WTTC comes to the rescue of Hong Kong tourism

Hong Kong SAR, China, can reclaim its status as a top destination for international travelers by investing in key source markets, new research from the World Travel & Tourism Council (WTTC) shows.

The WTTC report, Travel & Tourism in Hong Kong SAR, China: Recovery, Gaps, and the Road Ahead, urges the city to expand its reach into higher-yield segments and new geographies—specifically targeting mainland cities beyond Guangdong, as well as fast-growing markets in ASEAN, the Middle East, and India.

Hong Kong international arrivals were expected to account for 24% and travelers from mainland China making up the remaining 76% in 2025.

International visitor arrivals officially reached 49.9 million in 2025, down 23.6% from the 2018 peak of 65.3 million. Meanwhile, spending by business travelers was projected to fall 16.8%, reflecting the combined impacts of the 2019 civil unrest and the Covid-19 pandemic the following year.

Despite these challenges, Hong Kong SAR’s Travel & Tourism industry remains a major economic driver. WTTC estimates that the sector contributed US$56.4 billion to GDP and supported 587,000 jobs in 2025.

The industry has made notable progress, reaching 98.5% of 2018 levels, driven largely by domestic travelers, whose demand rose 15.5% over the same period. However, international visitor spending in 2025 is projected to remain 15% below 2018 levels. In contrast, regional peers such as Singapore and Macao SAR, China are expected to exceed their pre-pandemic benchmarks by 3.6% and 2.4%, respectively.

WTTC outlines five key strategies for attracting more international travelers to Hong Kong SAR:

• Re-energize Business Travel: Position the city as a premier hub for global business events by offering targeted incentives for organizers and streamlining entry processes to reclaim its role as a leading MICE (Meetings, Incentives, Conferences, and Exhibitions) destination.
• Rebuild Long-Haul Demand: Leverage restored air connectivity and strengthen Hong Kong SAR’s positioning in key Western markets—including the US, UK, and Europe—through strategic airline partnerships. Long-haul markets in 2025 reached 3.54 million arrivals. However, if only overnight visitors are considered, long-haul markets generated 2.48 million arrivals, a market share of 10.7% from the total overnight travelers.
• Rethink Tourism Offerings: Transform the city into a multi-dimensional destination where world-class dining, heritage, and signature festivals drive visitation, with retail playing a supporting role rather than the primary draw.
• Enhance Visitor Value and Length of Stay: Reverse the trend of shorter visits—forecast at 3.1 nights in 2025 versus 3.3 in 2019—by creating curated itineraries and incentives to explore diverse neighborhoods.
• Strengthen Public-Private Collaboration: Foster a unified strategic direction by deepening coordination between the government, the Hong Kong Tourism Board (HKTB), and private sector stakeholders to align marketing and investment efforts.

Government investment of HK$1.6 billion (US$203.7 million) in Hong Kong SAR tourism for 2026-27 will support growth, funding flagship events and festivals. The HKTB also plans to expand promotions into non-Guangdong mainland cities, emerging ASEAN and Middle Eastern markets, increase cruise calls, and support MICE development.

The WTTC report arrives as the city’s infrastructure hits new milestones. In 2025, Hong Kong International Airport became the world’s fastest-growing airport by seat capacity, while the Hong Kong–Taipei route was ranked the world’s busiest cross-border airline route (source: OAG).

Gloria Guevara, President & CEO of WTTC, said: “Hong Kong SAR, China remains a global powerhouse, defined by world-class infrastructure and a unique cultural DNA bridging East and West. By leveraging record-breaking strategic investment and a clear roadmap, Hong Kong SAR is proving that recovery is a choice driven by partnership. Through public-private collaboration and a bold vision, the city is reclaiming its place as a premier global destination and a vital catalyst for international leisure and business travel.”

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