Hong Kong Poised to Reclaim Position as Leading Global Tourism Destination
Hong Kong is poised to reclaim its position as a top global tourism destination. New research from the World Travel & Tourism Council (WTTC) outlines a clear path forward. The city needs to invest in key source markets and expand into new geographies. The report recommends targeting mainland cities beyond Guangdong. Fast-growing markets in ASEAN, the Middle East, and India are also priorities.
Currently, 76% of Hong Kong’s inbound visitors come from Mainland China. Only 24% travel from other global markets. This imbalance presents both a challenge and an opportunity.
Recovery Progress and Remaining Gaps
Inbound visitor arrivals for 2025 are forecast at 50.3 million. This is down 22.9% from the 2018 peak of 65.3 million. Business traveler spending remains 16.8% below 2018 levels. The dual shocks of civil unrest and the pandemic caused this decline.
Despite these challenges, tourism remains a major economic driver. WTTC estimates the sector accounts for US$56.4 billion. This represents 13.6% of Hong Kong’s GDP. The sector also supported 587,000 jobs in 2025.
Domestic demand has shown strong recovery. It is up 15.5% since 2018. However, international visitor spend in 2025 was 15% below 2018 levels. Regional peers like Singapore and Macao have already exceeded pre-pandemic benchmarks.
Five Key Recommendations
WTTC has outlined five key strategies for Hong Kong.
First, re-energize business travel. The city can reclaim its status as a MICE hub. Targeted incentives for organizers and streamlined entry processes are key.
Second, rebuild long-haul demand. Hong Kong should strengthen its positioning in Western markets. The US, UK, and Europe are priority regions. Partnerships with airlines will help restore connectivity.
Third, rethink tourism offerings. The city should pivot to a multi-dimensional identity. World-class dining, heritage, and signature festivals should drive visitation. Retail should become a complementary experience, not the primary draw.
Fourth, enhance visitor value and length of stay. The average stay is forecast at 3.1 nights in 2025. This is down from 3.3 nights in 2019. Curated itineraries and incentives for exploring neighborhoods can reverse this trend.
Fifth, strengthen public-private collaboration. Deeper coordination between government and industry is essential. Aligning marketing and investment strategies will create a unified direction.
Government Investment and Infrastructure
The government has committed HK$1.6 billion for tourism in 2026-27. Funds will scale flagship events and festivals. The Hong Kong Tourism Board plans to expand promotion into new markets. ASEAN and the Middle East are top priorities.
Infrastructure is reaching new heights. Hong Kong International Airport was the world’s fastest-growing airport by seat capacity in 2025. The Hong Kong-Taipei route ranked as the world’s busiest cross-border airline route.
Gloria Guevara, WTTC President & CEO, expressed confidence in the city’s future. “Hong Kong SAR, China remains a global powerhouse,” she said. “By leveraging record-breaking strategic investment and a clear roadmap, Hong Kong is proving that recovery is a choice driven by partnership.
