HONG KONG — When he takes off his suit after a long day as a financial professional, Hong Kong resident Marco Kwok happily embraces another identity: host to visitors from around the world.

A volunteer in the Hong Kong Pals, a program organized by the Hong Kong Tourism Board, Kwok takes joy in sharing his city's hidden gems with visitors.

"As a cultural ambassador, I not only give visitors the information they need, but also learn from their cultural backgrounds and share this valuable experience with my friends and family in Hong Kong. It's a form of mutual enrichment," he says.

Launched in 2009, the program has brought together around 100 individuals from different backgrounds, united by their shared passion for their beloved city, enthusiastic citizens who want to showcase Hong Kong's lifestyle and cultural heritage, offer local insight and advice, and ensure that every visitor feels the city's warmth and allure.

Agnes Tam's journey as a volunteer is filled with memories. The retired multinational corporation executive once helped an elderly man who had been born in Hong Kong and who was revisiting after leaving for the United Kingdom when he was 5, relive his childhood memories of the city through old, yellowing photos. "We found 19 of the 20 locations he had photos of," she says, her eyes gleaming with happiness. "When we parted, he gifted me his precious photo album to express his gratitude."

Tam's post-retirement schedule is busier than ever, filled with volunteer activities. "I increasingly find that volunteering not only enriches my life but also allows me to discover self-worth and happiness in giving," she says.

Lee Ka-lun, a PhD candidate in education at the University of Hong Kong, chose to sign up for the program to help others discover his city's charm as a cultural and artistic exchange hub. "I'm honored to be part of the program," he says.

For many Hong Kong Pals, volunteering is not just about offering help, but also about rediscovering the city they call home. During preparations for the Tai Hang Fire Dragon Dance, a century-old Mid-Autumn Festival tradition and a national intangible cultural heritage, civil servant Agnes Lo discovered another captivating aspect of her city.

"I was amazed by the intricacy of the craftsmanship behind the tradition and gained a deeper understanding of its rich history," she says. "I eagerly wanted to share this experience with everyone visiting Hong Kong."

During the event, Lo was joined by fellow volunteers Kwok, Tam and Lee. With his sleeves rolled up, Kwok dove into the task of bundling the dragon out of pearl grass, while Tam took on the role of interpreter for two foreign students. Lee, who was also helping out, was moved by the ambience. The four Hong Kong residents, varying in age and profession, were brought together by the common aspiration to share, learn and keep up with the pace of development.

"Over the past 14 years, our volunteers have contributed nearly 70,000 hours of service," says Bakky Cheng, director of visitor services at the Hong Kong Tourism Board, who has seen firsthand the growth of the volunteer team, and the transformation of Hong Kong's tourism sector.

In the 2023-24 fiscal year, the volunteers and the board's visitor service team gave travel advice to about 2 million tourists, answering more than 2.3 million inquiries.

As the program thrives thanks to an unprecedented number of applications, tourism in the city continues to evolve.

"Hong Kong's tourism sector is becoming increasingly diversified," Kwok says. "A decade ago, visitors primarily came for shopping and food. Now, many come for international sports events and tennis tournaments."

What remains unchanged is the city's hospitality. "Through comprehensive training, we ensure every volunteer is kept abreast of the latest tourism trends and masters the art of hospitality, so they can tell a better Hong Kong story to the world," Cheng says.