The rapid recovery of the Hong Kong tourism industry from the effects of SARS has been one of the major stories of the past ten months. Arrivals from long-haul destinations are back to pre-SARS levels, while the success of the Individual Visit Scheme under CEPA has resulted in mainland visitors now accounting for more than half the sectors revenue.
Prospects for 2004 are bright; The Hong Kong Tourism Board (HKTB) reports that we can expect more than 20 million visitors this year, a 30% increase on 2003. The forthcoming expansion of the Individual Visit Scheme to all of Guangdong province will bring yet more mainland arrivals, with three-day shopping trips for designer brands proving to be especially popular.
Despite this undoubtedly positive news, many observers feel that potentially very lucrative forms of tourism continue to be ignored and underdeveloped in the territory. Hong Kong is still marketed primarily as a short-stay city destination, with the average length of stay being roughly three days.