WTTC outlines strategy to help Hong Kong reclaim its status as a leading tourism destination
April 2026 — Hong Kong is positioning itself for a strong global comeback, as new research from the World Travel & Tourism Council highlights a clear roadmap for tourism recovery.
The report urges the city to expand beyond traditional visitor markets and strengthen its global appeal.
Heavy reliance on Mainland China visitors
Currently, Hong Kong depends heavily on Mainland China for tourism.
In 2025:
- 76% of inbound visitors came from Mainland China
- Only 24% arrived from international markets
Therefore, experts stress the need to diversify visitor sources.
Visitor numbers still below pre-pandemic levels
Tourism recovery continues, but gaps remain.
Inbound arrivals reached 50.3 million in 2025. However, this figure is still 22.9% lower than the 2018 peak of 65.3 million.
In addition, business travel spending remains 16.8% below pre-pandemic levels.
Meanwhile, international visitor spending is also down by 15%.
Tourism remains a key economic driver
Despite challenges, tourism plays a vital role in Hong Kong’s economy.
The sector:
- Contributes $56.4 billion to GDP
- Accounts for 13.6% of the economy
- Supports around 587,000 jobs
Moreover, domestic tourism has helped recovery, growing 15.5% since 2018.
Competition from regional destinations
Other Asian destinations have recovered faster.
For example:
- Singapore has exceeded pre-pandemic levels by 3.6%
- Macao has surpassed them by 2.4%
Therefore, Hong Kong must act quickly to stay competitive.
Five strategies to boost tourism growth
The WTTC report outlines key actions to strengthen recovery:
1. Re-energise business travel
Position Hong Kong as a leading hub for global events and conferences.
2. Rebuild long-haul demand
Target markets such as the US, UK, and Europe through airline partnerships.
3. Rethink tourism offerings
Promote dining, culture, and festivals instead of focusing mainly on shopping.
4. Increase visitor spending and stay duration
Encourage longer visits with curated travel experiences.
5. Strengthen collaboration
Align efforts between government, industry, and the Hong Kong Tourism Board.
Government investment supports recovery
The government has committed HK$1.6 billion for tourism development in 2026–27.
This funding will:
- Expand global marketing campaigns
- Promote events and festivals
- Attract cruise tourism
- Support MICE (business events) growth
Infrastructure boosts future outlook
Hong Kong continues to strengthen its travel infrastructure.
In 2025:
- Hong Kong International Airport became the fastest-growing airport by seat capacity
- The Hong Kong–Taipei route ranked as the world’s busiest international route
Outlook
Hong Kong has made strong progress toward recovery. However, global diversification remains critical.
With targeted investment and strategic planning, Hong Kong aims to reclaim its position as a leading global tourism destination.
