Village Tourism in Hong Kong: A Training, Incubation and Innovation Programme

Programme Partners

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Background

The concept of sustainable tourism is moving beyond “doing less harm” toward regenerative approaches that generate positive outcomes for local economies, cultural continuity and ecological stewardship. Visitor demand is shifting in parallel. Travellers are increasingly seeking authentic, place-based, experience-led journeys connecting them with nature, local culture, food, crafts and community life. This shift in visitor demand has also been matched by a growing policy interest in village tourism as a tool for local development and rural revitalisation:

  • In the Chinese Mainland, the Strategic Plan for Rural Revitalization positions village tourism within a broader strategy to revitalise rural areas
  • The HKSAR government also announced a HK$200 million Northern Metropolis Urban-Rural Integration Fund Pilot Scheme under the “Tourism is Everywhere” campaign, encouraging NGOs to develop tourism projects that enhance the economic vitality of rural villages

In 2026, the Centre for Civil Society and Governance at HKU initiated “Village Tourism in Hong Kong: A Training, Incubation and Innovation Programme” in collaboration with Airbnb China. The Programme has been developed as a dedicated vehicle to nurture village tourism talent and to advance the development of a more resilient, coordinated and sustainable village tourism ecosystem in Hong Kong. It seeks to equip participants with competencies in rural entrepreneurship, community-based hospitality, storytelling, business modelling, and social impact innovation. The incubation pathway comprises three Masterclasses, two Immersive Workshops, and a Village Tourism Case Challenge.

Objectives

Volunteers painting a village wall mural of a tree and a cow

Nurture talent

with competencies in rural entrepreneurship, community-based hospitality, storytelling, business model, and impact innovation

Entrance gate of a rural village, with murals along the walls

Translate assets

into market-ready tourism through co-development and testing of place-based concepts with communities, NGOs and industry partners

Villagers and visitors gathered with dogs in a village courtyard

Catalyse the ecosystem

by connecting communities, academia, platforms, business and industry stakeholders

Incubation Pathway

Stage 1

Masterclasses

Nov 2026 – Jan 2027

A panel discussion with speakers seated on stage

The Masterclasses will engage rural asset experts to introduce key concepts, tourism planning considerations and practical tools, and will be complemented by cross-disciplinary dialogues that bring together practitioners from complementary fields to unlock fresh perspectives on village tourism.

Priority will be given to applicants who are committed to join all the Masterclasses, Immersive Workshops, and the Village Tourism Case Challenge.

Stage 2

Field-based Immersive Workshops

Feb – Mar 2027

Students watching a village cooking demonstration

Following the Masterclasses, the Immersive Workshops will enable participants to assess village contexts, community aspirations, operational constraints and environmental sensitivities first-hand, through site visits and fieldwork activities.

Immersive Workshops sign-up eligibility: Only participants who have attended at least 2 Masterclasses will be eligible to sign up for the Immersive Workshops. Participants are required to attend both workshops. Participants will be invited to submit a one-page statement outlining their aspirations for sustainable tourism. This submission will help participants reflect on their interests and inform the selection of topics for the Case Challenge stage. Immersive Workshops have a maximum capacity of 25 participants; if sign-ups exceed this number, spaces will be allocated on a first-come, first-served basis. Once the sign-up is accepted, participants are required to pay HKD XXX to secure the place and cover part of the tour fee.

Stage 3

Village Tourism Case Challenge

Apr 2027

A small group in discussion around a table in a village lane

Upon completion of the Masterclasses and Immersive Workshops, participants will enter the Case Challenge stage, where they will be required to formulate Problem Statements related to Hong Kong’s village tourism based on in-depth investigations on a site, community, or issue of their own choice. These problem statements may address service gaps, visitor experience challenges, underutilised rural assets, opportunities for local product development, community needs, or environmental management concerns. Up to five outstanding Problem Statements will be selected to receive an award of HKD 2,000 as recognition of research efforts and to encourage further refinement of concepts. Click here for more details: https://ccsg.hku.hk/en/village-tourism-case-challenge/

Who Should Apply

Individuals who are passionate about developing sustainable village tourism in Hong Kong: university students, early-career professionals, villagers, community-based operators, and aspiring entrepreneurs. Applicants should be aged 18 or above and living in Hong Kong.

Fee

All Masterclasses are free to join. For the two immersive workshops, eligible participants will be required to pay a deposit of HKD XXX to secure their place and cover part of the tour fee once the sign-up is accepted.

Application Method

Click here

Enquiry

For enquiries, please contact us at (852) 6701-2172 / (852) 3910-2535.