Sha Tin Racecourse Targets Young Audiences with New Initiatives

Sha Tin Racecourse, recognized as one of Hong Kong's top sporting venues, is preparing to attract a new generation of racegoers as the Hong Kong Jockey Club (HKJC) reveals ambitious strategies aimed at younger audiences. With the likelihood of allowing under-18s to participate in the excitement of live racing, this initiative showcases HKJC's goal to transform the conventional race-day experience and position Sha Tin as a family-friendly hub in the city's center.

Recently, Kevin Yeung Yun-hung, the Secretary for Culture, Sports, and Tourism, announced that officials are collaborating with the HKJC to consider the possibility of relaxing age restrictions at racecourses in Hong Kong. This initiative is part of broader efforts to make the city a prime destination for horse racing tourism. Winfried Engelbrecht-Bresges, the Chief Executive of HKJC, expressed his support for the government’s initiative, calling it a “significant step” toward making horse racing a key component of Hong Kong's tourism landscape. While details regarding changes to age restrictions are still not disclosed, there is a palpable sense of anticipation regarding these potential developments.

As part of HKJC's ambitious investment plan of HK$7.5 billion, there is a focus on enhancing the arrival experience for both existing members and new visitors. This initiative particularly aims to engage younger audiences—Generation Z and families who might not have had prior exposure to horse racing. “We are looking to completely transform the tourist experience,” Engelbrecht-Bresges stated, with the objective of increasing tourist attendance from mainland China by double in the next five years. By catering to contemporary preferences and trends, the racecourse seeks to attract individuals who may have previously overlooked the sport.

Set to launch in the 2025-26 racing season, the revamped facilities at Sha Tin will feature a variety of attractions designed for younger audiences, including new dining experiences, Instagram-friendly photo opportunities, and digital engagements with the famed racehorse Golden Sixty. This initiative draws inspiration from the successful digital upgrades implemented at Happy Valley, including AI-assisted race cards and digital parade rings, introducing a modern touch to the racing experience that appeals to technologically inclined fans.

To create a family-oriented atmosphere, HKJC is developing "Pony World," a distinctive attraction within the infield at Sha Tin, set to launch in December of next year. Specifically designed for children, Pony World will feature pony rides, photographic opportunities, and educational sessions that introduce young fans to the basics of the sport. "We have observed significant enthusiasm for pony rides and photo opportunities during public events, and we are dedicated to integrating these experiences as a fundamental aspect of our offerings," Engelbrecht-Bresges remarked. For many families, this engaging experience may serve as their initial entry into the world of racing, connecting traditional viewing with interactive involvement.

The vision of the HKJC transcends the traditional concept of a race day, seeking to transform horse racing into an inclusive experience that caters to all ages. This strategy represents a noteworthy change, shifting away from the exclusivity of betting-centric environments to establish a lively and varied entertainment zone. Engelbrecht-Bresges highlighted, “Through this initiative, we’re developing a distinctive, betting-free space that appeals to every visitor. Our aim is to honor Hong Kong racing and sports entertainment in a manner that is enjoyable for everyone—from long-time enthusiasts to those just discovering the sport.”

This transformation aims to establish Sha Tin not merely as a racecourse, but as a multifaceted entertainment hub, attracting new audiences and reaffirming the significance of horse racing within Hong Kong's cultural landscape. As the HKJC pursues its objectives, the ongoing development of Sha Tin heralds a promising future, welcoming families and younger fans to explore the excitement of horse racing from an entirely fresh perspective.