World Travel & Tourism Council (WTTC) has indicated that Hong Kong can re-establish itself as a leading destination for international travellers by focusing on high-yield markets and expanding into new geographies, according to its latest report on the region’s tourism recovery and future outlook.
The report, titled Travel & Tourism in Hong Kong SAR, China: Recovery, Gaps, and the Road Ahead, recommends diversifying source markets beyond Guangdong to include other mainland Chinese cities, alongside fast-growing outbound markets in ASEAN, the Middle East, and India.
WTTC projections show international arrivals accounting for 24 per cent of total visitors in 2025, while mainland China contributes 76 per cent . Total arrivals are expected to reach 50.3 million in 2025, still 22.9 per cent below the 2018 peak of 65.3 million. Business travel spending is also projected to decline by 16.8 per cent , reflecting the lingering impact of the 2019 civil unrest and the COVID-19 pandemic.
Despite these challenges, the Travel & Tourism sector remains a key economic pillar, contributing USD 56.4 billion to GDP and supporting approximately 587,000 jobs in 2025. Overall sector recovery has reached 98.5 per cent of pre-pandemic levels, largely driven by domestic demand, which has grown by 15.5 per cent since 2018. However, international visitor spending remains 15 per cent below pre-pandemic levels.
In comparison, regional competitors such as Singapore and Macao are projected to surpass their 2018 benchmarks by 3.6 per cent and 2.4 per cent respectively in 2025, highlighting the competitive landscape.
WTTC has outlined key strategic priorities for Hong Kong, including revitalising business travel through incentives and streamlined entry processes, rebuilding long-haul demand via airline partnerships, and repositioning the destination beyond retail to focus on dining, heritage, and cultural experiences. The report also emphasises increasing visitor value and length of stay, alongside strengthening public-private collaboration between government bodies and the Hong Kong Tourism Board.
Government investment of HKD 1.6 billion for 2026-27 is expected to support flagship events, festivals, cruise tourism, and MICE segment growth. Meanwhile, infrastructure developments continue to support recovery, with Hong Kong International Airport emerging as the world’s fastest-growing airport by seat capacity in 2025, and the Hong Kong-Taipei route ranking as the busiest international air corridor globally.
Commenting on the findings, Gloria Guevara 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.”
The report underscores that while recovery is well underway, targeted strategies and sustained investment will be critical for Hong Kong to fully regain its position in the global tourism landscape.
