Solutions for tourism recovery

After the Covid-19 pandemic, Asian cities are making efforts to build and develop night-time economies , not only to increase national revenue but also to promote tourism recovery.

Exploitation of cultural resources

Nighttime business activities are considered a potential source of revenue, at peak times contributing nearly 4 billion USD to the Japanese economy. With the goal of becoming a leading tourist destination, welcoming 40 million foreign visitors each year and increasing tourist spending, the Japanese Government has decided to develop and apply policies and measures to exploit cultural resources to serve the development of the night-time economy.

Yeouido World Night Market in Seoul, South Korea. Photo: DESTGUIDES

The Tokyo Metropolitan Government and the Tokyo Tourism Association have announced plans to support the local nightlife in the form of subsidies. The Shibuya Tourism Association has appointed its first “night ambassador,” modeled after “night mayors” in Western countries. The job of this person is to promote Shibuya’s night culture, including dance clubs and bars. The Shibuya Tourism Association has also created an English-language map describing the area’s nightlife and encouraged participation in night tours promoted on social media.

According to a report by China's Ministry of Commerce, 60% of consumer spending occurs at night, with some major shopping malls accounting for more than half of their daily sales between 6pm and 8pm. Before the Covid-19 pandemic, China's night economy had exceeded 30 trillion yuan ($4.1 trillion) in 2020-2021, according to China Daily.

After the pandemic, Beijing, Shanghai, and Chongqing have made even more efforts to develop night-time economic services. In Beijing, some subway lines on Fridays and Saturdays have also been extended to run until late at night. The government has also encouraged convenience stores to operate 24/7.

Beijing's leaders have taken a series of drastic measures to prolong the sleepless hours for both tourists and residents. Shanghai has built a number of entertainment areas from 7 p.m. to 6 a.m. The next morning, Shijiazhuang, the capital of Hebei Province, has reduced electricity prices for late-night shops. Night food streets have been widely promoted and planned more systematically in Xi'an, Hangzhou, Nanning, and Chengdu.

Some retail chains and shopping malls have extended their operating hours, while cities have also spent money on elaborate light shows. Many localities, such as Qingdao, Yantai, and Hangzhou, have spent more than 100 million yuan ($13.8 million) on light shows at famous landmarks. Shopping malls have added live bands, beer restaurants, cinemas, gyms, and electronic entertainment venues. Online food delivery services have also followed this trend.

Flexible conversion

Attractive cuisine, diverse goods, and vibrant street performances are the highlights of Korean night markets. Markets in Seoul, Gwangju, Busan, etc. open from 7 p.m. to midnight every day of the week, attracting many locals and tourists.

In addition to cheap food, these places also have unique street performances, so they are always crowded. In the capital Seoul alone, there are hundreds of night markets, serving the needs of shopping, sightseeing, eating... making this city truly come alive when the lights come on. Currently, the Korea Tourism Organization (KTO) is developing a plan to promote night tourism programs with the cooperation of local authorities to attract more foreign tourists and develop the "smokeless industry" after the epidemic.

In Southeast Asia, Bangkok has long been known as one of Asia's most vibrant entertainment hubs. Before the Covid-19 pandemic, the Thai capital's night-time economy was worth about $5 billion, contributing just over 1% of the country's GDP. However, after three years of struggling due to quarantine measures, the city's status as a party capital is under threat.

Late last year, Thailand piloted allowing restaurants and entertainment venues such as clubs and karaoke bars in some provinces and cities such as Bangkok, Phuket, Pattaya, and Chiang Mai to open until 4 a.m. The Thai government hopes that extending the operating hours at these famous tourist destinations will create a more attractive environment for tourists, thereby attracting more foreign currency into the country.

The above provinces and cities are currently among the most sought-after destinations for tourists, especially young people. Longer opening hours will give tourists more opportunities to explore Thailand's bustling nightlife, bringing significant benefits to the local economy.

THANH HANG

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