanding of the local culture. (accept other reasonable answers)

Issue

1. B

2. There are a few factors affecting Hong Kong tourism. Mainland tourists are changing how they travel, preferring cheaper cultural experiences over luxury shopping. Economic challenges in mainland China have led to more budget-conscious spending, and competition from other destinations, such as Hainan, offers more attractive tax-free shopping. Finally, more convenient travel options, such as the West Kowloon high-speed rail terminus, give mainland visitors more ways to pop in and out of the city, meaning they can come down for day trips and stay across the border in Shenzhen. (any three)

3. I believe promoting cultural tourism would be more helpful in boosting the city’s tourism sector in the long run than just expanding the travel scheme.

Cultural tourism can attract visitors willing to spend more time and money on immersive experiences in Hong Kong. This could lead to higher average spending per visitor compared to the day trippers or more budget-conscious shoppers that an expanded travel scheme may draw.

Additionally, the in-depth cultural tourism experience would better cater to the changing needs of mainland visitors, who increasingly value cultural exposure rather than just luxury shopping. Simply expanding the travel scheme would not effectively address this evolving visitor demand.

While expanding the travel scheme could increase tourism revenue through higher visitor numbers, these benefits may not be sustainable in the long run. The influx of tourists, often focused on quick shopping trips and sightseeing, can overwhelm Hong Kong’s urban infrastructure and public services, leading to issues like overcrowding and disruption to residents’ daily lives.

In contrast, a focus on promoting cultural tourism offers a more sustainable approach. Cultural tourism has the potential to generate jobs and business opportunities that are better integrated with the local community, as it involves more immersive experiences highlighting Hong Kong’s unique heritage and traditions. (accept other reasonable answers)

Graph

1. The total number of visitors to Hong Kong declined from around 3.8 million in January to about 3.5 million in April 2024. While travellers from mainland China were the largest group of visitors, this number also dropped over the same period, declining from around 2.8 million in January to 2.5 million in April.

2. Mainland Chinese tourists have shifted their travel priorities from purchasing luxury goods and duty-free shopping toward seeking out more affordable and immersive cultural experiences. The shift may drive them to choose other locations that can provide richer cultural exposure and cheaper experiences over Hong Kong, resulting in a drop in visitors. (accept other reasonable answers)

Illustration

1. The cartoon suggests the author has a negative or critical attitude towards Xiaohongxhu tourism. This is evident from the characters’ frustrated expressions directed at the tourist, as well as the text asking “What the hell is Xiaohongxhu?”, which conveys a sense of disapproval or confusion.

2. Overcrowding at popular photo spots, which could lead to conflicts between residents and tourists. Residents’ daily lives could also be disrupted, as some tourists encroach on residential areas, disrupting their routines. (accept other reasonable answers)