Editorial | Deal with Art Basel will showcase best of Hong Kong on global stage
- Agreement aims to attract more high-end visitors to Hong Kong through promotions in Switzerland, United States and France
When it comes to promoting the city overseas, every little bit helps. The latest effort aims to leverage the success of a global brand, Art Basel, and encourage tourism by showcasing the unique culture and characteristics of Hong Kong on the global stage. Hopefully, this will result in high-end visitors spending more time in the city and at its attractions.
For the first time, tourism authorities have collaborated with Art Basel to provide visitors to the renowned fairs with a taste of Hong Kong under a three-year partnership agreement. That means promotions via the prestigious annual art event will not only be confined to the city when it is held here in March, but also those events staged in Basel, Miami and Paris in coming years.
Organisers say the deal will shine a global spotlight on our vibrant art scene and enhance the experience of visitors to Art Basel, while fostering deeper links between the city and art communities globally. The Tourism Board hopes it will also inspire more overseas travellers to come and discover the local creative community and share their rich cultural experiences.
Art Basel is a successful world brand, having branched out from the Swiss city in 2002 to Miami Beach and in 2013 to Hong Kong, its only Asian location. The fair soon cemented itself in the city’s mega events calendar and became a much-anticipated spectacle in the local art scene and beyond. The first show under the new deal will be Art Basel Paris, to be held at the French capital’s Grand Palais in October, shortly after the Summer Olympics.
Records show the existing four Art Basel fairs each attracted between 38,000 and 82,000 visitors annually, with the French version growing and expected to catch up after its debut in 2022. While the total attendance may not look substantial on a global scale, the platform gathers elites and high-end art lovers who also are prime targets for tourism promotions.
The showcase, involving an immersive experience for visitors to the four overseas and local exhibitions, can provide a dimension not witnessed at conventional tourism roadshows.
