Initiative unlocks tourism potential of GBA

A group of researchers has proposed pooling tourism resources across the Guangdong-Hong Kong-Macao Greater Bay Area to create a globally competitive destination.

The initiative, outlined in a study published on Wednesday by the Hong Kong Polytechnic University's School of Hotel and Tourism Management, aims to boost infrastructure investment, preserve historical heritage and drive integrated regional development.

Titled "Developing a Tourism Cluster in the Greater Bay Area: A Dual Branding Perspective", the report recommends that Hong Kong, Macao and the nine Guangdong cities in the GBA adopt a collective branding strategy to build a cross-border tourism cluster known for seamless connectivity and diverse attractions.

The study calls for an inter-regional task force to coordinate branding and marketing while preserving each city's unique identity.

"The primary aim of this research is to unlock the Greater Bay Area's tourism potential by showcasing individual cities' strengths under a unified cluster brand while fostering regional collaboration," the report stated.

Under the proposed model, tourism offerings could be combined to cater to different interests. Heritage trails, for example, could feature Hong Kong's Clock Tower in Tsim Sha Tsui and Jiangmen's diaolou, multi-story defensive village houses. Nature-focused itineraries could include Zhaoqing's karst landscapes and Huizhou's coastline, while family-friendly packages could link Hong Kong Disneyland Resort and Ocean Park with Zhuhai's Chimelong Ocean Kingdom.

The study also suggests leveraging social media to attract younger travelers and partnering with airlines, travel agencies and hospitality providers to offer discounted, flexible travel plans.

The recommendations are based on field research conducted by a team from PolyU, the University of Macau and the Sun Yat-sen University in Guangzhou, which assessed tourism resources and infrastructure across all 11 Greater Bay Area cities.

Researchers analyzed 200,000 social media reviews from platforms such as Weibo and Trip.com and interviewed 182 residents, officials and business owners. Their findings revealed strong tourism assets but a lack of coordinated branding efforts.

The study, supported by the Hong Kong government's Public Policy Research Funding Scheme, aligns with Hong Kong's push for a mega-event economy. A successful GBA tourism cluster could attract major international events, conferences and exhibitions, it said.

Lead researcher Hung Kam, a professor at PolyU's School of Hotel and Tourism Management, said the initiative would allow the region to maximize its collective strengths, spur innovation and create sustainable growth opportunities.

"This study advances academic research on destination branding, particularly for tourism clusters, and offers valuable insights for other regions exploring similar strategies," she said.

The study follows a pro-tourism guideline issued on Tuesday by the Guangdong government, which aims to transform the province into a premier travel destination as part of a broader push to stimulate consumption and economic growth.

The plan highlights the creation of curated tourism itineraries, capitalizing on the GBA's iconic skyscrapers and major infrastructure projects such as the Hong Kong-Zhuhai-Macao Bridge and the cross-sea Shenzhen-Zhongshan Link.