Hong Kong can re-establish itself as a go-to destination for international travellers by investing in key source markets, new World Travel & Tourism Council (WTTC) research reveals.
The WTTC report ‘Travel & Tourism in Hong Kong SAR, China: Recovery, Gaps and the Road Ahead’ recommends that the city invests in promotion to key source markets globally. In addition, the destination should expand its reach into higher-yield segments and new geographies, specifically targeting mainland cities beyond Guangdong, as well as fast-growing markets in Southeast Asias, the Middle East, and India.
Inbound visitors are still below 2018 levels, and mostly from mainland China
The recommendation is important given the fact that 76% of total inbound visitors to Hong Kong in 2025 came from Mainland China, with only 24% travelling from other global markets.
Inbound visitor arrivals for 2025 are forecast to have reached 50.3 million, down 22.9% from the 2018 peak of 65.3 million. Meanwhile, spending from business travellers was set to be 16.8% below 2018 levels owing to the dual shocks of civil unrest in 2019 and the COVID-19 pandemic the following year.
In contrast, regional peers such as Singapore and Macao are projected to have exceeded their pre-pandemic benchmarks by 3.6% and 2.4% respectively in 2025.
Despite facing challenges, Hong Kong’s travel & tourism industry is a major contributor to the city’s economy, with WTTC estimating that the sector accounts for US$56.4 billion or 13.6% of its GDP and supported 587,000 jobs in 2025.
Key recommendations for attracting more international visitors
WTTC has provided five key recommendations for how Hong Kong can attract more international travellers:
- Re-energise Business Travel: Position the city as a premier platform for global business events by offering targeted incentives for organisers and streamlining entry processes to reclaim its status as a MICE hub.
- Rebuild Long-Haul Demand: Capitalise on restored air connectivity and strengthen Hong Kong’s positioning in key Western markets—including the US, UK, and Europe—through targeted partnerships with airlines.
- Rethink Tourism Offerings: Pivot the city’s identity into a multi-dimensional destination where world-class dining, heritage, and signature festivals drive visitation, ensuring retail remains a complementary rather than primary experience.
- Enhance Visitor Value and Length of Stay: Reverse the trend of shortening visits – forecast at 3.1 nights in 2025 compared to 3.3 in 2019 – by developing curated itineraries and incentives for exploring diverse neighbourhoods.
- Strengthen Public-Private Collaboration: Foster a unified strategic direction by deepening coordination between the government, the Hong Kong Tourism Board, and private sector stakeholders to align marketing and investment.
Gloria Guevara, President & CEO of WTTC, said: “Hong Kong remains a global powerhouse, defined by a world-class infrastructure and a unique cultural DNA that bridges East and West. By leveraging record-breaking strategic investment and a clear roadmap for 2025, Hong Kong is proving that recovery is a choice driven by partnership.”
Government investment in tourism
Government investment of HK1.6 billion (about US$205 million) in Hong Kong tourism for 2026-27 will support the sector’s growth, with the capital earmarked for scaling flagship events and festivals.
The Hong Kong Tourism Board also plans to expand promotion into non-Guangdong (southern China) Mainland cities, and emerging markets in Southeast Asia and the Middle East, grow the number of cruises calling at the city, and support MICE growth.
Positive growth
The WTTC’s report comes at a pivotal time as the city’s infrastructure reaches new heights.
In 2025, Hong Kong International Airport was the world’s fastest-growing airport by seat capacity. The Hong Kong-Taipei route was ranked as the world’s busiest cross-border airline route. The route offered 6.8 million seats in 2025.
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