Advancing rural economies depends on a supportive environment. As the tourism industry evolves to version 2.0, policy trends and new opportunities will drive village tourism development. This Masterclass will explore how Hong Kong’s tourism and urban-rural policies can complement each other to promote both tourism and conservation. It will also examine emerging trends such as immersive tourism and cultural IPs to see whether they are redefining tourism’s value, models, and stakeholder roles. Participants will gain insights into policy context, trends, and strategies for building a forward-looking tourism business.
推動鄉郊經濟有賴整體環境配合。隨着旅遊業邁向2.0，政策導向及趨勢將成為開拓鄉村旅遊新機遇的重要關鍵，帶動鄉郊經濟發展的重要動力。本大師課將從香港旅遊業與城鄉政策的最新發展出發，探討兩者如何相輔相成，讓業界發展與地方保育並行。同時，課堂亦會分享多個旅遊新趨勢，包括沉浸式旅遊、特色文旅IP等，思考它們究竟只是曇花一現，還是正在重新定義旅遊的價值、模式與持份者角色。透過本課，學員將掌握鄉郊旅遊的政策脈絡、趨勢洞察與未來部署，為發展具前瞻性的旅遊事業打好基礎。
Core Knowledge:
- Tourism and urban-rural values
- Tourism value chain
- Policy overview: “Tourism+” cross-sector collaboration and innovation; Development Blueprint for Hong Kong’s Tourism Industry 2.0 and the “Blue and Green Recreation, Tourism and Conservation Circle” of the Northern Metropolis
- Opportunities under ESG and Nature-related Financial Disclosures
核心知識：
- 旅遊與城鄉價值
- 旅遊業價值鏈
- 政策全景視角：「旅遊+」跨界產業聯動與創新，探討《香港旅遊業發展藍圖0》及北部都會區「藍綠康樂旅遊生態圈」等
- ESG與自然相關財務披露下的契機
Date: November 28, 2026 (Saturday)
Time: 0930 – 1300
Venue: Social Sciences Faculty Chamber, 11/F, The Jockey Club Tower, Centennial Campus, The University of Hong Kong
Quota: Up to 80
Language: Cantonese / Mandarin
Fee: Free
Application: Click here [Will add sign up link] Priority will be given to applicants who are committed to join all the Masterclasses, Immersive Workshops, and the Village Tourism Case Challenge.
Enquiry: XXX [Mimi will setup a project Gmail account] or (852) 6701-2172 / (852) 3910-2535
日期： 2026年11月28日（星期六）
時間： 0930 – 1300
地點： 香港大學百周年校園賽馬會教學樓11樓社會科學院會議廳
名額： 最多80人
語言： 廣東話／普通話
費用： 免費
報名： 點擊這裡 [Will add sign up link] 願意參加所有大師課、沉浸式工作坊及鄉村旅遊案例挑戰者優先。
查詢： XXX [Mimi will setup a project Gmail account] 或 (852) 6701-2172 / (852) 3910-2535
Rundown:
流程：[Chinese names and titles of all speakers to be added]
0930-0950 | Opening Remarks 開幕辭 · Professor Chan Kwan Nok [hyperlink will add later], Co-Director, Centre for Civil Society and Governance, The University of Hong Kong · Ms An Li [hyperlink will add later], Head of Public Policy, Airbnb China · Mr George Chen [hyperlink will add later], Partner & Chair, Digital Practice, The Asia Group |
0950-1030 | Keynote Speech 1: The Next Wave of Travel – What Global Trends Mean for Rural Destinations 主題演講（一）：下一股旅遊熱潮 – 全球趨勢對鄉村旅遊目的地的影響 · Maggie Lv [hyperlink will add later], Regional Director-Greater China, Pacific Asia Travel Association (PATA) |
1030-1110 | Keynote Speech 2: Hong Kong Tourism 2.0 – New Policy Frontiers for Village Tourism 主題演講（二）：香港旅遊2.0 – 鄉村旅遊新政策 · Ms Agnes Ho [hyperlink will add later], Assistant Commissioner for Tourism (4) from Tourism Commission |
1110-1120 | Coffee Break 茶歇 |
1120-1245 | Dialogue: Travel Trends ´ Purpose 對談：旅遊趨勢 ´ 目的
Purpose-driven Tourism – Connecting Travel, Rural and Community 有意義的出走 – 連結旅遊、鄉郊與社區 Nowadays, tourism is no longer just about sightseeing and entertainment. Travellers increasingly seek unique experiences, local connections, and wellness. For some, it is a way to rediscover passion and meaning in life. New trends like voluntourism, conservation tourism, religious tourism, and cultural tourism are shifting rural travel from mere sightseeing to meaningful participation. By integrating nature education, agriculture, art, walking experience, and conservation, visitors can better understand local ecology, culture, and community needs. This discussion will explore how participatory tourism can genuinely respond to local priorities, avoiding superficial or short-term engagement, while balancing visitor experience, community benefits, and ecological capacity to promote sustainable, meaningful connections between people and nature. 時代變了，旅客對身心健康、另類體驗及在地連結的需求日增，旅遊不再只是為了走馬看花式的吃、喝、玩、樂，對有些人來說，「出走」更是為了尋回對生命的熱誠和意義。從義工旅遊、保育旅遊、宗教以至文化遊，在這些旅遊新趨勢下，鄉郊旅遊正逐漸由單純觀光，轉向更具目意義的參與模式。結合自然教育、農耕生活、藝術創作、步行體驗及保育行動，讓旅客在親近鄉郊社區的過程中，不只是「看風景」，更能理解地方生態、文化記憶與社區需要。對談將探索不同參與式的旅遊體驗，如何讓旅客真正回應地方需要，避免淪為打卡式善意或短暫消費。同時間，亦追求平衡遊客體驗、社區日常及生態承載力，讓旅遊成為連結人與自然、支持地方及推動保育的可持續力量。
Panellists: 嘉賓： · Ms Melanie Kwok [hyperlink will add later], Sustainability & Innovation Head at Sino Group & Hong Kong Heritage Conservation Foundation · Ms Elaine Lau [hyperlink will add later], Senior Director, Individual Engagement from Orbis · Mr Bird Tang [hyperlink will add later], Co-founder VolTra Moderator: 主持： · Dr. Winnie Law [hyperlink will add later], Executive Director and Principal Lecturer, Centre for Civil Society and Governance, University of Hong Kong |
1245-1300 | Wrap Up 總結 |