Hong Kong Tourism Recovery: WTTC Urges New Global Market Strategy

Hong Kong Tourism Recovery: WTTC Urges Strategy to Diversify International Visitors — *Photo by Ben Cheung from Pexels*

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Hong Kong tourism recovery remains uneven despite strong domestic demand, according to new research from the World Travel & Tourism Council (WTTC). The report highlights the need for the city to diversify international visitor markets to rebuild global travel demand.

The report, “Travel & Tourism in Hong Kong SAR, China: Recovery, Gaps, and the Road Ahead,” recommends stronger promotion in emerging markets across ASEAN, the Middle East, and India, while expanding outreach beyond Guangdong Province to attract visitors from other Mainland Chinese cities.

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Key Takeaways Hong Kong Tourism Recovery

• WTTC urges Hong Kong SAR to diversify international tourism markets
• Mainland China accounted for 76% of inbound visitors in 2025
• Total arrivals projected at 50.3 million in 2025
• Tourism contributed US$56.4 billion to the city’s economy
• Government investing HK$1.6 billion in tourism development

Tourism Recovery in Hong Kong SAR

Hong Kong SAR’s tourism sector has made substantial progress since the disruptions caused by the 2019 civil unrest and the COVID-19 pandemic.

WTTC estimates that the Travel & Tourism sector contributed US$56.4 billion to Hong Kong SAR’s economy in 2025, accounting for 13.6% of total GDP and supporting approximately 587,000 jobs.

Inbound visitor arrivals for 2025 are forecast to reach 50.3 million, which remains 22.9% below the 2018 peak of 65.3 million visitors.

One of the key structural challenges is the city’s heavy reliance on Mainland China visitors. In 2025, 76% of inbound arrivals originated from Mainland China, while only 24% came from other international markets.

Domestic tourism demand has helped the sector recover to 98.5% of pre-pandemic levels, with spending from domestic travellers rising 15.5% compared to 2018.

However, international visitor spending still lags behind, with international tourism receipts in 2025 estimated to be 15% lower than pre-pandemic levels.

Regional Competition Intensifies

The report notes that Hong Kong SAR faces growing competition from regional destinations.

Both Singapore and Macao SAR are projected to exceed their 2018 tourism benchmarks in 2025, with visitor spending surpassing pre-pandemic levels by 3.6% and 2.4% respectively.

Business travel also remains below historical levels in Hong Kong SAR. Spending from corporate travellers in 2025 is expected to be 16.8% lower than in 2018, reflecting the long-term impact of global travel disruptions.

WTTC Recommendations for Hong Kong SAR Tourism

The WTTC outlined five strategic recommendations to help Hong Kong SAR attract more international travellers and accelerate tourism recovery.

Re-energise Business Travel

The city should strengthen its position as a global platform for MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) by offering targeted incentives for event organisers and simplifying entry procedures for international participants.

Rebuild Long-Haul Travel Demand

The WTTC suggests strengthening partnerships with airlines to rebuild long-haul connectivity, particularly in Western markets such as the United States, United Kingdom, and Europe.

Rethink Tourism Offerings

Hong Kong SAR should reposition itself as a multi-dimensional tourism destination where culinary experiences, cultural heritage, and major festivals play a central role alongside its traditional retail appeal.

Enhance Visitor Value and Length of Stay

Average visitor stays are forecast to decline slightly to 3.1 nights in 2025, compared with 3.3 nights in 2019. The WTTC recommends curated travel itineraries and incentives that encourage travellers to explore more neighbourhoods and attractions.

Strengthen Public-Private Collaboration

Closer coordination between the government, the Hong Kong Tourism Board (HKTB), and private sector stakeholders will be critical to aligning investment, promotion, and infrastructure development.

Industry Perspective

Gloria Guevara, President and CEO of the World Travel & Tourism Council, said Hong Kong SAR remains one of the world’s most significant travel hubs.

She noted that the city’s infrastructure, cultural heritage, and East-West connectivity continue to position it strongly in global tourism.

Guevara added that coordinated public-private efforts and strategic investments will play a central role in restoring Hong Kong SAR’s position as a major global destination for both leisure and business travel.

Government Investment in Hong Kong Tourism Recovery

The Hong Kong SAR government has allocated HK$1.6 billion in tourism funding for 2026–2027 to support industry recovery and international promotion.

The investment will support large-scale events, festivals, and destination marketing initiatives aimed at boosting visitor arrivals.

The Hong Kong Tourism Board (HKTB) also plans to expand promotional campaigns in non-Guangdong Mainland cities, as well as in emerging international markets across ASEAN and the Middle East.

Additional initiatives include increasing cruise ship calls and strengthening the city’s position as a regional MICE events hub.

Infrastructure Supports Tourism Growth

The WTTC report also highlights Hong Kong SAR’s strong aviation infrastructure as a major advantage.

In 2025, Hong Kong International Airport became the world’s fastest-growing airport by seat capacity, reflecting a rapid rebound in airline connectivity.

Meanwhile, the Hong Kong–Taipei route was ranked the world’s busiest cross-border airline route, reinforcing Hong Kong SAR’s position as a key aviation hub in Asia.

These infrastructure developments are expected to play an important role in supporting tourism recovery and long-haul travel demand.

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