Officials are putting Hong Kong's emerging "ticket stub economy" to the test at the Football Festival – a scheme officials hope to expand across other major events if it proves its worth.

Speaking on a Commercial Radio programme on Saturday, Secretary for Culture, Sports and Tourism Rosanna Law said the government is closely watching the potential of the so-called "ticket stub economy" to deliver lasting benefits for local businesses.

The concept refers to the doubling of event tickets as discount vouchers at partnering restaurants, malls and bars, creating a consumer incentive that extends the financial ripple effect far beyond the venue itself.

The immediate testing ground for this initiative kicks off on Saturday night with an exhibition match between European heavyweights Manchester City and Inter Milan at Kai Tak Stadium.

"The Football Festival features a 'ticket stub economy' element," Law said.

"Shoppers get deals at Kai Tak Mall, and over 100 restaurants across Hong Kong are on board too. These aren't just free-drink promos – many are offering solid savings. That's definitely going to drive business."

While some in the hospitality sector had initially fretted about sluggish turnout for late-night overseas games – citing the World Cup's time-zone challenges last month – Law noted that those fears were largely unfounded.

"The late-night games might make you sleepy when you watch them at home. But when you're out at a venue – whether it's the mall, a bar, or a restaurant – with friends, the atmosphere is completely different," she said.

"You just can't compare that to sitting at home with a cup of instant noodles."

"I think we should consider going out to watch the big games – like Premier League matches or Champions League fixtures – even when they're being held in the middle of the night, because it's much more fun."

Looking ahead, Law suggested the model could be expanded to other major events, including exhibitions at the Palace Museum and the upcoming Wine and Dine Festival.

"I understand the Tourism Board is considering making ticket stubs for the Wine and Dine Festival in late October usable for discounts at many restaurants in November," she said.

"Details will be announced when the event draws closer."

If public interest in the initiative continues to grow, the government is prepared to take a more active role in guiding the business sector to launch cross-promotional campaigns.

However, Law stressed that the ultimate success of such initiatives depends on businesses' ability to seize the opportunity.



Edited by Robert Kemp