Instead of offering a glimpse of Hong Kong's picturesque landscapes or what one would expect while hiking, a recent social media post painted an uncomplimentary picture with an image of a hiker's injured leg.

The post, pictures and chat logs, shed light on a Shenzhen resident joining a Hong Kong hiking expedition organized by a social media platform claiming to be an outdoor sports club. During the trip, she was attacked by a dog and had to be vaccinated against rabies. But, the organizer refused to cover her medical expenses and evaded responsibility.

The hiker subsequently realized that the organizer had not bought any accident insurance for the participants.

Beware self-proclaimed 'guides'

Hong Kong's stunning mix of mountains and seas has attracted many visitors from the Chinese mainland, generating a flood of social media posts with many sharing their experiences and others seeking advice and companionship. Some offer to organize hikes themselves for a modest fee, saying participants don't need to worry about planning a route — and can just enjoy it.

But, some online users are aware that organizing tours without qualifications in Hong Kong is illegal. One tourist recalled his experience when participants and self-proclaimed "guides "were detained by police.

In January, eight mainland visitors holding only tourist visas were arrested by Hong Kong immigration officers for allegedly providing cross-boundary services in the special administrative region. Some reportedly offered paid services like taking visitors to tourist spots, photography and planning itineraries.

Under Hong Kong regulations, visitors are not allowed to work in the city, on a paid or unpaid basis, without the permission of the director of immigration. Offenders are liable for prosecution and face a maximum fine of HK$50,000 ($6,410) and up to two years' imprisonment upon conviction. Anyone caught aiding and abetting offenders is also liable to be charged.

But, such penalties have failed to deter organizers of illegal hiking expeditions from soliciting business through social media.

Social media hype

The proliferation of social media has profoundly reshaped the tourism landscape, says Ma Yuejiang, general manager of Shenzhen Fengguang International Travel Agency. With nearly two decades' experience in organizing outbound tours, the agency has been offering such services in the SAR over the past two years as a key segment of its business.

Ma says he has frequently seen accidents involving unauthorized tour guides in the market. Many of these unqualified organizers cut costs by not purchasing outdoor accident insurance for hikers; some even refuse to compensate customers after accidents occur, and then cut off contact entirely. Many audaciously use social media to attract tourists — some with very limited hiking experience themselves.

He says that the new generation of travelers, especially young people from the mainland, is increasingly relying on social media for travel planning, which has significantly affected the traditional tourism industry. Unlike established travel product sales platforms that verify vendors' credentials and demand security deposits to ensure accountability, social media allows any user to share or endorse tourist spots freely. Ma says that it is unrealistic for platforms to regulate the users' individual actions.

Ma says that China's Ministry of Culture and Tourism has authorized his travel firm to conduct outbound tours. The agency follows a standardized process for hiking trips in Hong Kong, and individual tourists who have paid to join assemble at Shenzhen's Liantang Port before crossing into Hong Kong. Once in the SAR, certified guides who are familiar with the route and possess basic first-aid skills, accompany hikers.

To ensure safety, Ma says his agency opts for established hiking routes and islands. Before launching a new route, staff members try out the entire trail multiple times to familiarize themselves with essential resources along the way, such as transportation options, dining locations and accommodation choices.

Ma says these steps are vital as they prepare guides to handle any emergency or unforeseen circumstances efficiently.

Ma says that hiking participation is lower during summer, when the weather is hot and humid. As the weather cools from November through April, the number of participants sees a notable increase, reflecting the seasonal surge in demand for such trips.

According to Ma's observation, most hikers, aged 20 to 40, are from Shenzhen and other cities in the Pearl River Delta region. Tourists from other mainland cities, particularly Shanghai, Hangzhou, Chongqing and Chengdu, prefer to feature outdoor activities on longer visits to Hong Kong. Ma says most tourists opt for day tours, which fit in better with short cross-border travel schedules. They often focus on Hong Kong's most popular hiking routes — such as sections of the MacLehose Trail, and visits to scenic islands like Lamma or Cheung Chau. The visitors range from experienced hiking enthusiasts to novices who rely on travel agencies to rent essential outdoor equipment like tents. Ma notes a growing trend for clients to sign up for repeat visits to the same routes as well as new ones. Some return with other hikers or entire groups.

Hong Kong's iconic outdoor hiking trails and islands are stunning, clean, and easily accessed. Planning of these attractions is scientifically sound, balancing visitor convenience while preserving the pristine beauty of nature to the fullest extent, says Ma.

However, he warns that outdoor excursions could create uncertainties, as mainland tourists may not be familiar with Hong Kong's environment and seeking assistance could be difficult. Tourists should opt for safer ways to fully appreciate the city's natural beauty.

Reaching the market

Hong Kong authorities strictly regulate commercial tourism activities and services, including, but not limited to, tour guides and travel agencies, says Li Mimi, a professor at Hong Kong Polytechnic University's School of Hotel and Tourism Management.

She says the city doesn't issue official licenses for hiking guides apart from providing training courses with industry-recognized credentials. With social media being a market game-changer, along with rising demand, the industry should adopt strategies to meet market needs.

Li says many tourism professionals in Hong Kong still adhere to traditional business models, and lack an understanding of social media's crucial role in disseminating information, as well as sound digital literacy.

For instance, many travel agency websites are designed for desktop browsing rather than being mobile-friendly, significantly influencing consumer decisions. Tourists may not be unwilling to seek legitimate services, but struggle to find information from reputable travel agencies because of their online search habits, says Li.

The challenge isn't restricted to ecotourism alone, but across the travel sector, she says. The problem lies in the evolving consumption and information-seeking habits of mainland consumers who form the primary customer base of Hong Kong's tourism business.

Travel agencies should also diversify their workforce by hiring young talent from various backgrounds to harness their creativity for fresher marketing and communication approaches, she suggests.

Not an economic engine

Globally, ecotourism is not seen as the staple of profit-driven tourism, says Li. "If profit is the only concern, the development of ecotourism in Hong Kong will go astray."

For Hong Kong, as a commercial and financial hub with a mature high-end service industry, its most advantageous and distinctive profit points in tourism still lie in business travel, exhibition tourism and high-end tours that offer luxurious experiences. Ecotourism, with substantial investments required, such as guided tours, infrastructure development, maintenance and staffing costs, could not be a major profit generator in tourism, says Li.

Citing practices in the United States and elsewhere, she notes that in some areas where tourists have to pay for admission to various attractions, the primary aim is to cover operational costs rather than to generate revenue.

In her view, Hong Kong's aim to develop ecotourism should not be seen solely as a business proposition, but part of its social responsibility as a global metropolis. "The goal isn't merely about getting tourists."

By promoting and enhancing natural ecotourism sites, residents can better grasp the living spaces within their city, inspiring exploration. This initiative will not only foster a healthier environment for residents' physical and mental well-being, but also demonstrate a harmonious integration of urban development and nature, as well as positive human-environment interactions.

While acknowledging vigorous efforts by the SAR government and various sectors to promote tourism in recent years, Li stresses that developing a new segment in the industry takes time. Immediate results won't occur just because policies are implemented or there are economic subsidies.

She suggests that stakeholders adopt a gradual approach to cultivating the market and talent training. Soft promotion and public education about Hong Kong's resources and the benefits of ecotourism could help promote consumer habits.

There is a "promising avenue" that combines ecotourism with study tours, says Li. Since local schools often require students to join extracurricular activities, tours integrating eco-sightseeing with education could naturally meet such a demand. At the same time, developing talent should be strengthened.

"Success in building up tourism calls for embracing long-termism," she says.

Contact the writer at amberwu@chinadailyhk.com