STORY BY KATHY BUCKWORTH

While the Chinese New Year official rings in on January 29, the Hong Kong Tourism Board (HKTB) and the Hong Kong Economic and Trade Office struck early with a celebration of the Year of the Snake on Thursday night (Jan. 23), playing host in Toronto at the TIFF Lightbox.

Amidst an enthusiastic dragon dance, which incorporated traditional Chinese music as well as a disco light version of an Usher dance hit, the symbolism of the dance bringing good fortune and prosperity into the New Year was appreciated by more than 150 travel industry and media partners, who had an opportunity to have their names hand drawn by gifted Chinese calligraphy artists.

Hoi Chiu, an internationally renowned sand artist from Hong Kong, had the crowd mesmerized with his constantly shifting and transformative sand art, incorporating Chinese and Canadian iconic landscapes to music, ending with a pictorial depiction of a snake in the year 2025, with the words “Kung Hei Fat Choy.”

“The Year of the Snake invites us to embrace wisdom, intuition, and determination, and navigating challenges with grace,” said Jorge Lee, senior manager, marketing and public relations for the HKTB. “And we will do this together. This year, we’ll strengthen our relationship.”

Increase in Canadian arrivals

The relationship between Canada and Hong Kong is continuing to grow, with more than 320,000 Canadians visiting Hong Kong in 2024, representing a year-on-year growth rate of nearly 50 per cent, and slithering in to represent a third of the market visiting from North America overall.

“Canada is the only long-haul market to overachieve our arrival target, and this was possible only with strong support of our partners,” Lee said.

In an interview with PAX, Lee shared the tourism board’s 2025 strategy for Canadians.

“The Hong Kong Tourism Board will continue to promote pillars that resonate to Canadians: arts, culture, dining, events and the great outdoors,” he said.

This would build on their 2024 plan, which focused primarily on events.

The Kai Tak Stadium, built on the former northern tarmac of the old Kai Tak Airport, will also open in 2025.

This integrated sports and entertainment facility will accommodate up to 50,000 spectators and also includes a massive retail space (200 stores across 700,000 square feet).

As well, visitors can eat at an array of dining options in the 32,000 square foot Dining Cove, serving up local favourites and international gourmet foods, with stunning views of the Victoria Harbour.

“We value our trade partners, and they are an integral part of our strategy” continued Lee, citing the Hong Kong Wine and Dine Festival, which was offered as part of a travel package by GLP and Compass.

The Chinese New Year Parade was also included in Compass Holidays’ travel packages.

He thanked Air Canada for supporting the Hong Kong Wine & Dine Festival and their marketing initiatives, as well as Cathay Pacific for collaborating with them on their Bell Media Campaign, Arts in Hong Kong and business travel tactics.

He also thanked Korean Air and the Korean Tourism Organization for supporting their “Hong Kong Plus Korea” strategy, as well as welcoming their new air partner, Hong Kong Airlines, who recently resumed operations in Vancouver.

Cathay Pacific to expand service

While Lee said he couldn’t speak for the airlines, he told PAX that it is his understanding that there will be an increased capacity by Cathay Pacific in the spring.

 Ayesha Minty-Jacob, head of marketing and communications for Cathay Pacific, later confirmed that the airline is optimistic about continued growth in Canada.

“We are expecting quite a bit of growth, both out of our Vancouver and Toronto locations” she said. “Not only to Hong Kong but even to beyond. We are currently expanding to over 100 destinations by the end of 2025. The opportunity is really there for Canadians to really get out there and travel to different locations around the world.”

In addition, Minty-Jacob told PAX that they will be launching a Dallas location in April.

Lee addressed the consumer side of travel to Hong Kong as well, building on their big media buys in 2024.

“In the consumer front, we will continue to support Canadian media and communities to reach Canadians,” Lee said.

Currently, Hong Kong vignettes are airing on CP24, BNN Bloomberg, and CTV stations across Canada.

“Here’s our promise” said Lee. “In the coming years, Hong Kong will continue to evolve as a vibrant destination, blending its ‘East-meets-West’ identity with sustainable tourism and innovative experiences.”

“Iconic attractions like Victoria Harbour and new eco-tourism initiatives will ensure unforgettable journeys, reinforcing Hong Kong’s status as a premier global destination.”

Wisdom, intuition and transformation while offering personal growth and change opportunities: what the Year of the Snake represents in the Lunar Calendar Year, and in the goals of the Hong Kong Tourism Board for 2025.

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