Sea, Islands, Mountains & Seafood
Sai Kung Tourism Potential Study - Phase 2 Report
In their Phase 2 report of the SK Tourism Potential Study, the HK Polytechnic University, School of Hotel & Tourism Management team encapsulated the essence of Sai Kung in the acronym “SIMS” (Sea, Islands, Mountains & Seafood).
Based on the consultations and surveys undertaken in Phase I, the report suggests that SK’s branding and market positioning should be focused on the area’s natural resources. A niche market location, it is unrealistic to attract first time visitors to the area; facilities and marketing therefore should be concentrated on repeat visitors.
The study is based upon a stringent set of principles, which include:
- the requirement for any recommendations for development or services to be sustainable,
- the responsibility to protect SK’s natural and cultural resources and allow use of these resources in a responsible manner,
- the understanding that SK is not a mass market destination, that the key target for the study is international tourists not domestic visitors, and
- the need for the study to address the non-peak/seasonal periods, especially during weekdays
Focusing on practical and implementable recommendations, the Phase 2 Report refers to the many ideas and plans floated over the past 10-15 years for SK tourist attractions stating that “no matter how creative, grand or novel an idea” the success of the plan lies not in its contents, but its implementation.
The consultants’ recommendations were in 10 sections:
1. Branding & Theming
In order to provide visitors to Sai Kung with distinctive images, they recommend a number of projects that could “brand” the District. These include a competition for a distinctive logo and tag-line as well as a design competition to create a related icon (suggestions include the world’s biggest Tin Hau statue, dragon boat or seafood specimen). A signature snack (perhaps the Hakka “cha kwo” or sweet dumpling) involving Sai Kung’s own Four Seas Mercantile Holdings Ltd. is another suggestion.
2. Planning & Development
Suggesting a “Hub & Spoke” approach to planning, the consultants recommend that a cluster of attractions be created around Sai Kung Town for the convenience of mass tourists whilst, at the same time taking the pressure off the more pristine areas and resources in the rest of Sai Kung.
3. Nature-Oriented Attractions
A community initiative for residents and businesses to “green” their own premises with plants and flower boxes, the construction of a boardwalk to Yeung Chau Island which would become a nature park for all to enjoy, and improving the beach at Sai Sha are proposed. These initiatives are suggested in order to “bring nature to the people” – enabling easier access to the natural resources of the district without requiring a special trip out to environmentally sensitive areas.
4. Sightseeing Attractions
To provide visitors with a bird’s eye view of Sai Kung town, islands and mountains the consultants recommend a “Sai Kung Lookout” (with tourist outlets) at Shan Liu, initially accessed via shuttle bus service and later by means of a covered chair-lift from Sai Kung.
Other recommendations include a roof-top viewing deck on the Jockey Club Car Park, permitting the popular fish-hawking (currently not officially allowed) along the waterfront, development of islands for tourism purposes and organizing and controlling “kaito” services over to the islands.
5. Tourist Services
To enhance tourism services, the consultants suggest enhancement of the Jockey Club Public Car Park Site (viewing deck, exhibitions, aquariums, etc.), a Tourist Information Centre, a “Tourism Ambassador Program” for residents and school children to provide guided tours and information centre support, walking and coach tours, and overall improvement of service standards (from customer service to cleaner washrooms).
6. Specialized Accommodation
To support tourism, accommodation is obviously required, ranging from up-market boutique hotels (with operators such as the Banyan Tree) to specialty (eg. a “house boat hotel”) to bed & breakfast accommodation.
7. SK Town Enhancement
An open air theatre, street performance locations, murals on buildings, artists-in-residence programs, and overall “beautification” of Sai Kung town are included in the general recommendations for enhancement of the town.
8. Hebe Haven (Pak Sha Wan)
Nautical themed dining and a lighthouse and hotel at Pak Sha Wan, Sha Tsui and/or Kiu Tsui are suggestions for this area.
9. Other Facilities
Additional facilities include a children’s play centre, a cultural/community centre in a former school, and a dog park.
10. Destination Management Organization (DMO)
The final recommendation was perhaps one of the most important – that dealing with implementation and the future. In order to plan and implement such broad-ranging recommendations, Sai Kung District requires a DMO. This would function as a community “tourism bureau”, not only implementing the tourism plan and marketing Sai Kung tourism (as a whole) but also ensuring that all stakeholders participate in the broad principles of sustainable tourism development.
Further Reading:
Report on the Phase 1 of the SK Tourism Potential Study