In recent years, Hong Kong has faced significant challenges in promoting municipal solid waste charging and accurate waste sorting and recycling. This is not merely a dispute over implementation details, but also reflects deeper governance pain points. Five years ago, the Consumer Council published a tracking study exploring sustainable consumption behavior among Hong Kong citizens, the results of which were quite thought-provoking. Respondents' "awareness and attitude index" reached 77 points, but the "behavior and willingness index" remained stagnant at 71 points. These figures accurately point to a harsh reality: citizens' environmental awareness has not been effectively translated into practical action. Faced with this predicament of "easier said than done," it is clear that the SAR government's continued reliance on slogan-based propaganda or single-policy initiatives will not address the root cause.
Mainland cities, in promoting green development, have experienced the same growing pains as Hong Kong. As early as October 2019, a survey by Shanghai Jiao Tong University clearly pointed out the pain point that public environmental awareness lagged behind actual action. However, a key reason why Shanghai was able to successfully implement mandatory waste sorting in the same year and become a model for other cities in China was that the local government had vigorously encouraged rural tourism for many years, subtly cultivating a strong environmental awareness among its citizens. This governance approach, which combines environmental concepts with real-life scenarios, is highly inspiring for Hong Kong.
Connecting with natural scenes to reverse blind spots in publicity
During the recently concluded National People's Congress and the Chinese People's Political Consultative Conference (NPC & CPPCC), the state officially promulgated the "Ecological and Environmental Code," demonstrating its determination to build an ecological civilization. Chapter 48 of the 15th Five-Year Plan further explicitly states the need to improve the modern environmental governance system, encompassing the construction of an international ecological civilization pilot zone and the assessment of the effectiveness of building a beautiful China. As a developed city that has already achieved carbon peaking, Hong Kong must increase public participation opportunities to steadily move towards carbon neutrality, allowing the public to truly understand the core concept that "green mountains and clear waters are invaluable assets." The "Northern Urban-Rural Integration Fund" pilot scheme proposed in the 2025-26 Budget provides an excellent policy opportunity. If this can encourage citizens to connect with nature, it will also have an environmental policy dimension, making it significant in responding to the national policy of ecological civilization construction.
A September 2025 survey by the Centre for Environmental and Human Health at Hong Kong Baptist University clearly indicated that connecting schoolchildren with nature effectively enhances their sense of responsibility and sustainable behavior. In an era dominated by electronic products, bridging the next generation's alienation from nature is fundamental to the long-term success of environmental policies. Taking Shanghai as an example, its successful implementation of mandatory waste sorting in 2019, becoming a model for other cities in China, was largely due to the local government's years of encouragement of rural tourism, which fostered a strong environmental awareness among its citizens. This experience offers valuable insights for Hong Kong, which is currently facing policy implementation bottlenecks. Beyond its economic value, ecotourism has irreplaceable social value in deepening public support for environmental policies.
Integrating community resources to create rural brands
Hong Kong boasts abundant natural and rural resources, providing a solid foundation for developing relevant ecotourism brands. Last August, the Heung Yee Kuk of the New Territories submitted a proposal to the Chief Executive that accurately identified several potential sites. For example, developing the area from Tung Ping Chau to Tap Mun into an international geopark and applying for UNESCO certification to promote science tourism; and developing boutique homestays and music camps from Mui Wo to Tai O to create a distinctive brand that combines ecological conservation and cultural exchange. These proposals accurately capture the unique natural landscape and rural atmosphere of Hong Kong, which could become core competitive advantages in the future.
However, having a promising blueprint requires even greater coordination and execution from the authorities. This year, the Shanghai Municipal Government, in collaboration with various stakeholders, launched the "Shanghai-Style Rural Tourism Series," covering scenic spot tickets, homestay accommodations, and agricultural product procurement, and utilizing digital maps to integrate activity information and booking channels—a practice worth emulating. The Hong Kong SAR Government should strengthen cooperation with the Heung Yee Kuk and other community partners as soon as possible to integrate tourism resources and build bridges. This will not only enhance local residents' interest in the countryside and lay a solid foundation for environmental education; in the long term, it should also preemptively launch a super IP for rural tourism with Hong Kong characteristics during peak seasons such as May Day, summer vacation, and National Day, making it a shining first project for Hong Kong to align with the national "15th Five-Year Plan."
[Hong Kong 01]:https://www.hk01.com/article/60333413?utm_source=01articlecopy&utm_medium=referral
