6 key takeaways for the HK marketing scene from Policy Address 2025

Hong Kong chief executive John Lee delivered his third Policy Address today (17 September) at the LegCo, focusing on developing the economy and improving people's living standards.

Titled “Deepening reforms for our people, leveraging our strengths for a brighter future” (深化改革心繫民生，發揮優勢同創未來), the report's cover will again be green, symbolising vitality and sustainability. It also represents that the policies of the Hong Kong government and the city's prosperity will continue to move forward year after year toward a better tomorrow.

During his speech, Lee said the government will enhance Hong Kong's role as a global platform by leveraging strengths in finance, trading, and professional services to create more jobs and boost incomes. 

“We will also develop education, technology and talent in an integrated manner, and press ahead with the integrated development of culture, sports and tourism, enabling the people of Hong Kong to live in a community with a thriving economy and vibrant culture,” he added. 

To prepare the Policy Address, Lee held more than 40 consultation meetings and visited communities to engage with citizens and listen to their opinions on the proposals. The government has received over 10,100 submissions from various channels.

Furthermore, the video teaser of the 2025 Policy Address also features "AI John Lee, a digital twin of Lee for the first time. Within the video, Lee said this year's tie and scarf designs are inspired by Hong Kong's three major bridges: the Hong Kong-Zhuhai-Macao Bridge, symbolising a closer connection between the Guangdong-Hong Kong-Macao Greater Bay Area; the Tsing Ma Bridge, symbolising global connectivity and an international perspective; and the Ting Kau Bridge, representing deep integration and harmonious development.

In response, various chambers and brands expressed their support for the Policy Address. Among them, Peter Lam, chairman of the Hong Kong Tourism Board (HKTB), welcomed the measures aimed at supporting the tourism industry outlined in the address.

“The Policy Address fully embraces the concept of 'tourism is everywhere’. The measures will be beneficial in effectively exploring visitor sources, further strengthening Hong Kong as a Muslim-friendly tourism destination, developing yacht tourism, and deepening the city’s hospitality culture. This sets out a clear direction for the future growth of Hong Kong’s tourism industry," said Lam.

"HKTB will fully support these initiatives to further enhance the competitiveness of Hong Kong’s tourism industry and encourage visitors to extend their stay and return for future visits, thereby maximising the contribution of the tourism industry to the economy," he added.

Below, MARKETING-INTERACTIVE lays out some of the key takeaways from the Policy Address 2025 that businesses and marketers in Hong Kong should focus on.

1. Establishment of up an internal AI efficacy enhancement team

To strengthen governance, the government will set up the AI efficacy enhancement team (AI效能提升組) to drive technological reform, coordinating and steering government departments in the effective use of AI technology and in the re-engineering of outdated workflows. 

The team will be led by the deputy chief secretary for administration, with the secretary for innovation, technology and industry as deputy leader and the commissioner for digital policy as secretary general. A private sector representative will also be invited as another deputy leader to provide new perspectives and market experience.

The team will coordinate and guide government departments in effectively applying AI technology to their work, explore process re-engineering to keep pace with the times, and promote technological reform in these departments to improve efficiency. It will examine with government departments their need for reform, with priority given to departments with greater interface with the public. Departments may also initiate requests to the team for prioritised assistance in enhancing their efficiency.

The government will also promote the development of AI+ with a strong emphasis on safety risk prevention, and implement AI government services and facilitate the wide-scale application and development of AI across different sectors in society to boost overall efficiency. 

2. Promotion of AI and data science industry develop

The government will step up the promotion of AI as a core industry for Hong Kong's development, guided by the strategy of "strengthening infrastructure and promoting the application-oriented approach" (加強基建，推動應用導向).

It will promote the development of AI+ and facilitate an extensive and deep integration of AI across sectors, with a view to achieving "industries for AI" and "AI for industries" (AI產業化、產業AI化), while placing strong emphasis on safety risk prevention.

The government has bolstered its efforts to nurture local talent and attract overseas and mainland AI professionals. Relevant measures include setting up the AIR@InnoHK research cluster that pooled over a thousand experts. Combined with nearly a thousand AI companies that have gathered in our I&T parks, this helps enhance ITS AI research and development (R&D) capabilities and lay the foundations for wide-ranging AI applications.

The government earlier announced the launch of the HK$3 billion frontier technology research support scheme (前沿科技研究支援計劃). It will help fund universities attract international top-notch scientific researchers in AI and other fields to Hong Kong to spearhead basic research in frontier technologies. The scheme will invite applications soon.

Meanwhile, the government has earmarked HK$1 billion for the establishment of the Hong Kong AI Research and Development Institute (港人工智能研發院) in 2026, to facilitate upstream AI R&D, the midstream and downstream R&D outcome, and the expansion of use cases.

3. Creation of preferential policy packages for enterprises and talent

The government views industries as vital for economic development and will use market forces through measures such as flexible land grants, tax concessions, capital subsidies, and talent development to drive growth.

The financial secretary will lead the relevant policy bureaux, departments, and public organisations in formulating packages of preferential policies including land grants, land premiums, financial subsidies, and tax incentives, to attract high value-added industries and high-potential enterprises to set up in Hong Kong, thereby promoting high-quality development. The Office for Attracting Strategic Enterprises and Invest Hong Kong (InvestHK) can use the policy packages flexibly during negotiations with enterprises on settlement details, then report to the Financial Secretary for approval. 

The government will also explore the establishment of a more flexible mechanism, including allowing the chief executive and the financial secretary to introduce tax incentives that comply with international standards.

For example, the government will attract more top-notch international and mainland pharmaceutical companies to set up operations in Hong Kong. It will proactively enhance the efficiency of patient recruitment and trial initiation. Concurrently, it will prepare to set up the International Clinical Trial Academy for nurturing clinical trial professionals in the GBA and host international summits and forums.

In terms of attracting talent, Hong Kong's global ranking is steadily rising, climbing 12 places in two years to fourth globally and first in the Asia-Pacific region. The government will launch the Innovation and Technology Talents Exchange Scheme (產學創科人才交流計劃), encouraging university professors to engage in corporate R&D to better understand industry needs. Senior management from technology enterprises and experts will also be invited to teach and develop curricula, enhancing collaboration among industry, academia, and research sectors.

4. Development of HK as a platform for overseas expansion

Following last year’s Policy Address to develop Hong Kong as a high value-added supply-chain service centre (高增值供應鏈服務中心), the government will create a one-stop platform using Hong Kong's overseas offices, including those under InvestHK and the HKTDC, along with offices in the mainland. It will also establish the task force on supporting mainland enterprises in going global (內地企業出海專班) to encourage mainland enterprises to expand their businesses overseas through Hong Kong."

The secretary for commerce and economic development will lead the GoGlobal Task Force and coordinate efforts among various agencies to develop proposals for enterprises aiming to expand internationally. The government will enhance Hong Kong's exhibition industry to position it as a prime platform for Mainland brands to "go global" (走出去) and for “bringing in” (引進來) global brands. It will also support the trade in organising more events that promote brand development.

At the same time, the government will assist the local media to expand their network beyond Hong Kong, telling the good stories of Hong Kong.

To deepen international exchanges and co-operation, the government will actively invite the Asian Infrastructure Investment Bank to set up an office in Hong Kong. The Hong Kong Exchanges and Clearing Limited (HKEX) will also deepen co-operation with Southeast Asian exchanges, attracting Southeast Asian issuers to seek secondary listings in Hong Kong and encouraging asset management companies to issue products in their local markets, thereby spurring asset allocation in our market.

The government will also invite members of the Silk Road Maritime Association (香港海運週) to hold a summit during Hong Kong Maritime Week next year, promoting its participation in the Belt & Road shipping brand.

5. Promotion of the integrated development of culture, sports and tourism

The Culture, Sports and Tourism Bureau (CSTB) published the Blueprint for Arts and Culture and Creative Industries Development (文藝創意產業發展藍圖) last year, outlining clear directions for enhancing Hong Kong's role as the east-meets-west centre for international cultural exchange.

The government will develop a premium arts trading hub and promote diverse growth in the West Kowloon Cultural District (WKCD) and local cultural industries. This includes creating an arts ecosystem at Airport City, featuring studios, galleries, and dealers, supported by large-scale storage and facilities. Additionally, it will enhance the international arts trading platform by deepening collaboration with Art Basel, solidifying Hong Kong's position as the region's exclusive host city.

Meanwhile, the WKCD will advance the arts trading ecosystem by discussing leasing strategies with the developer of Artist Square Towers to attract galleries, insurance companies, and family offices by 2026-27. It will also establish an international collaboration network for arts conservation and provide professional training and internship opportunities. Tour exhibitions overseas and in the mainland will also be launched to showcase exhibitions and collections of M+ and Hong Kong Palace Museum.

In terms of fostering the development of local cultural and creative industries, the government has announced enhancements to the positioning of various performance venues with the opening of the Kai Tak Sports Park (KTSP). The Hong Kong Coliseum will focus on concerts, the East Kowloon Cultural Centre will promote long-running performances and arts technology, and the Sha Tin Town Hall Auditorium will prominently feature Cantonese opera."

Additionally, the government will introduce market-based business models into designated Leisure and Cultural Services Department (LCSD) facilities to provide more diverse value-added activities. These include leasing out museums on their closing days for commercial or private use, opening up more venues for hire, introducing paid guided tours for visitor groups, and developing more cultural and creative products to enhance visitor experience and operational efficacy.

• Developing yacht and cruise tourism

With 1 180 kilometres of shoreline and 263 islands, Hong Kong is well-positioned to become a yacht hub in Asia. The government will enhance amenities for the yacht industry and promote prime yacht tourism by providing around 600 additional yacht berths at the ex-Lamma Quarry, the Aberdeen Typhoon Shelter expansion, and the Hung Hom Station waterfront projects.

It will also promote the development of the yacht bay at the Airport City, providing more than 500 additional berths, including berths that can accommodate superyachts over 80 metres in length.

When it come to developing of mega events, the government  will attract visitors to extend their stay in Hong Kong and revisit again by interweaving an array of cultural festivals, tourism projects and mega events, promoting the development of "mega events + tourism".

Hong Kong Disneyland will upgrade its facilities upon its 20th anniversary this year. The government will also continue to lead Ocean Park's collaboration with the Hong Kong Tourism Board (HKTB) in rolling out more themed events and products to sustain the craze for giant pandas. With next year being the Year of the Horse, the HKJC will organise celebrations and performances under the theme of horse to promote horse-racing tourism. 

Meanwhile, Hong Kong's cruise tourism continues to thrive, with an anticipated increase of about 20% this year in the number of ship calls to Hong Kong compared with last year. Following an ongoing review of the terms and conditions of the tenancy agreement to boost the appeal and competitiveness of the terminal, the CSTB will begin a tender exercise for the operator of the Kai Tak Cruise Terminal by the end of this year.

• Developing "ecology + tourism"

The government will launch the "four peaks" tourism project proposed by the working group on developing tourist hotspots and improve facilities in country parks. In addition, it will construct new facilities such as a tree-top adventure, an open museum of historical relics, and novel campsites. It will also explore suitable means to connect rural attractions such as traditional villages and fields, ancestral halls and study halls, as well as folk activities , enriching visitors' experience of rural eco-tours through strolling and cycling.

• Promoting local thematic immersive tours

The government will develop a variety of new tourist attractions, such as promoting the red tourism route of "Chinese cultural celebrities Rescue"; creating thematic floral gardens in the 18 districts; and promoting various immersive tour projects, including Hong Kong's industrial brand tourism, Old Town Central, Kowloon City, Victoria Park Bazaar and the opening of the former Yau Ma Tei Police Station for public visits. We will also open up the frontier closed areas at Mai Po and Starling Inlet for visitors.

194. The HKTB will stage an enhanced version of the Hong Kong Wine & Dine Festival to step up worldwide promotion of Hong Kong's bar and restaurant offerings, positioning the city as an international culinary hub. We will aestheticise Lan Kwai Fong and the surrounding streetscape in phases to foster "community-making". The HAD will also refine application guidelines to facilitate the operation of home-stay lodgings and holiday camps in rural areas. In addition, the DEVB will facilitate the conversion of village houses into home-stay lodgings or community eateries.

• Establishing HK as the most sought-after destination for premium, Middle East and ASEAN travellers 

The government will offer tailor-made luxury tours for high-spending visitors, and work with the industry to offer sophisticated itinerary planning, concierge services, and premium experience.

To further promote Muslim tourism, the government will strengthen our strategy of "accreditation, education, and promotion", encouraging the industry to provide more Muslim-friendly facilities and food options. The HKTB will launch a funding scheme, beginning today through the end of next year, by providing a half-rate certification fee subsidy, capped at HK$5,000, for restaurants that have acquired Halal certification.

• Enhancing immigration experience

To enhance visitors' immigration experience, the government will implement a "collaborative inspection and joint clearance" mode at the new Huanggang Port and the Sha Tau Kok Port under redevelopment, relax the eligibility criteria for frequent visitors wishing to use the e-Channel service, and establish Hong Kong's first "contactless clearance" (無感通關) pilot checkpoint at the Hong Kong-Zhuhai-Macao Bridge Hong Kong Port, which enables immigration clearance via facial recognition technology.

Meanwhile, the government will implement a new "outstanding services award scheme" (傑出服務獎勵計劃), covering various tourism service industries, to commend merchants and industry practitioners for their outstanding products and services, and promote the hospitable culture through mass media.

6. Establishment of a regional intellectual property trading centre

The government believes that Intellectual property (IP) is a legally protected intangible asset and the cornerstone of encouraging I&T development and creativity. Upon the official operation of the Hong Kong Technology and Innovation Support Centre, by the end of this year, the government will support the centre in providing local small and medium I&T enterprises with patent evaluation based on national standards, and launch a two-year pilot programme to subsidise.

The government and the HKTDC will promote IP financing at the Business of IP Asia Forum 2025 (亞洲知識產權營商論壇). The IPD will also nominate local enterprises to compete for the China Patent Award (中國專利獎) jointly organised by the China National Intellectual Property Administration and the World Intellectual Property Organisation.

While the Cultural and Creative Industries Development Agency (CCIDA) proactively assists Hong Kong cultural and creative designers in producing more cultural products featuring Chinese and Hong Kong elements and in incubating local cultural IP, it will continue to enhance the Asia IP exchange portal to strengthen support for local original works entering the mainland and international markets.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

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