A Hong Kong travel agency is adopting a novel tactic to keep ahead of the competition, with the launch of what it has said is the first “blind box” tour in Asia, where participants are kept in the dark of the destination until mid-flight.

The five-day tour to an undisclosed destination will take place from September 20 to August 24. It is organised by travel agency CLS Holiday in partnership with Malaysian budget carrier AirAsia.

“Hosting themed tours might mean [an agency] does not have as broad a business base but if you target the niche well, the conversion rate [of turning prospective customers into paying customers] could be higher than a typical four-day trip to Tokyo,” the founder of CLS Holiday Frankie Chow said.

The tour costs HK$4,888 (US$627) and covers airfare with a 20kg (44lbs) baggage allowance, accommodation, meals, and local transport.

Chow said he had initially planned for 20 spots for the tour, which have now been filled since it was announced on Monday, with some influencers and a celebrity performer joining the group.

He added that the firm was looking into expanding the tour for the dozen or so people on the waiting list.

While no hints of the destination would be given, some tips would be given to the travellers ahead of time to help them prepare for the activities, Chow said.

“I am confident that people will be happy with the destination. It’s our first, so we want to be safe,” Chow said, only revealing that it would not be Kuala Lumpur.

“Those who are joining should have a sense of fearlessness. If you’re more of a shy traveller, this might not be for you,” he added.

Chow said his agency took a different approach to traditional tours where itineraries were more relaxed with free time, as opposed to a packed schedule, which have appealed to younger customers.

He said that the business of outbound travel had been doing well since borders reopened after the pandemic, and organising themed tours could be a way out for boutique travel agencies among keen competition.

“Some might organise more academic tours, while others focus on nature-related, hiking tours. More traditional ones might emphasise a luxurious accommodation and dining experience, or with a selling point of being a budget tour,” he said.

“Some customers really do not like tour groups. Later on we might try some blind box packages where people could travel on their own,” he added.

Travel Industry Council executive director Fanny Yeung Shuk-fan said the concept of blind box travelling was a “new gimmick” and niche in Hong Kong.

“How this type of tour would develop will depend on the experience of the travellers, and whether it can deliver a quality and interesting trip,” Yeung said.

She pointed out that themed tours with special interests had been popular in Hong Kong given the mature outbound travel market in the city, and that seasoned travellers were looking for novel experiences.

“These are also higher-end experiences as the interests might have special requirements, such as diving or biking,” Yeung said.

She added that despite the rise of newer types of travel experiences, traditional tour groups remain the backbone of the sector as elderly or student travellers prefer an element of certainty in their travels.