China 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 ASEAN, the Middle East, and India.

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.

Despite facing challenges, Hong Kong SAR, China’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.

The sector has made meaningful progress since the dual shocks, reaching 98.5% of 2018 levels, with demand from domestic travellers - up 15.5% since 2018 - driving the recovery. However, Hong Kong SAR, China’s international visitor spend in 2025 was 15% below the 2018 level. In contrast, regional peers such as Singapore and Macao SAR, China are projected to have exceeded their pre-pandemic benchmarks by 3.6% and 2.4% respectively in 2025.

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 (Meetings, Incentives, Conferences, and Exhibitions) hub.

Rebuild Long-Haul Demand: Capitalise on restored air connectivity and strengthen Hong Kong SAR, China’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 (HKTB), and private sector stakeholders to align marketing and investment.

Gloria Guevara, President & CEO of WTTC, said: “Hong Kong SAR, China 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 SAR, China is proving that recovery is a choice driven by partnership. Through public-private collaboration and a bold vision, Hong Kong SAR, China is reclaiming its rightful place as a premier global destination and a vital catalyst for international leisure and business travel.”

Government investment of HK1.6 billion in Hong Kong SAR, China 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 Mainland cities, and emerging markets in ASEAN and the Middle East, grow the number of cruises calling at the city, and support MICE 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, while the Hong Kong-Taipei route was ranked as the world's busiest cross-border airline route (source: OAG).