HK looks to turn tobacco-free: Will it lose its shine as Asia’s top tourist destination?

Last week, the Hong Kong government launched a public consultation on new tobacco control strategies, in an effort to create a tobacco-free city.

The proposal focuses on areas including regulating tobacco supply, suppressing tobacco demand, a ban on promotion, reducing attractiveness, expanding non- smoking areas, amongst others. Suggested measures range from raising the tobacco tax to banning people born after a certain date from buying cigarettes.

Don't miss: HK health chief urges public to stare at smokers in non-designated areas

The government's move has drawn mixed reactions as media intelligence firm CARMA saw over 500 social media mentions regarding the public consultation over the past week, with only 7.2% positive and 22.7% negative sentiments.

A significant portion of the discussion centered around Hong Kong health chief Lo Chung Mau's "disapproving stare" approach, as Lo suggested citizens to stare at smokers in non-designated areas such as a restaurant, according to Charles Cheung, CARMA's HK GM.

Cheung said that on one hand, many individuals expressed strong support for the government's efforts to ban smoking in public places, citing the inconsiderate behaviour of some smokers who continue to smoke while walking in public areas. "They believe that raising tobacco taxes and introducing related measures would help reduce the impact of second-hand smoke on non-smokers and discourage the next generation from picking up the habit," Cheung said.

Meanwhile, some individuals argued that such measures could have negative consequences such as discouraging tourists who smoke from visiting Hong Kong and potentially driving smokers to purchase cigarettes on the black market. Cheung added that there were concerns that the proposed increase in tobacco tax to 75% would make illicit cigarettes more appealing to smokers.

Will this stop tourists from coming to HK?

Industry players MARKETING-INTERACTIVE spoke to also believed that some of the proposed measures may be too aggressive, despite the idea of striving towards a smoke-free city being commendable.

Peter Shiu, chairman of Liberal Party and lawmaker that represents the wholesale and retail sector, said there are around 20% of smokers globally, and the proposed measures sound impractical as they may stop tourists from visiting Hong Kong. He added:

The government needs to clarify whether the selling of cigarettes is prohibited, or whether people are allowed to smoke within Hong Kong. The latter may affect Hong Kong tourism negatively. This city is not a lone island, it relies on tourism as it is an international hub.

On the PR front, David Ko, managing director of RFI Asia, said although the name “Tobacco-free Hong Kong” is a catchy and aspirational slogan that conveys the government’s goal of protecting public health, it may also create some confusion or misunderstanding among overseas tourists who may think that smoking is completely banned or restricted in Hong Kong.

“This may dampen their interest or willingness to visit HK, especially if they are smokers or come from countries with more lenient tobacco control policies. Therefore, I think the government should also emphasise that […] there are still designated smoking areas and cessation services available for smokers who wish to quit or reduce their tobacco consumption,” he added.

Prioritising public health is key

While imposing further restrictions might conceivably impact overseas tourists who are interested in coming to Hong Kong, tilting towards prioritising public health over the commercial benefits should be the paramount consideration of the government.

Celine Cheung, account director of RSVP Communications, said to move Hong Kong towards the realisation of a tobacco-free city, it is firmly asserted that both education on the matter and stringent control over contraband cigarettes are of equal importance, just as reducing the exposure of tobacco products at retail points and imposing plain packaging requirements.

Agreeing with Cheung was Yvonne Ma, founder and managing director of Eighty20, who said the negative impacts of smoking on public health are well-documented, and the government has a responsibility to take action to reduce its prevalence, said Yvonne Ma, founder and managing director of Eighty20. She added:

In fact, by becoming a tobacco-free city, Hong Kong can attract health-conscious tourists who are looking for a destination that prioritises public health.

Back in 2021, the smoking prevalence of Hong Kong was 9.5%, which was equivalent to around 580,000 daily cigarette smokers, according to government figures. Henry Tong, chairman, Hong Kong Council on Smoking and Health said as a civilised city, it is essential for Hong Kong to improve its health image by reaching the smoking prevalence target of 7.8% in 2025.

“Developed regions in the world have established aggressive tobacco control measures, such as the banning of smoking within 10 meters around bus stops in Macau. Singapore has also implemented stricter measures than Hong Kong[…] I have not heard of any reluctance to visit Hong Kong from tourists who smoke,” he added.

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