China’s Greater Bay Area Sets Bold Plans in Motion, To Become a World-Class Tourism Powerhouse, With Unified Branding and Regional Integration

China’s Greater Bay Area aims to become a global tourism hub with a new strategy focused on unified branding, regional collaboration, and diverse travel experiences.

Tourism as a Growth Engine for the Greater Bay Area Gains Strategic Momentum Through New Policy Study

Tourism has been identified as a critical pillar in the Greater Bay Area’s (GBA) vision to become a world-renowned travel destination. In support of this goal, the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU) has released a major policy research study exploring how the GBA can establish itself as a unified tourism cluster through dual branding strategies. The study was funded by the HKSAR Government’s Public Policy Research Funding Scheme.

Led by Professor Kam Hung, the research team includes renowned academics: Professor Tony Tse of PolyU, Professor Rob Law of the University of Macau, and Professor Shina Li from Sun Yat-sen University. Together, they conducted a wide-ranging analysis of tourism assets across the GBA’s 11 cities, using both qualitative and data-driven methodologies.

A Deep Dive Into GBA Tourism Potential

To assess the region’s tourism landscape, the team undertook field visits to all GBA cities, evaluating attraction quality, visitor services, and tourist interactions. Additionally, they analyzed over 200,000 user reviews from online platforms to understand traveler sentiment. To gain on-the-ground perspectives, 182 interviews were conducted with local residents, officials, and business owners in the tourism and cultural sectors.

Their findings revealed that while the GBA boasts economic dynamism, strategic location, and cultural wealth, most cities are developing their own tourism brands in isolation. This fragmented approach has left the region without a clearly defined collective identity in the global tourism arena.

Building a Unified Tourism Identity

The study proposes a dual-branding framework that allows individual cities to retain their unique cultural identities while aligning under a cohesive regional brand. This approach would differentiate the GBA from other global destinations by showcasing its diversity through themed experiences.

Examples include:

• Heritage Trails linking sites like Hong Kong’s Clock Tower and Jiangmen’s Diaolou towers
• Nature Escapes featuring Zhaoqing’s karst mountains and Huizhou’s coastal scenery
• Family Adventures at attractions like Hong Kong Disneyland and Chimelong Ocean Kingdom

Strategic Actions for a Competitive Edge

The team also recommended creating a dedicated regional branding unit to coordinate efforts across the GBA. A combination of digital and offline marketing strategies was proposed, including:

• Social media campaigns and influencer partnerships targeting younger travelers
• Multi-city travel packages with discounts, co-promoted by airlines and local agencies
• Rotating cultural festivals and events hosted in different GBA cities

These strategies are designed to strengthen the perception of the GBA as a seamless and versatile travel experience.

Broader Impact on the GBA’s Future

The benefits of integrated tourism branding in the GBA extend beyond just the travel industry. The study outlines several key areas of impact:

1. Enhancing Tourism Competitiveness
   By highlighting the blend of urban sophistication, nature, and heritage, the GBA can attract experience-driven travelers and establish itself as a distinct global destination.
2. Driving Economic Growth
   Stronger branding is expected to boost tourist arrivals and stimulate investment in hospitality infrastructure—hotels, resorts, transit systems—leading to increased job creation and revenue.
3. Strengthening Regional Integration
   Joint branding efforts will promote collaboration across cities, enabling unified marketing and the development of interconnected transportation and tourism services.
4. Supporting Sustainability
   A regional approach also encourages conservation of natural and cultural resources, ensuring that tourism development aligns with long-term environmental and heritage preservation.
5. Boosting Global Visibility
   With coordinated efforts, the GBA has the potential to attract global events and raise its international profile, becoming a model for tourism-driven regional development.

Looking Ahead

This study offers a clear roadmap for how the Greater Bay Area can leverage its diverse strengths to create a compelling and competitive tourism cluster. With strategic branding, collaborative governance, and innovative marketing, the GBA has a unique opportunity to redefine regional tourism in China—and inspire similar transformations worldwide.