Tourism chief Rosanna Law has vowed to make visitors "fall back in love" with Hong Kong, stressing that she would not dwell on tourist numbers.

Hong Kong saw 45 million tourist arrivals in total last year, falling slightly short of the previous estimate of 46 million.

"We don't necessarily have to strive for very high numbers," Law said in a television interview on Saturday when asked if she hoped tourist numbers this year would return to pre-pandemic levels.

She said there was a time before Covid when some suggested Hong Kong might be welcoming too many tourists and there could be room for improvement.

"I feel that now we should gradually make people fall in love with Hong Kong, or love Hong Kong again, and feel that they will always want to come back to visit. This is my biggest goal for the coming year," she said.

On the development of the city's cruise terminal set out in a recent tourism blueprint, Law said authorities could require future operators to make a pledge to bring in vessels.

Officials earlier said they would put the managing rights of the terminal up for tender in 2025, three years before the existing contract expires, while reviewing the terms and conditions to make the port more attractive and competitive.

Law said authorities could make firms hoping to join the tender exercise commit to having cruise ships dock at the terminal for a certain number of days.