From exotic Orient to city with heritage: heritagisation in the tourism history of Hong Kong

Abstract

ABSTRACT This article provides an historical analysis of the Hong Kong Tourist Association's (HKTA) marketing strategy, focusing on the post-World War II period. It explores how, from the 1980s, HKTA promoted heritage tours in an effort to extend tourist stays, changing perceptions of Hong Kong as a tourist destination in the process. Initially, Hong Kong relied heavily on its portrayal as an exotic Oriental site to appeal to Western tourists. From the 1950s to the 1970s, HKTA shifted its strategy, combining a broad Oriental appeal with more a specific emphasis on Chinese culture. Architecture, customs, handicrafts, and folk traditions were highlighted. This approach succeeded in enticing foreign tourists to experience ancient Chinese culture in a safe and comfortable environment during the Cold War. From the 1970s onwards, Hong Kong tourism undertook a growing emphasis on heritage preservation. During the 1980s and 1990s, the preservation of cultural heritage by HKTA, the Colonial Government, and the business sector contributed to Hong Kong's successful rebranding as an ideal tourist destination. The article argues that tourism development in post-war, pre-handover Hong Kong not only influenced the discourse and evolution of cultural heritage but also reciprocally influenced the heritagisation of Hong Kong.