Contemporary Images and Identities in the Hong Kong Dragon Boat Festival

Brian BRIDGES, Glos HO

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‘It’s an unbeatable combination of boats, beers, and cheers.’ With this phrase, the Hong Kong Tourism Board (HKTB) marketed its top attraction for June 2013 — the Hong Kong Dragon Boat Carnival, held in Victoria Harbour on 21–23 June.1 This annual event is certainly not the only dragon boat festival held in Hong Kong and in the world. Arguably, the International Dragon Boat Races held in Stanley Harbour in April each year are just as famous. However, there is little doubt that this traditional sporting activity has become an important part not just of Hong Kong life but also of the international tourism agenda for the Hong Kong government. In the past, Hong Kong’s touristic placebranding strategy has been ‘narrowly focussed on the hotel, shopping and dining-out sectors’ (Sofield and Sivan 2003, p. 12); more recently, serious efforts have been made to market other attractions, of which dragon boat racing has become one key element.
Original languageEnglish
Title of host publicationIdentity Discourses and Communities in International Events, Festivals and Spectacles
EditorsUdo MERKEL
PublisherPalgrave Macmillan UK
Number of pages21
ISBN (Electronic)9781137394934
ISBN (Print)9781349484058
Publication statusPublished - 2015

Publication series

NameLeisure Studies in a Global Era
PublisherPalgrave Macmillan London
ISSN (Print)2946-3181
ISSN (Electronic)2946-3173


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