A recent survey has shed positive light on Hong Kong’s efforts to lure more tourists and the high levels of public awareness and engagement generated by mega events. Large-scale attractions are seen as an important plank in the drive to attract overseas visitors willing to spend big in the local economy.

March 2025 was designated a ‘Super’ month by the Hong Kong Tourism Board (HKTB) in an initiative designed to boost the city’s allure. The ‘Super March’ campaign crystallised and capitalised upon a series of major events with international pulling power that were happening that month, including the opening of Kai Tak Sports Park, the Hong Kong Sevens rugby tournament, Art Basel Hong Kong, Art Central and pop culture festival ComplexCon.

A variety of methods, from websites and social media to online and outdoor advertising, were used to draw tourists into Hong Kong to experience these cultural and sporting highlights and visit new landmarks. A dedicated webpage was set up to promote the campaign, and the HKTB partnered with 40 key opinion leaders and celebrities, who shared first-hand enjoyment of the events on their social-media platforms, resulting in a reported audience reach of more than 10 million followers.

Super March was the first showcase of seasonal themes involving the strategic bundling of mega events and experiences that define Hong Kong – the likes of gastronomy, arts and culture, festivals, horse racing and sports, nature and outdoor activities, and the giant pandas – for promotions in visitor source markets. It was implemented “so that visitors and travel trade partners [could] have ample time to make travel or sales plans,” stated a HKTB spokesperson.

Surveying Sentiment

Following Super March, a survey conducted by leading data-driven insights provider MDRi offered a comprehensive understanding of how these events were perceived and experienced by the local community. It focused on key indicators including event awareness, event participants and profiling, likelihood to recommend, and areas of improvement. The effectiveness of brand sponsorship, and sentiment on the Hong Kong economy, the future, and future event preferences were also analysed. The report was based on a “robust” survey sample size of 1,000 respondents from the general public.

Notable among the survey findings was the invigorating impact of the Super March events on the Hong Kong economy. “A significant 72% of respondents expressed agreement that these events would have a positive effect on the local economy,” says Simon Tye, CEO of MDRi. “This finding underscores the optimism and recognition among the public regarding the economic benefits that these March events can potentially bring to Hong Kong.”

Sucking in Tourists

Driven by this series of mega events, Hong Kong successfully attracted large numbers of visitors in March. The total of 3.8 million – including more than a million non-mainland visitors – represented a year-on-year increase of 12%, according to HKTB figures.

“Inbound visitors accounted for more than 50%, 40% and 25% respectively for major events such as Art Basel Hong Kong, Hong Kong Sevens and Art Central,” noted the HKTB. “Participants of ComplexCon also grew by 16% compared to last year, with a total sales of HK$87 million in the event.”

The general economy and the hotel sector also received a boost. “In terms of economic activities, various sectors reported an extra revenue of 15-30% in March. According to the hotel industry, the occupancy rate of hotels in peak districts [was] close to 90%.”

Sevens the Star

The standout performer among the month’s mega events was the Hong Kong Sevens, reaching an “impressive” 89% awareness among the Hong Kong population, according to the Super March feedback. About 90% of attendees rated their experience positively and expressed strong interest in future participation. Additionally, 89% knew that Cathay and HSBC sponsored the event.

In another boon for this year’s Hong Kong Sevens, it became the first major event held at Kai Tak Stadium, the new, state-of-the-art sports and entertainment facility designed by Populous, a global architectural firm specialising in arenas. “With a storied history dating back to 1976, this iconic event has woven itself into the collective memory of Hong Kong locals,” says Tye, noting that the new venue and facilities contributed positively to the event’s overall evaluation.

Statement Stadium

Richard Breslin, Senior Principal of Populous and the project’s lead architect, says Hong Kong is putting itself on the world stage as a major centre of sport, art and entertainment tourism. “Seeing the 50,000-seat Kai Tak Stadium packed full of fans from all over the world during the three days of the Rugby Sevens is a real statement from Hong Kong to Asia and the rest of the world that the city is as vibrant and busy as ever,” he enthuses.

“Kai Tak Sports Park is one of the world’s most integrated sports and entertainment precincts. It’s a city-shaping asset and having the Hong Kong Sevens here brought the event to the city and the city to the world.”

Not All Right on the Night

The draw of Kai Tak Stadium is highlighted by the fact that tickets placed on general sale for next month’s Hong Kong Football Festival were snapped up within hours. Numerous sell-out performances, including by British group Coldplay and Cantopop star Nicholas Tse, also attest to the new venue’s magnetic appeal. 

However, more than 200 complaints were lodged with the city’s consumer watchdog after the Coldplay concert, mainly concerning obstructed views. Similar complaints followed Tse’s show. Tye says such incidents raise valid issues about seating arrangements.

Another teething problem concerned parking at the stadium. Amrit Sethi, Director of local travel agency Excella Travel, helped facilitate the itinerary of a group of visitors from Mongolia who were “super excited” to be in Hong Kong for Coldplay. “I wove in some other fun activities such as horse racing, city sightseeing and an optional visit to a theme park,” she says. “Some were diehard fans, who even got tattoos done prior to flying over.”

Sethi states that the group had difficulty returning to their coach after the concert, as the vehicle had been unable to park in the intended area close to the stadium. “They finally did find the driver with real-time location share, but they had to walk quite a distance away.”

Art of Drawing Crowds

Amid all the plus points of its findings, the MDRi survey did uncover what might be considered a weakness in marketing Hong Kong mega events to the home crowd. Other than the Hong Kong Sevens, less than half of the sample population were aware of the Super March attractions – only 40% of respondents knew about Art Basel, while just 26% and 21% were cognisant of Art Central and ComplexCon respectively. However, in all cases the overwhelming number of attendees viewed their experience positively.

Tye attributes the lower awareness to the nature of these events, which are primarily focused on art, culture and niche interests and thus may appeal to a smaller segment of the public. He says the success of Art Basel reinforces Hong Kong’s global reputation as a major art centre alongside New York, London and Paris. Interestingly, a profile of event attendees revealed that Art Basel participants had the highest liquid assets (a total of HK$2.74 million).

Regarding areas of improvement for Art Basel, Tye points to a suggestion by respondents that pre-events should be hosted to introduce the art on show. This might “help build anticipation, generate interest and provide insights into the uniqueness and attractions of the artworks”, he says.

He believes Art Central serves as a valuable complement to Art Basel by offering a high-exposure platform for emerging artists from the local and Asian art scenes. As for ComplexCon, he suggests its ability to resonate with a younger generation speaks to its relevance in contemporary pop culture and consumer trends.

The Big Picture

Ultimately, the successful experiences of Super March not only reveal long-term implications for the arts, culture, sports and entertainment sectors but also reflect a vibrant cultural identity within the city. “This success could potentially attract more diverse events, promote local talent and stimulate creative industries, which may have lasting positive effects on Hong Kong’s cultural landscape,” says Tye.

While Super March focused on mega sporting, art and cultural events, the HKTB is looking to cast the net wider in the future. The travel body suggests that staging international events like conventions and exhibitions can strengthen Hong Kong’s status and influence in different areas, such as financial and medical services, logistics, science and technology.